中国李宁功夫街区

中国李宁功夫街区

2026年10月23日-2026年10月25日

上海 巨富长街区

项目预告

项目传播

项目现场

中国李宁「功夫街区」落址上海巨富长（巨鹿路、富民路、长乐路）潮流街区，是功夫系列继巴黎时装周秀场之后，落地城市街头的分布式巡街项目，延续品牌以东方功夫为内核、解构传统武术美学的长期创作脉络，跳出单一封闭快闪店模式，以 “步法、身法、手法、功底” 四大概念串联 SPOT SKATE、BADMARKET、HARDWARE COFFEE、TIMESREMAKE 四大在地合作据点，打造一条可漫游的 City Kungfu 城市动线。

项目空间尊重街区原生梧桐街巷肌理，不做强侵入式改造，每个点位依托原有店铺基底做轻量化主题植入，造型统一采用手绘卡通功夫插画视觉体系，搭配木色、炭灰、低饱和撞色，滑板坡道、全身镜打卡墙、咖啡操作台、艺术化木人桩装置分别对应四大招式叙事；制作上以 UV 插画喷绘、薄型板材、镜面裁切、实木道具、柔性布艺包覆为主，模块化道具便于快速进场、复原，兼顾街区市容管控要求与拍照传播属性，将功夫招式转化为年轻人熟悉的滑板、穿搭对镜、咖啡手作、武术体验场景。

活动期内设置功夫秘籍集章打卡、滑板姿势定格、对镜穿搭拍摄、限定功夫拉花咖啡、咏春木人桩互动体验，集齐印章可兑换限定周边，线下漫游打卡与线上传播深度绑定，依托巨富长本身的 Citywalk 流量，引导用户发布路线打卡笔记，联动潮流博主分头解锁点位，形成分布式 UGC 扩散。

项目意义在于剥离功夫固有的武侠刻板印象，把 “刚柔并济、动静相宜” 的东方精神转化为日常潮流态度，让功夫系列服饰在街头场景完成穿搭种草，打通滑板、买手、咖啡、国风武术等多元圈层，持续夯实中国李宁东方潮流的品牌标签，完成高级运动时装从秀场概念走向城市日常的叙事落地。

Li-Ning Kung Fu Block lands in Shanghai’s Jufuchang district covering Julu, Fumin and Changle Road. As an extension of the Kung Fu collection debuted at Paris Fashion Week, this distributed street activation abandons a single enclosed pop-up format. It connects four local venues including SPOT SKATE, BADMARKET, HARDWARE COFFEE and TIMESREMAKE under four themes: Footwork, Body Posture, Hand Technique and Foundation, forming a roamable City Kungfu route.

Respecting the original plane-tree streetscape, the installation adopts light-touch implantation without heavy reconstruction. Each site applies a unified illustrated cartoon Kung Fu visual system, with skate ramp, full-length mirror wall, coffee bar and artistic wooden dummy matching the four chapters. Fabricated with UV printed graphics, slim panels, mirror cutouts, solid wood props and soft fabric wrapping, the modular system enables fast setup and restoration, complying with street regulations while catering to social media visuals.

During the activation, visitors collect stamps in a Kung Fu booklet via skate pose challenges, mirror fit checks, signature latte art and Wing Chun wooden dummy trials for limited gifts. On-site roaming is closely linked to social marketing: the well-known Jufuchang Citywalk traffic and creator coverage drive scattered UGC.

The campaign strips away stereotyped wuxia imagery, reinterprets Kung Fu’s balanced ethos as contemporary street style. It contextualises the apparel collection within youth culture, connects skate, fashion, coffee and martial arts communities, reinforces Li-Ning’s oriental fashion positioning, and translates runway high sportswear into tangible urban lifestyle narrative.

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