祖玛珑「绒绒俱乐部」快闪

2026年09月04日-2026年09月10日

上海 西岸梦中心

项目现场

祖玛珑「绒绒俱乐部」限时快闪于9月4日至10月10日落地上海西岸梦中心滨江广场（北），是品牌突破传统香氛营销边界、深耕宠物友好生活赛道的创新沉浸式体验项目，打破了香氛场景仅服务于人群的固有模式，赋予品牌温柔松弛的生活化全新调性。

项目空间造型极具治愈英伦田园风格，整体以奶白色温馨小屋为主体造型，搭配巨型骨头装置、立体花艺、小狗艺术雕塑与宠物小窝，结合大面积仿真草坪铺陈造景，整体制作柔软细腻、氛围感十足，构建出人与自然、人与宠物共生的松弛香氛场景。场地科学划分香氛体验区、宠物洗护体验区、打卡拍照区与产品选购区，场景功能完善且层次清晰，现场主推祖玛珑宠物香氛沐浴系列，同时陈列品牌经典香水、香薰蜡烛等全线香氛产品，实现人居与宠物香氛体系的完整呈现。

展期支持用户携宠到访，开放专业宠物香氛护理体验，访客完成打卡任务即可兑换香氛小样与限定周边。本次项目以“人与毛孩子共享香气”为核心，创新性植入宠物友好品牌理念，依托西岸滨江优质场景流量，凭借治愈出片的空间场景，精准吸引香氛爱好者与养宠客群打卡传播，通过社交平台持续扩散温暖松弛的品牌调性，完成新品场景种草、品牌理念升级与圈层用户沉淀的完整营销闭环。

Jo Malone London’s limited-time pop-up “Velvet Club” is launched at North Binjiang Square, Shanghai West Bund Dream Center from September 4 to October 10. As an innovative immersive project, it breaks the traditional marketing boundary of fragrance brands and explores the pet-friendly lifestyle track, reshaping the brand’s warm and relaxing life-oriented tonality.

Designed with a healing British pastoral style, the space is built with milky white hut structures, giant bone installations, three-dimensional flowers, puppy art sculptures and pet nests. Covered with large-area simulated lawns, the elaborately constructed venue presents a soft and cozy atmosphere for both humans and pets. The space is divided into fragrance experience area, pet care experience area, photo check-in area and product shopping area. It mainly displays the brand’s pet fragrance and bath series, together with classic perfumes and scented candles to present a full-range fragrance system.

Visitors are allowed to bring pets for professional fragrance care experiences and obtain fragrance samples and limited peripherals by completing check-in tasks. Centering on the core concept of “sharing fragrance with furry friends”, the project innovatively integrates pet-friendly philosophy. Leveraging the passenger flow of West Bund waterfront, the highly photogenic scenes attract fragrance lovers and pet raisers to check in and share online, continuously spreading the brand’s relaxing and warm temperament, and forming a complete marketing loop of product promotion, brand value upgrading and target user accumulation.

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