Moose Knuckles「都市荒野狂想」主题活动（北京）

Moose Knuckles「都市荒野狂想」主题活动（北京）

2026年09月15日-2026年11月30日

北京 国贸商城 南区地下一层中庭

项目现场

Moose Knuckles「都市荒野狂想」主题限时空间落地北京国贸商城南区地下一层中庭，展期自 2026 年 9 月 15 日至 11 月 30 日，属于周期较长的沉浸式主题零售展，承接品牌 2026 秋冬「City Tundra 城市苔原」全球 campaign，把加拿大冰原荒野意象植入高端都市商业场景，打通品牌全球叙事与国内线下体验。空间造型以极地冰原为核心灵感，搭建层叠冰棱垂吊装置、仿真雪原地面，搭配镜面与冷调金属框架，以通透盒体结构划分陈列区、打卡区与工艺展示区，金色品牌小剪刀标识作为视觉锚点，在规整的国贸中庭空间里制造冷峻、粗粝又兼具奢感的极地氛围；制作上采用模块化预制装置，兼顾长展期的耐久度、地下中庭通风采光条件与客流动线规划，冰棱、雪景造景兼顾视觉效果与安全维护成本，弱化强艺术装置感，偏向可长期运营的主题精品店形态。现场内容包含 Originals、Gold 系列等秋冬新品全系列展售、面料工艺解析墙，开幕场次邀请品牌挚友陈昊森到场，演绎 “非标准荒野猎人” 的人物设定，同步配套限定周边、造型打卡点。在传播营销链路中，项目采用 “长线运营 + 节点引爆” 策略，开幕明星话题集中释放，在小红书、时尚媒体输出荒野氛围感大片，拉长的展期能够承接国贸稳定的高净值到店客流，持续收割自然流量；线下空间是 campaign 的实体载体，将 “荒野精神、都市穿着” 的抽象概念可视化，体验后引导到店试穿转化，形成线上话题预热、线下长期承接、持续种草转化的闭环。放到行业背景来看，高端户外羽绒赛道普遍偏向纯硬核户外或者纯时装两条路线，Moose Knuckles 本次项目持续强化 “极地性能，都市穿着” 差异化定位，打破户外装备与都市时装的边界，依托国贸的重奢场域，持续巩固品牌在国内高端奢品羽绒赛道的辨识度。

Moose Knuckles “Wild Urban Fantasy” pop-up is located on the B1 Central Atrium, South Zone of China World Mall Beijing, running from September 15 to November 30, 2026. This long-duration immersive retail exhibition supports the brand’s global FW26 “City Tundra” campaign, translating Canadian arctic wilderness narrative into a premium urban retail context. Drawing inspiration from glacial landscapes, the installation features layered icicle sculptures, simulated snow terrain, mirrored panels and cool-toned metal frames. Framed as a transparent display box, it houses product zones, photo spots and craftsmanship exhibits, anchored by the gilded scissor logo. Modular prefabricated components suit the long-run schedule, site lighting constraints and visitor circulation, balancing aesthetic impact, safety and low maintenance. The space presents the full FW26 lineup including Originals and Gold collections, with material showcase panels. Brand ambassador Edward Chen featured in the launch event, embodying the “unconventional wilderness hunter” concept, alongside limited merchandise and photo installations. Its marketing strategy combines milestone launch hype with sustained long-term operation. Celebrity content fuels initial social buzz across fashion media and Xiaohongshu, while the extended run captures steady high-end foot traffic at China World Mall. As a physical extension of the global campaign, it materialises the idea of wilderness spirit for city dwellers, turning immersive visits into trial and sales conversion. Within the luxury outerwear market, which tends to split between hardcore outdoors and pure fashion, Moose Knuckles reinforces its unique positioning: technical arctic performance tailored for urban life, blurring the boundary between outdoor gear and metropolitan luxury fashion.

品牌简介

Moose Knuckles 创立于 2009 年，来自加拿大蒙特利尔，是知名奢品户外羽绒品牌，标志性 “小剪刀” 标识辨识度极高。品牌扎根加拿大极地防寒工艺，一件成衣需要上百道手工工序，兼顾硬核防寒性能、扎实用料与利落街头时装感，区别于传统厚重户外羽绒服。产品线覆盖经典派克大衣、轻量化叠穿外套、女装成衣系列，主打 “为苔原而生，为都市而设计”，在全球高端羽绒市场中走出兼具野性态度与轻奢质感的风格路线。

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