乐高航海王活动

2026年07月16日-2026年08月31日

上海 七宝领展广场

项目现场

乐高与《航海王》联名主题展「决战！拼向伟大航路！」落地七宝领展广场，作为动漫 IP 与积木玩具跨界融合的暑期重点商业项目，依托航海王长久积累的跨年龄粉丝基础与乐高拼搭创作文化，打造免费开放的沉浸式冒险空间，丰富商场暑期亲子与青年休闲业态。

在空间造型与制作层面，展区沿动画故事脉络打造三大主题板块，整体采用模块化积木式搭建工艺，高度还原罗格镇、小花园、磁鼓岛经典动画场景，动线流畅连贯，场景色彩、道具细节贴合原作热血氛围，兼顾静态观赏打卡与动态互动游玩，全天采光条件适配全时段拍照分享。项目以集中三日主题专场作为核心传播节点，串联航海图集章、悬赏令 DIY、隐藏角色探索、人偶巡游、会员专属场等分层体验内容，搭配正版周边售卖与积木拼搭体验，持续维持现场客流热度。连续三日高密度线下互动不断激发游客创作探店图文、短视频，依托二次元、亲子圈层自发完成线上二次传播。

展览打通动漫爱好者、乐高玩家与亲子家庭三类客群，将积木手工乐趣与航海冒险叙事结合，以免费入场降低参与门槛，借助线下多元体验沉淀社群口碑，形成线下实景引流、线上 UGC 扩散的完整营销闭环，成为上海今夏标志性动漫积木跨界打卡地标。

The co-branded exhibition of LEGO and One Piece “Showdown! Build Towards the Grand Line” opens at Lingzhan Qibao Plaza. As a key summer commercial project combining classic anime IP and brick-building culture, it targets teenagers, LEGO fans and family visitors, offering free immersive adventure experience to enrich mall’s summer entertainment formats.

In terms of spatial design and production, the venue adopts modular brick-style construction and restores three classic anime scenes including Loguetown, Little Garden and Drum Island following the original plot. With smooth visiting routes and highly restored scene details, the space balances static check-in and interactive games, with natural light suitable for all-day photography. The three-day exclusive themed sessions act as the core carrier of marketing communication, covering stamp collection with nautical maps, wanted poster DIY, hidden Choiba hunting, character parades and member-only activities, alongside official merchandise sales and brick-building zones. Continuous rich offline experiences motivate visitors to share vlogs and photos on social platforms, triggering spontaneous secondary communication across anime and parent-child communities.

Integrating brick creation fun with adventurous anime narratives and adopting free admission to lower participation barriers, the exhibition realizes a complete marketing closed loop of offline passenger attraction and online UGC dissemination, and builds a landmark cross-border anime & LEGO summer attraction in Shanghai.

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