LANCOME兰蔻「尽兴」LIVE HOUSE

LANCOME兰蔻「尽兴」LIVE HOUSE

2026年09月30日-2026年10月31日

广州 白鹅潭万象城

项目现场

兰蔻「尽兴」LIVE HOUSE 限时快闪于 2026 年 9 月 30 日至 10 月 31 日落地广州白鹅潭万象城（南庭至 B1 国际美妆长廊及 L1 主中庭）。本次快闪以全新兰蔻鎏光唇釉为核心，将流光溢彩的视觉美学与松弛愉悦的 LIVE HOUSE 氛围深度融合，打造了一场兼具互动趣味与跨界惊喜的沉浸式体验空间，是广州近期极具氛围感与出片率的免费打卡地。

现场空间以流光溢彩的艺术装置为视觉基调，巧妙融合了巨型苹果艺术装置与南庭广场的古建筑风貌。红棕高级感的快闪展台搭配 360 度灯光拍照装置，营造出浓厚的 LIVE HOUSE 派对氛围。整体设计摒弃了传统专柜的拘束感，让鎏光唇釉的流光质感与白鹅潭万象城的江畔街景自然交织，随手一拍就能定格充满高级感与松弛气息的大片。

现场互动玩法丰富且福利硬核，前往鎏光试妆区，近距离体验全新鎏光唇釉（强推 702 裸调独白），感受水光质感与 24H 持妆的锁色黑科技。在巨型苹果艺术装置前打卡拍照，发布小红书笔记并带上指定话题，即可领取【尽兴】礼遇卡及品牌小样（如粉底液、精华小样等，每日限量）。现场还联动了 pickchill 与 O'eat 推出专属跨界限定特调饮品，边喝边逛超 Chill。此外，10 月 1 日至 10 月 3 日国庆假期期间，每天 19:30-20:30 还有现场歌手驻唱，邀您沉浸式感受兰蔻鎏光的松弛氛围。

本次“尽兴 LIVE HOUSE”是兰蔻在彩妆新品营销与线下场景体验上的一次重要落地，标志着品牌从单一的产品展示向“沉浸式感官与情绪体验”的全面转型。通过将鎏光唇釉的流光美学与 LIVE HOUSE 的松弛氛围结合，兰蔻不仅将唇釉从“日常单品”升级为“承载自信与愉悦的情感载体”，更传递了“尽兴愉悦，无需妥协”的品牌态度。这种将顶级美妆 IP、跨界餐饮与城市核心商圈深度融合的策展方式，为奢侈美妆品牌在核心商圈的线下体验创新提供了极具参考价值的范本。

Lancôme “Enjoy the Moment” LIVE HOUSE limited-time pop-up runs from September 30 to October 31, 2026 at Guangzhou Baetan MixC, covering South Courtyard, B1 International Beauty Gallery and L1 Main Atrium. Centered on the new Luminous Lip Gloss, the project combines radiant visual aesthetics with the laid-back vibe of a LIVE HOUSE and builds an immersive beauty experience space.

Modern beauty consumption has moved beyond counter swatching. Consumers now attach greater importance to emotional value and scene experience, and luxury beauty brands keep exploring new offline curation formats. This pop-up is Lancôme’s composite practice connecting public commercial space, outdoor plaza and indoor atrium. Analyzed from spatial design, styling and production, the project takes glowing art installations as its visual backbone. A giant apple art installation is placed in the South Courtyard, creating a striking contrast with the ancient architectural features on site. Indoor booths adopt premium reddish-brown tones, equipped with 360° ring light photo installations to recreate the relaxed party atmosphere of a LIVE HOUSE.

Breaking away from the rigid layout of traditional beauty counters, the design connects indoor atrium and riverside outdoor space, blending the luminous texture of lip gloss with the river view of Baetan. Modular lighting structures and lightweight art decorations are widely adopted for simultaneous construction across multiple zones, balancing visual impact and protection of original buildings. A wide range of experiences are available during the event. Visitors may test the new luminous lip gloss in the makeup trial zone and experience its hydrating texture and long-wear formula. Those who take photos at the giant apple installation and publish Xiaohongshu posts with designated hashtags can receive brand gift cards and beauty samples.

The brand collaborates with pickchill and O'eat to launch exclusive specialty drinks, realizing cross-over between beauty and catering. Live singers perform every evening from October 1 to 3 during the National Holiday to reinforce the LIVE HOUSE atmosphere. On-site activities are closely linked with marketing communication. The eye-catching giant apple installation and atmospheric lighting setups are highly shareable, inspiring visitors and beauty creators to generate UGC photos and short videos. Viral social media topics drive more consumers to visit, try makeup and join activities. Immersive offline sensory experience strengthens audience memory of lip gloss texture, while online content expands product exposure and forms a complete marketing loop. This project marks Lancôme’s shift from simple product display to immersive emotional and sensory experience. It upgrades lip gloss into an emotional carrier of confidence and joy, delivering the brand attitude of enjoying life without compromise. It offers a valuable reference for luxury beauty brands to develop cross-border offline experiences in multi-zone commercial complexes.

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