KAWS HOLIDAY 杭州

KAWS HOLIDAY 杭州

2026年09月24日-2026年09月27日

杭州 柳浪闻莺

作为 KAWS 标志性的全球公共艺术巡展，KAWS:HOLIDAY 系列一直以巨型 COMPANION 充气装置落地全球多地地标，将潮流艺术置入城市公共空间，拉近大众与当代潮流艺术之间的距离。

本次杭州站由 AllRightsReserved 主办、杭州恒隆广场作为当地合作伙伴，于 2026 年 9 月 24 日至 27 日在西湖柳浪闻莺公园落地，同步在杭州恒隆广场 L1 南中庭设立限时周边快闪店，是该巡展首次采用全新机器人造型的 COMPANION 进行呈现，选择中秋佳节这一特殊时间节点落地西湖这一杭州文化地标，实现古典江南山水与当代潮流 IP 的跨界碰撞，既延续 KAWS:HOLIDAY 系列 “休憩、松弛、假日” 的核心精神，也呼应杭州创新活力的城市气质，让潮流艺术走出美术馆围墙，面向普通市民免费开放，完成公共艺术的大众普及，同时借助地标流量赋能商业地产，为艺术 IP 与城市文旅、商业综合体的联动提供可参考的范本。

在空间、造型与现场制作层面，项目采用双场域联动的模式，主展场依托西湖柳浪闻莺的自然湖景与草坪作为天然展场，30 米全长的柔黄色机器人 COMPANION 充气装置悠然躺卧于西湖边的大草坪之上，色调选取金桂黄，呼应杭州市花以及中秋明月意象，不增设大量人工硬质展具，以西湖山水、桂香月色作为装置的天然背景，将巨型充气雕塑嵌入真实的城市自然景观，观众可以自由环绕、近距离观赏，形成人与艺术、自然三者共生的开放式公共艺术场景；作为第二现场，杭州恒隆广场的快闪店则构建室内商业体验空间，聚焦藏品陈列与售卖，形成户外艺术观赏、室内藏品消费的互补格局。

活动周期内的内容呈现多元丰富，西湖主场地向公众免费开放，艺术家 KAWS 本人也现身现场，成为活动一大惊喜彩蛋，大量潮玩爱好者、普通市民、摄影游客前来打卡，在中秋月夜之下观赏装置与湖月交相辉映的景象；恒隆广场快闪店则发售杭州站限定收藏品，包含亮面黄、哑面黑两款机器人 COMPANION 公仔，还有服饰、马克杯、中式茶具套装、铜制线香座等城市限定生活好物，线上 DDT Store 同步开启全球独家发售。从传播营销的关系来看，项目依托西湖地标的先天话题优势，中秋节日加持、艺术家空降现场，激发大量普通观众、收藏玩家在小红书等社交平台产出 UGC 打卡内容，路人随手记录、玩家藏品分享、艺人联动内容共同构成多层级传播矩阵。

户外公共装置承担大众破圈传播任务，提升 IP 城市影响力，室内快闪店承接流量转化，完成限量藏品的商业落地；公共艺术场景制造社交话题，商业空间承接粉丝消费需求，文旅价值、艺术价值与商业价值相互赋能，实现 IP 文化扩散、城市文旅宣传、商业地产客流带动以及限定藏品市场热度提升的完整闭环。

As KAWS’ landmark global public‑art touring project, the KAWS:HOLIDAY series brings giant inflatable COMPANION sculptures to iconic urban sites worldwide, bridging contemporary pop‑art with the general public. Co‑hosted by AllRightsReserved with Hangzhou Westlake 66 as local partner, the Hangzhou iteration ran from September 24 to 27, 2026, with the outdoor installation at Liulang Wenying Park by West Lake and a pop‑up store on Level 1 South Atrium of Hangzhou Westlake 66. It marks the debut of the brand‑new robot‑styled COMPANION.

Staged during the Mid‑Autumn Festival at West Lake, a landmark of traditional Jiangnan aesthetics, the project creates a striking collision between classical Chinese landscape and global pop‑art culture. Carrying the series’ core spirit of relaxation and leisure, the event echoes Hangzhou’s reputation for innovation. By offering free public access, it popularizes contemporary art beyond museum walls, and sets a valuable example for the collaboration among art IP, urban cultural‑tourism and commercial real‑estate.

In terms of spatial concept, styling and on‑site production, the campaign adopts a dual‑venue structure. The primary outdoor venue takes advantage of the natural lawn and lakeside scenery at Liulang Wenying. The 30‑metre soft golden‑yellow inflatable robot COMPANION lies leisurely on the grass. Its golden‑osmanthus‑inspired colour pays tribute to Hangzhou’s city flower and Mid‑Autumn moon. Instead of heavy artificial exhibition structures, the West Lake landscape, osmanthus fragrance and moonlight serve as the natural backdrop of the sculpture, building an open‑air scene where visitors can freely interact with art and nature. Serving as the secondary site, the indoor pop‑up store at Westlake 66 provides a commercial space for exhibit display and merchandise sales, forming a complementary system combining outdoor art appreciation and indoor consumption.

Multiple experiences are delivered throughout the event. The lakeside site is open to visitors free of charge. KAWS himself made a surprise on‑site appearance, drawing large crowds of toy collectors, citizens and photography enthusiasts, especially during romantic Mid‑Autumn nights. The pop‑up store launched Hangzhou‑exclusive limited‑edition collectibles, including two versions of robot‑styled COMPANION figures, apparel, mugs, Chinese‑style tea sets and copper incense holders, with global parallel sales via DDT Store online. From a marketing‑communication perspective, the West Lake landmark and Mid‑Autumn festive atmosphere, together with the artist’s surprise visit, stimulated massive UGC content on social‑media platforms. Materials range from casual tourist snapshots and collector posts to celebrity‑related collaborative content, forming multi‑layered online dissemination. The outdoor public installation drives mass‑oriented viral exposure for the IP, while the indoor pop‑up converts audience traffic into merchandise sales.

Public‑art‑driven social buzz and commercial‑oriented fan consumption reinforce one another. The project achieves a complete closed‑loop effect of IP cultural outreach, urban tourism promotion, shopping‑mall foot‑traffic growth and high demand for limited‑edition collectibles.

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