摩根资产管理 The Active Hub 主动快闪店 上海

摩根资产管理｜「The Active Hub」主动快闪店｜2026 年 10 月 22 日–11 月 17 日｜上海 上海中心大厦 一楼户外广场

2026 年 10 月 19 日，中国首批 18 只主动 ETF 拿到批文，23 日开售；首日合计募集约 150 亿元，摩根旗下一只当天售罄。摩根基金是这批里唯一的外资公募。为这个节点，摩根资产管理在陆家嘴做了一间「主动快闪店 The Active Hub」：地点选在上海中心、金茂大厦、环球金融中心三座楼交汇的路口——上海中心大厦一楼户外广场（东泰路与花园石桥路路口），10 月 22 日开到 11 月 17 日。

场地是开放的街角广场，不收门票也不设围挡；主体是一件 5×5 米的镜面艺术装置，镜面斜置，把陆家嘴「三件套」收进同一画面。过去拍这三座楼要贴地仰拍、反复找角度，现在站在装置前就能一次同框，这是它被叫作「新机位」的原因。装置不是一座封闭的展亭，人绕到正面拍照、从侧面走过，视线都能穿过去；广场上另设互动点位与工作人员位，把拍照和讲解放在同一块地面上。

10:00 到 18:00 有工作人员接待，引导体验拍照装置；18:00 到次日 10:00 打卡点照常开放，只是没有人工服务。入场有两条路：微信小程序预约，凭二维码核销领伴手礼，目前预约名额已满；没预约也能直接到场免费体验，拍完可拿电子照片。11 月 2 日到 13 日（双休日除外）另加一段「一日店长」：12:00–13:00，摩根资产管理的理财顾问在现场和人面对面，参与互动有机会领礼品，数量有限。

这套做法的核心是把「讲产品」换成「给一个愿意走进去的场景」：镜面装置负责把人拉到街角，投教内容负责在装置旁完成解释，预约与伴手礼负责留下联系。媒体随后自发报道「陆家嘴三件套打卡升级」「不用弯腰拍三件套」，等于给快闪做了一轮免费扩散。快闪同时挂上「马路生活节」「陆家嘴打卡」的话题，接的是城市漫游的流量。对金融品牌，这是一次把线下触点放进城市公共空间的尝试；对陆家嘴，这是多了一个不花钱的拍照点。

J.P. Morgan Asset Management | "The Active Hub" Pop-Up | 22 October – 17 November 2026 | Ground-floor plaza, Shanghai Tower, Shanghai

On 19 October 2026 China's first batch of 18 actively managed ETFs received regulatory approval and went on sale on the 23rd; J.P. Morgan Asset Management's local fund arm was the only foreign-owned public fund company among them. The 18 products raised about RMB 15 billion on their first day, and the firm's own fund sold out within a day. To mark the moment, the firm built a pop-up in Lujiazui called The Active Hub, on the corner where Shanghai Tower, Jin Mao Tower and the Shanghai World Financial Center meet — the ground-floor plaza of Shanghai Tower, at the junction of Dongtai Road and Huayuanshiqiao Road, open from 22 October to 17 November.

The site is an open corner plaza with no ticket and no hoarding, which matters in a district where most branded spaces sit behind glass. Its centrepiece is a five-by-five-metre mirror installation, set at an angle so that Lujiazui's three towers land in a single frame. Photographing those towers used to mean crouching on the pavement and hunting for an angle; now a visitor stands in front of the mirror and gets all three at once, which is why locals call it the new camera position. The piece is not an enclosed pavilion: people walk around the front to shoot, pass along the sides, and sightlines go straight through. What it solves is a small, physical problem: the three towers are so tall and so close that a normal phone shot either loses the tops or forces the photographer onto the ground. Interactive points and staff positions sit on the same paving, so photographing and explaining happen in one place.

From 10:00 to 18:00 staff are on hand to guide visitors through the installation; from 18:00 to 10:00 the camera point stays open with no attendants. The installation itself needs no power to be photographed, and it stays available after the staff leave. Weather is the one variable: mist, maintenance or a wet floor can close the device for a while, while the booking desk and the store-manager slot carry on regardless. There are two ways in. A booking through the WeChat mini-programme, with a QR code checked on site, earns a small gift — that channel is currently full. Without a booking, anyone can walk up and use the installation for free, and leave with a digital photograph. Between 2 and 13 November, weekdays only, a "one-day store manager" slot runs from 12:00 to 13:00, when advisers from the firm talk to visitors face to face; taking part can earn a gift while stocks last.

The logic is to replace product talk with a place people want to walk into. The mirror is the only built element on the plaza; everything else is furniture and staff. It does the work of pulling people to the corner, the investor-education content does the explaining beside it, and the booking and gift provide a way to stay in touch. Media coverage followed on its own — "Lujiazui's three-tower photo spot, upgraded", "no need to crouch any more" — which gave the pop-up a second, unpaid round of reach. The investor-education layer is deliberately light: a few interactive points and a room-sized object rather than a exhibition of charts, because the audience at this corner is mostly passers-by and tourists rather than clients. The pop-up also tagged itself into the city-walk conversation — street-life festival, Lujiazui photo spots — which is where its audience already was. For a financial brand it is an attempt to put a physical touchpoint in public city space; for Lujiazui it is one more free place to take a picture, and one that improves on the old crouching-on-the-ground routine.

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