Luneurs X Marc Jacobs「雏菊绿野」联名主题店

作者: Winniekong

代理商: TBC

#活动现场 #活动管理 #活动执行 #展示管理 #设计管理

项目品牌： Marc Jacobs

项目行业：香水

项目日期： 2026-08-10 10:00 2026-08-31 22:00

项目地点：上海洛克外滩源

项目名称： Luneurs X Marc Jacobs「雏菊绿野」联名主题店

Luneurs × Marc Jacobs「雏菊绿野」联名主题店

2026年08月10日-2026年08月31日

上海洛克外滩源

项目现场

Marc Jacobs携手Luneurs落地圆明园路洛克外滩源门店，打造绿野仙踪雏菊香氛跨界主题店，以品牌经典绿野仙踪雏菊香水为核心创作灵感，实现美妆香氛与烘焙甜品的创意跨界融合。

项目依托外滩源复古文艺的街区基底搭建沉浸式体验空间，整体以清新绿意与纯白雏菊为视觉核心，大面积铺设鲜活花艺与绿植装置，将香水清甜花果的嗅觉意象转化为直观治愈的视觉场景，弱化商业营销感，营造松弛治愈的城市下午茶氛围。空间兼顾体验与互动功能，不仅创新研发香蕉香根草雪葩限定联名甜品，精准复刻香氛花果与木质层次调性，还设置雏菊拼图趣味互动区域，构建味觉、嗅觉、视觉三位一体的沉浸式体验。

消费者消费联名甜品即可兑换品牌香水小样，进一步提升现场参与感与体验价值。项目借力洛克外滩源天然打卡流量与街区潮流属性，精准吸引年轻消费者与探店博主到访分享，依托生活化休闲场景完成双向品类种草，打破香氛与甜品的品类壁垒，依托线下实景体验驱动社交平台自发传播，构建双向破圈曝光、用户体验种草与品牌流量转化的完整营销闭环。

Marc Jacobs joins hands with Luneurs to launch a cross-border fragrance-themed store at Rock Bund Source on Yuanmingyuan Road, inspired by the brand’s iconic Daisy perfume.

The project realizes an innovative integration of beauty fragrance and dessert catering. Rooted in the retro and artistic block atmosphere of the Bund Source, the space is centered on fresh green tones and pure white daisy installations. Lush floral and greenery decorations visually interpret the fresh fruity and floral notes of the perfume, creating a relaxing and healing afternoon tea atmosphere.

The venue integrates multi-dimensional experiences including taste, smell and vision. The co-branded banana vetiver sorbet is exclusively developed to restore the layered fruity, floral and woody scent of Daisy perfume, while a daisy puzzle interactive area enriches on-site fun. Customers who purchase co-branded desserts can redeem perfume samples to enhance experiential value. Leveraging the natural check-in traffic and trendy attributes of the historic block, the project attracts young consumers and bloggers for spontaneous social sharing. Breaking the category boundary between fragrance and dessert, it completes two-way brand exposure and audience seeding through immersive offline scenarios, forming a complete marketing closed-loop of social communication, cross-circle penetration and consumption conversion for both brands.

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