MFK「晶红540」五感艺术巡展

MaisonFrancisKurkdjian梵诗柯香「感官炼金术」艺术展

2026年09月17日-2026年10月18日

上海 新天地时尚一期

项目现场

MFK国际巡展首站落地上海新天地时尚一期中庭，是品牌以王牌香氛「晶红540」为核心打造的高端艺术落地企划，突破传统香氛快闪的单一试香模式，以艺术策展视角重构香氛传播逻辑，具有深化高端香氛艺术属性、普及香氛美学文化的重要行业意义。

本次项目空间造型极具典藏艺术质感，整体装置复刻艺术品专属典藏木箱形态，以极简高级的造型制作打造沉浸式展览视觉核心，围绕视听嗅味触五感维度构建完整体验体系。品牌联动调香大师弗朗西斯・库尔吉安，携手钢琴家、作曲家、米其林主厨与动态雕塑艺术家跨界共创，将抽象无形的香气转化为可全方位感知的艺术叙事，让香氛体验跳出单一嗅觉维度。活动期同步落地多元艺术内容，于凯迪拉克上海音乐厅举办《永恒符号》纪录片中国首映，深度解读晶红540的创作溯源与品牌内核。

同时搭建线上线下联动传播体系，用户完成社交平台打卡任务即可兑换香氛小样，以轻量化福利撬动大众参与。项目依托高端艺术策展形式，持续强化MFK的艺术香氛品牌调性，通过专业艺术内容输出与大众社交UGC传播相结合，实现高端文化破圈、香氛理念普及与品牌质感升级的完整营销闭环。

As the first stop of MFK’s global tour, the immersive art exhibition lands at the atrium of Shanghai Xintiandi Fashion Phase I. Centered on the iconic fragrance Baccarat Rouge 540, the project upgrades traditional fragrance promotion into high-end artistic curation, delivering profound significance for innovating luxury fragrance communication and popularizing scent aesthetics.

The core installation is designed in the shape of an art collection wooden case with sophisticated and minimalist styling, presenting an exclusive and collectible visual texture. Cooperating with perfumer Francis Kurkdjian, pianists, composers, Michelin chefs and kinetic sculpture artists, the exhibition interprets the classic fragrance from five sensory dimensions, turning intangible scent into tangible artistic narration. During the event, the Chinese premiere of the documentary Eternal Symbol is held at Cadillac Shanghai Concert Hall, comprehensively presenting the creation story and brand connotation of Baccarat Rouge 540.

The campaign adopts an online-offline linkage strategy. Visitors can obtain fragrance samples by completing social check-in tasks to boost public participation. With high-standard artistic exhibition forms, the project strengthens MFK’s luxurious and artistic brand temperament. Combining professional art output with mass UGC dissemination, it realizes cultural breakthrough, fragrance aesthetic popularization and brand image upgrading, forming an integrated high-end marketing closed loop.

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