名创优品YOYO「夏日企划」滨江户外装置

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：待定

项目行业：快速消费品

项目日期： 2026-07-24 10:00 2026-07-26 22:00

项目地点：上海富都滨江欢乐广场

项目名称：名创优品YOYO「夏日企划」滨江户外装置

YOYO 夏日企划黄浦江打卡装置

2026年07月24日-2026年07月26日

上海富都滨江欢乐广场

项目现场

7月24日至7月26日，名创优品YOYO「夏日企划」户外巨型装置登陆上海富都滨江欢乐广场，作为YOYO甜心生日派对城市漫游户外站点，是品牌联动室内商业快闪、拓展城市户外场景传播的重要落地项目，延续IP甜蜜治愈的夏日主题调性，面向年轻女性与潮玩爱好者打造水岸专属打卡地标，实现商业空间与城市滨江景观的双线联动传播。

在空间造型与制作层面，项目整体采用奶黄与甜粉糖果色系，以8米巨型YOYO充气立模为核心视觉焦点，搭配甜甜圈、生日礼箱、棒棒糖相框等童趣造景，直面黄浦江与外滩建筑群，坐拥一线城市天际线视野。场地采用开放式滨江模块化气模搭建，结构轻盈适配户外场景，依托日间自然光、傍晚落日余晖与夜间灯光氛围，打造全天候出片场景，多重取景框设计强化外滩同框互动体验。本次三日短期限时活动构成完整传播营销体系，依托滨江户外流量场景，以现场打卡兑礼、室内外双线权益联动为核心玩法，引导用户产出大量滨江氛围感UGC内容。话题持续全网发酵，串联城市户外公共场景与商场商业快闪，形成全城联动IP传播矩阵，进一步放大YOYO萌系治愈IP认知，打造今夏上海滨江标志性的户外限时艺术打卡装置。

From July 24 to July 26, MINISO YOYO “Summer Project” large-scale outdoor installation lands at Shanghai Fudu Riverside Happy Plaza. Serving as the outdoor station of the YOYO sweet birthday city roving campaign, the project connects the indoor pop-up at IAPM mall with riverside public space, forming a dual-scene linkage communication system for young females and toy enthusiasts.

In terms of spatial design and production, the venue adopts a milky yellow and sweet pink candy color system. Centered on an 8-meter giant YOYO inflatable model and decorated with donuts, gift boxes and lollipop photo frames, the open modular installation faces the Huangpu River and the Bund skyline. Benefiting from natural daylight, sunset glow and night lighting, the multi-scene shooting framework enables immersive riverview photography throughout the day. Centered on the three-day intensive offline activities, the project builds an efficient marketing closed loop. Visitors can redeem limited gifts by posting check-in content online and enjoy exclusive consumption benefits at the indoor mall pop-up. Making full use of the scarce riverside landscape resources, the event continuously triggers online topic fermentation and UGC diffusion. It integrates urban commercial scenarios with outdoor public space, builds a city-wide IP communication matrix, strengthens YOYO’s cute and healing brand tone, and creates a landmark outdoor limited-time art installation along Shanghai riverside in summer.

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