乐事土豆餐厅

2026年03月25日

上海 新天地南里

项目预告

项目现场

2026年，乐事（Lay's）打造限时主题快闪餐厅，以"土豆+薯片"为核心叙事，邀请米其林星厨操刀，将零食品牌体验升维至精致餐饮场景。作为百事公司旗下全球领先的休闲食品品牌，乐事此次以"从农场到餐桌"为主题，不仅是对原料溯源的强调，更是品牌从休闲零食向生活方式符号的战略跨越。

空间设计层面，项目以标志性乐事黄为视觉锚点，构建沉浸式土豆宇宙：入口处巨型土豆车装置兼具打卡功能与限定薯泥派发，制造社交裂变；一楼散座以土豆艺术墙面与薯片元素营造轻松氛围；二楼套餐区则由米其林星厨Francesco Bonvini与CALIX主厨田帅联合打造限定菜单，将泡菜薯片、黑松露薯片等经典口味解构重组为烟熏牛肉佛卡夏、意式松露土豆玉琪等创意料理，完成从零食到正餐的味觉升维。露台与包房延续薯片黄主题，配合自拍互动与周边展示，构建全链路品牌体验。

此次快闪突破了传统零食营销边界，通过米其林级别的餐饮体验重塑消费者对土豆原料的感知，为快消品牌如何通过沉浸式餐饮空间实现品牌高端化提供了可复制的范式。

In 2026, Lay's launched a limited-time themed pop-up restaurant, centering on the "Potato + Chips" narrative and enlisting Michelin-starred chefs to elevate the snack brand experience into fine dining contexts. As PepsiCo's global leading snack brand, Lay's adopted the "Farm to Table" theme, emphasizing ingredient provenance while strategically transitioning from casual snacks to lifestyle symbols.

Spatially, the design anchors on Lay's signature yellow, constructing an immersive potato universe: a giant potato truck installation at the entrance serves as both a social media check-in point and limited-edition mash potato distribution hub; the first-floor casual dining area features potato art walls and chip-themed décor; the second-floor exclusive dining zone presents a curated menu by Michelin-starred Chef Francesco Bonvini and CALIX Chef Tian Shuai, deconstructing classic flavors like kimchi chips and black truffle chips into creative dishes such as smoked beef focaccia and potato gnocchi, completing the gastronomic elevation from snack to cuisine. The terrace and private rooms continue the chip-yellow theme, complemented by selfie interactions and merchandise displays, creating a full-spectrum brand experience.

This activation breaks traditional snack marketing boundaries, reshaping consumer perceptions of potato ingredients through Michelin-level dining experiences, offering a replicable paradigm for how FMCG brands can achieve premium positioning through immersive culinary spaces.

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