兰蔻愉悦街区

2026年03月11日-2026年03月17日

上海 西岸梦中心

项目信息

项目现场

2026年3月9日起，兰蔻于上海GATE M西岸梦中心揭幕「尽兴」LIVE HOUSE限时体验空间，标志着这一欧莱雅集团旗下高端美妆品牌对零售场景边界的又一次突破。选址于上海西岸这一融合艺术、商业与滨水生活方式的新兴地标，项目以"尽兴而活"为精神内核，将传统美妆柜台转化为沉浸式夜间文化场域。

空间设计颠覆性地采用LIVE HOUSE酒吧美学，以深红色丝绒质感包裹整个场域，弧形吧台搭配高脚凳构建出社交松弛感，巨型LED屏幕动态展示全新唇釉系列产品，将产品试色体验与音乐酒吧场景无缝融合。这种"美妆+夜经济"的场景实验，不仅打破了专柜零售的刻板印象，更通过酒红色调的空间叙事，将唇膏的浓郁色泽与夜间社交情绪深度绑定。

从制作层面看，此次快闪体现了兰蔻对Z世代消费场景的精准洞察——不再局限于白昼的精致妆容展示，而是切入夜间娱乐语境，以"尽兴"态度重构品牌与消费者的连接方式。这一案例为高端美妆品牌如何通过场景跨界激活产品情绪价值，提供了"美妆即生活方式"的范式样本。

From March 9, 2026, Lancôme unveiled the "Live to the Fullest" LIVE HOUSE pop-up at Shanghai's GATE M West Bund Dream Center, marking a boundary-breaking retail experiment for the L'Oréal-owned luxury beauty house. Located at the West Bund—a rising landmark fusing art, commerce, and waterfront lifestyle—the activation centers on the ethos of "living fully," transforming conventional beauty counters into an immersive nightlife cultural venue.

The spatial design radically adopts LIVE HOUSE bar aesthetics, wrapping the entire field in deep burgundy velvet textures. Curved bar counters with high stools construct social relaxation, while giant LED screens dynamically showcase new lip lacquer collections, seamlessly merging product swatching with music bar scenarios. This "beauty + night economy" scene experiment shatters stereotypical counter retail impressions, binding the intense hues of lipsticks with nocturnal social emotions through crimson spatial narratives.

From an execution perspective, this pop-up reflects Lancôme's precise insight into Gen Z consumption contexts—moving beyond daytime polished makeup displays to切入nightlife contexts, reconstructing brand-consumer connections through a "live fully" attitude. This case offers a paradigm for how premium beauty brands activate product emotional value through scene跨界, embodying the "beauty as lifestyle" philosophy.

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