我的 “跷” 能力乐园限时快闪 2026 大悦城品牌特别企划「大写自己」联合社交平台 Soul

soul 我的跷能力乐园

2026年09月30日-2026年10月30日

上海 长风大悦城

项目现场

2026 大悦城品牌特别企划「大写自己」联合社交平台 Soul，于 9 月 30 日至 10 月 30 日在上海长风大悦城 L1 中庭落地 我的 “跷” 能力乐园 限时快闪。本次项目是商业地产与线上社交平台的跨界合作，聚焦当代年轻人自我认同的情绪需求，跳出传统商业美陈单纯装饰引流的思路，以 “接纳自我、发掘个人闪光点” 为核心叙事，将线上社交的情绪表达迁移至线下实体空间，为年轻群体打造情绪向社交场景，也是大悦城持续深耕青年文化、强化商场年轻化标签的一次品牌实践。

从项目空间、造型与制作角度解读，场地利用 L1 主中庭开阔空间，设置我的 “跷” 能力乐园主展区与「我」门碰头点两大核心打卡场景。整体装置采用轻量化模块化搭建，适配中庭挑高空间，造型设计轻松活泼，以柔和明快的色彩与趣味互动装置构建沉浸式体验场域，不做厚重硬质围挡，保持商场通透感，兼顾空间视觉美感、游客通行安全与拍照出片属性，把抽象的自我接纳概念转化为可触摸、可参与的实体场景。

活动周期内，访客可体验现场多款趣味互动游戏，完成体验即可免费领取「提我包好使」限定周边，强化参与记忆。项目依托商场主中庭天然客流优势，将打卡拍照、轻互动体验融为一体，同时联动微醺放风节、手帐市集等同期配套活动，丰富国庆假日多元逛游体验，打通看展、逛市集、消费休闲的完整动线，有效带动商场零售与餐饮业态转化。在传播营销层面，青年情绪主题自带共情力，趣味艺术装置与可爱限定周边极易激发年轻社交群体自发打卡分享，产出 UGC 内容在线上 Soul 及其他社交平台扩散，实现线上社区话题与线下实体场景双向联动。线下沉浸式情绪体验传递接纳自我的价值主张，加深年轻客群对大悦城与 Soul 的品牌好感，线上话题持续反哺线下客流，形成情绪叙事、场景体验、社交种草、商业转化的完整营销闭环，为商业综合体联合社交平台打造青年情绪向限时快闪、激活假日商圈活力提供优秀参考范本。

As part of Joy City’s 2026 brand special project “Write Yourself in Capital Letters”, the shopping mall cooperates with social platform Soul to launch the limited-time pop-up “My Unique Strength Park” at L1 Atrium of Shanghai Changfeng Joy City from September 30 to October 3. This cross-border collaboration between commercial real estate and online social platform focuses on young people’s emotional demand for self-identity. Moving beyond simple decorative commercial installations, the project transfers emotional expression from online social space to physical venue under the core theme of self-acceptance and exploring personal shining points. It serves as a key practice for Joy City to deeply engage youth culture and consolidate its youthful brand positioning.

In terms of spatial styling and on-site production, the project occupies the spacious L1 main atrium with two core check-in areas: the main exhibition zone of “My Unique Strength Park” and the “I” Gate meeting point. Constructed with lightweight modular installations, the design fits the high-ceiling atrium. Bright and soft colors paired with playful interactive devices build an immersive atmosphere. Without heavy solid enclosures, the venue maintains transparency of the mall, balancing visual aesthetics, pedestrian safety and photo-worthy effects. It translates the abstract concept of self-acceptance into a tangible and participatory physical experience. During the event, visitors can take part in various on-site interactive games and receive limited-edition “Handy Bag” merchandise for free after participation. Leveraging the natural foot traffic of the main atrium, the venue integrates photo check-in and light interactive experiences. Meanwhile, supporting activities including the Sip & Unwind Festival and Handcraft Notebook Market enrich holiday leisure journeys, connecting exhibition, market and consumption to boost retail and catering conversion of the mall.

On-site activities are closely bonded with marketing communication. The youth-oriented emotional theme resonates strongly with audiences. Playful art installations and cute limited gifts motivate young social groups to visit and share UGC content on Soul and other social media, enabling two-way interaction between online community topics and offline physical scenes. The offline immersive emotional experience conveys the proposition of self-acceptance and improves young visitors’ brand impression of Joy City and Soul. Viral online topics continuously attract offline visitors, forming a complete marketing loop of emotional narration, scene experience, social content creation and commercial conversion. This project provides a valuable reference for shopping malls to cooperate with social platforms and build emotion-focused pop-ups for youth to revitalize holiday business districts.

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