【Leather在现场】王一博的「小嗷 AOO 万物可爱守则」主题展览

【Leather 在现场】记录的「小嗷 AOO 万物可爱守则」主题展览落地北京蓝色港湾，作为本土原创 IP 小嗷 AOO 的线下首展，项目依托蓝色港湾开放式滨水商业街区的特质，打造治愈系沉浸式 IP 主题空间。当下国内原创艺术 IP 持续崛起，区别于海外成熟 IP 的流量逻辑，本土 IP 更侧重情绪共鸣与生活化叙事，本次展览正是原创 IP 走出线上内容阵地，在线下商业空间建立实体形象、拉近和大众距离的重要实践。

从项目空间、造型与制作角度解读，展览沿蓝色港湾滨湖步道分散式布局，没有设置封闭展厅，采用开放式场景植入的方式，将小嗷 AOO 的软萌形象融入湖畔景观。整体以柔和奶蓝色与米白为主色调，多个大小不一的立体雕塑装置错落分布，包括主视觉巨型小嗷 AOO 立像、守则语录打卡墙、云朵休憩装置与趣味互动标牌，以圆润柔和的造型语言诠释 “万物可爱” 的核心主题。现场道具多采用玻璃钢雕塑、柔性软包与轻量化喷绘展板组合制作，兼顾户外滨水环境的耐候性，同时保留柔软治愈的视觉质感，和蓝色港湾湖景、欧式建筑形成柔和呼应。

活动周期内，展区设置漫游式打卡动线，访客沿着滨湖路线依次打卡各主题点位，收集不同版本的「万物可爱守则」语录；现场配套 IP 限定周边商店，发售小嗷 AOO 公仔、贴纸、帆布袋等原创衍生品，参与打卡集章活动还可兑换限定小礼品。活动内容与传播营销形成紧密联动，圆润治愈的 IP 雕塑、湖畔场景自带极佳的拍照属性，鼓励访客、美学博主在社交平台发布打卡图文短视频，生成大量 UGC 内容。开放式滨水场景降低观展门槛，线上内容持续扩散，吸引城市年轻群体、亲子家庭专程前往打卡，带动商圈客流与衍生品销售。本次展览代表国内原创 IP 的线下运营新思路，不再局限于商场中庭封闭快闪，而是利用滨水街区的自然场景做散点式空间叙事，将 IP 从线上平面形象转化为可触摸、可漫游的实体体验，为本土原创艺术 IP 在开放式商业街区的线下策展与品牌运营提供了可参考的范本。

Documented in the column “Leather ONSITE”, the exhibition “AOO: Code of Loveliness” of original local IP AOO is held at Solana Lifestyle Shopping Park in Beijing. Serving as the first offline exhibition of homegrown IP AOO, the project leverages the open waterside commercial block of Solana to build a healing immersive IP-themed space. As domestic original art IPs keep thriving, unlike the traffic-oriented logic of mature overseas IPs, local IPs focus more on emotional resonance and daily storytelling. This exhibition marks a key practice for native IPs to step out of online content ecosystems, establish physical identities in offline commercial spaces and build closer connections with audiences. Analyzed from space, styling and fabrication perspectives, the exhibition is scattered along the lakeside walkway of Solana without enclosed exhibition halls.

Adopting open scene implantation, it integrates the cute image of AOO into the lakeside landscape. The whole venue adopts soft milk blue and off-white as main tones. Multiple 3D sculptures of varying sizes are arranged scatteredly, including the giant main AOO statue, quote photo walls, cloud-shaped rest installations and interactive signs. Rounded and gentle shapes interpret the core theme “Everything is lovely”. The props combine fiberglass sculptures, soft packages and lightweight printed panels. The materials are weather-resistant for the outdoor lakeside environment while maintaining a soft and soothing texture, harmonizing with Solana’s lake view and European-style buildings.

During the exhibition, visitors follow a roaming route to check in at themed spots and collect different versions of “Code of Loveliness”. An IP pop-up store sells original merchandise including AOO dolls, stickers and tote bags. Participants can get limited gifts by completing stamp-collecting tasks. On-site activities are closely linked with marketing communication. The healing IP sculptures and lakeside scenery are highly photogenic, encouraging visitors and lifestyle creators to post UGC photos and short videos on social platforms. The open waterside venue lowers access barriers. Viral online content attracts young visitors and family groups, boosting mall foot traffic and merchandise sales. This exhibition demonstrates innovative offline operation strategies for domestic original IPs. Instead of confined atrium pop-ups, it adopts scattered spatial storytelling within open waterside blocks, transforming the IP from a flat online image into a tangible, roaming experience. It provides a valuable reference for offline curation and brand operation of local original art IPs in open commercial districts.

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