兰蔻「尽兴」LIVE HOUSE

2026年04月27日-2026年05月24日

上海 前滩太古里

项目现场

2026年春季，兰蔻于上海前滩太古里打造「尽兴愉悦，无需妥协」鎏光唇釉沉浸式LIVE HOUSE，标志着这一欧莱雅集团旗下高端美妆品牌将唇膏试色体验从传统柜台迁移至夜间文化场域的战略创新。以酒红与鎏金为主色调，项目通过弧形拱门、霓虹灯带与金属质感装置复刻LIVE HOUSE的热烈氛围，将产品发布升华为可沉浸、可社交、可表演的都市美学事件。

空间设计层面，巨型苹果试色台以圆润造型呼应鎏光唇釉的水光镜面「苹果唇」妆效，配合专业彩妆师一对一指导，将功能性试色转化为仪式感体验；360°「尽兴」环形舞台以环绕灯光构建无死角拍摄场域，定格唇间流光；周末限定LIVE演出更以爵士与流行曲风激活夜间社交势能。制作层面，项目突破单一空间逻辑，联动DREAME CAFE、MOZZARELLA E VINO等周边店铺打造「愉悦街区」，以集章机制实现美妆、餐饮与音乐的复合消费闭环。

此次快闪不仅是鎏光唇釉系列的市场教育，更是兰蔻对「夜间经济+情绪消费」赛道的精准卡位——通过将唇膏试色嵌入LIVE HOUSE的松弛语境，为高端美妆品牌如何借助场景跨界激活Z世代的感官愉悦与社交分享提供了极具活力的范式。

In Spring 2026, Lancôme unveiled the "Pleasure Without Compromise" L'Absolu Rouge Cream immersive LIVE HOUSE in Shanghai, marking a strategic innovation for the L'Oréal-owned luxury beauty house—migrating lipstick trial experiences from traditional counters into nightlife cultural venues. Anchored on a burgundy and gilt-gold palette, the activation recreated the fervent atmosphere of a LIVE HOUSE through arched portals, neon light strips, and metallic installations, elevating product launches into immersive, social, and performative urban aesthetic events.

Spatially, the giant apple-shaped swatching station echoed the glossy "apple lip" finish of the cream lipsticks, transforming functional trials into ritualistic experiences through one-on-one makeup artist guidance; the 360° "Pleasure" circular stage employed surround lighting to create dead-angle-free shooting zones capturing lip luminosity; while weekend live performances activated nocturnal social momentum through jazz and pop repertoires. Execution-wise, the project broke from single-venue logic, collaborating with DREAME CAFE and MOZZARELLA E VINO to construct a "Pleasure District," achieving a composite consumption loop of beauty, F&B, and music through stamp-collecting mechanics.

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