「夸夸星愿屋」杭州限定快闪

「夸夸星愿屋」杭州限定快闪

2026年10月15日-2026年11月01日

杭州 杭州中心

项目现场

本项目为赵露思主理品牌 ROSYDOEDIAN 旗下潮玩支线 RDDTOYS 打造的「夸夸星愿屋」杭州限定快闪，落地杭州中心中庭，作为品牌潮玩系列杭州首发阵地，主推标志性双腊肠犬 IP，推出杭州地域限定 “桂气绝配” 手偶与多款全新潮玩单品。品牌依托主理人个人审美，以治愈甜系美学为核心，从日常宠物形象衍生出双犬 IP，聚焦当代年轻人悦己疗愈的情绪需求，本次快闪跳出单纯零售场景，以星空童话许愿屋为叙事载体，构建充满正向鼓励氛围的沉浸式体验空间。

整体空间以巨大发光五角星拱门作为视觉主入口，搭配星芒吊灯、许愿喷泉、漂浮云朵与星星挂件，采用奶白、浅金与淡蓝梦幻配色；展区划分为星愿打卡装置区、IP 藏品陈列柜、新品零售区、夸夸留言墙与限定礼品兑换区，空中悬挂带翅膀的双腊肠犬巨型雕塑，营造漫步童话星空的漫游动线。制作采用商场中庭适配的轻量化模块化装配式展具，玻璃钢大型 IP 雕塑、发光软膜灯箱、亚克力许愿装置组合搭建，可快速拆装，嵌入式暖光灯带烘托梦幻氛围，玻璃展柜分层陈列潮玩手办，搭配花艺点缀，兼顾童话氛围感与商品陈列展示需求。

活动期设置星愿留言投递、集章打卡、限定周边兑换、新品开箱体验、人偶互动等内容，“夸夸留言墙” 鼓励访客写下自我鼓励的心愿，将 IP 萌趣形象与情绪治愈体验结合。线下体验与传播营销形成联动闭环，前期线上释放星愿童话主题预热物料，邀约时尚、潮玩、探店 KOL 到场探访，依托杭州中心核心商圈自带客流，引导粉丝与普通访客在小红书、抖音产出 UGC 打卡内容，主理人相关话题放大曝光，线上社群同步运营，吸引粉丝群体到店。

项目意义在于将 RDDTOYS 潮玩 IP 从平面形象升级为承载情绪价值的线下叙事场景，以 “夸夸” 正向情绪拉近品牌与年轻女性客群的距离，借杭州在地限定款强化城市专属感，完成潮玩新品发售、粉丝沉淀与品牌破圈的营销闭环。

"Wish House of Praise" Hangzhou Limited Pop-up is an event of RDDTOYS, the toy line of ROSYDOEDIAN founded by Zhao Lusi. Located in the atrium of Hangzhou Center, it serves as the launch venue for brand’s new toy collection, featuring the signature twin dachshund IP and Hangzhou exclusive "Sweet Osmanthus Perfect Match" hand puppet. Rooted in the founder’s soft aesthetic, the brand develops the IP from pet imagery and targets young audiences pursuing soothing self-care.

More than a retail store, the pop-up builds an immersive fairy-tale wishing house delivering positive emotional comfort. A giant illuminated five-pointed star arch forms the main entrance, decorated with star chandeliers, wishing fountain, floating clouds and star ornaments in cream, pale gold and light blue. Zones include starry photo installation, IP display cabinets, merchandise booth, message wall and gift redemption area. Winged giant dachshund sculptures are suspended in the air to create a fairy-tale roaming journey.

Constructed with lightweight modular fixtures suitable for shopping mall atrium, the space adopts fiberglass IP sculptures, illuminated soft-film light boxes and acrylic wishing installations for rapid assembly. Recessed warm light strips create dreamy atmosphere, while glass cabinets display collectibles with floral decorations, balancing aesthetic and commodity display.

On-site activities cover wish message posting, stamp collection, limited gift redemption, unboxing experience and character interaction. The praise message wall invites visitors to write self-affirming wishes, merging cute IP image with emotional healing. Marketing forms a complete loop: pre-launch fairy-tale teasers, fashion and toy KOL visits. The prime location brings natural foot traffic and inspires UGC on Xiaohongshu and Douyin. Relevant topics of the founder boost exposure with online community operation.

This project evolves RDDTOYS IP from 2D graphics into an emotional offline narrative space. The "praise" concept resonates with young female consumers. Hangzhou-exclusive products enhance local sense of belonging, realizing new toy release, fan cultivation and brand penetration.

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