MARVIS 玛尔仕上海新天地颠倒商店迎来一周年庆典

MARVIS 玛尔仕「环游世界奇想无限」主题空间

2026年09月11日

上海 新天地颠倒商店

项目现场

意大利高端口腔护理品牌MARVIS玛尔仕上海新天地颠倒商店迎来一周年焕新庆典，以「环游世界奇想无限」为全新年度主题，在原有现象级180°倒置空间IP基础上完成场景升级与叙事迭代，是品牌依托意式复古美学、突破日常护理品类局限、深耕城市潮流艺术场景的标志性年度项目。

自落地以来，该颠倒概念店便以反常规的空间设计打破大众对口腔护理品牌的传统认知，本次周年焕新进一步丰富品牌线下空间语言，延续品牌“重构日常、赋予生活奇想”的长期美学主张，具备品牌IP沉淀、场景价值升级与潮流圈层持续破圈的多重意义。

在空间造型与场景制作层面，项目保留门店标志性的倒置空间核心特色，将浴缸、洗手台等居家洗漱装置180°倒挂悬挂，延续荒诞治愈、反差高级的视觉记忆点；同时全新升级环球漫游主题叙事，创新性植入米兰、那不勒斯等意大利城市灵感展区，把地域人文风情与品牌意式基因深度融合，整体空间兼顾复古质感、趣味反差与沉浸式叙事层次。场景布局科学划分多站环游打卡装置与专业风味闻香体验区域，装置制作精致细腻，光影氛围柔和高级，既保留超高出片属性，又实现产品体验与空间美学的统一。

活动期内容体系丰富完整，现场开放全品类经典香型与周年限定新品沉浸式品鉴，配套专属周年互动游戏、主题集章打卡玩法，用户集齐印章即可兑换周年限定周边，同步上线专属一周年礼盒套装，完善线下体验与礼品消费链路。项目面向都市潮流人群、美学爱好者与精致生活消费者，将日常刷牙的生活化场景转化为跨地域的感官漫游体验，以趣味互动、艺术空间与稀缺限定产品构建差异化体验。从营销传播维度，本次周年焕新依托成熟网红空间基底，通过全新主题场景、专属福利与限定货品持续激活达人探店与社交打卡热度，借助小红书、抖音等平台UGC内容扩散，持续强化MARVIS小众高级、充满奇想的意式生活方式标签，实现品牌美学传递、用户粘性提升、新品声量发酵与圈层口碑长效传播的完整营销闭环。

The one-year anniversary renewal of MARVIS’s iconic “Upside-Down Store” in Shanghai Xintiandi launches with the theme “Travel Beyond Boundaries, Spark Infinite Wonders”. As an annual landmark project of the Italian premium oral care brand, it upgrades the classic 180° inverted space IP with a global travel narrative, continuing the brand’s long-term aesthetic philosophy of reconstructing trivial daily life with Italian retro romance and creative imagination.

Since its opening, the concept store has subverted the traditional retail cognition of oral care brands. This anniversary iteration further enriches MARVIS’s offline scene matrix, carrying strategic significance in brand cultural inheritance, trendy community penetration and high-end lifestyle empowerment. In terms of spatial styling and scene production, the project retains the classic upside-down visual feature with suspended bathtubs and washbasins, maintaining the unique surreal and high-texture spatial temperament. Meanwhile, it launches an all-new global roaming storyline, setting up themed exhibition areas inspired by Italian cities including Milan and Naples.

The elaborate scene design perfectly integrates regional humanistic aesthetics with the brand’s Italian origin, forming a layered, immersive and highly photogenic exhibition space. The venue is divided into multi-stop roaming check-in installations and professional scent tasting zones, enabling visitors to fully experience MARVIS’s classic fragrances and exclusive anniversary new products. During the event, exclusive anniversary interactive games and stamp-collecting activities are launched. Participants can collect customized peripheral gifts through completing offline tasks, while limited-edition anniversary gift boxes are officially released to enrich the on-site consumption and experience system.

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