美腕「李佳琦超级双 11・OFFER 真箱好物展」

美腕「OFFER 真箱好物展」

2026年10月05日-2026年10月07日

上海 前滩公园巷

项目现场

美腕打造「李佳琦超级双 11・OFFER 真箱好物展」落地上海前滩公园巷，是品牌为双 11 大促预热打造的线下 IP 街区展。项目历史背景根植于直播电商行业线上内容线下化的探索趋势，《所有女生的 OFFER》作为李佳琦直播间双 11 重磅 IP 综艺，聚焦品牌谈判、好物甄选的台前故事，本次展览正是将屏幕里直播间谈判桌的叙事搬到城市公共空间，打破直播只能在线上观看的局限，借助城市公共街区的开放属性，完成大促前期用户心智预热。

在空间造型与制作层面，整条 300 米沿街街区作为展场，沿线排布 73 个巨型 OFFER 行李箱艺术装置，集合 67 个美妆、家居、个护参展品牌。设计以行李箱作为核心视觉符号，象征直播间谈判争取而来的优惠 offer，把线上商品链接转化为实体可沉浸式打卡装置，箱体内部陈列各品牌明星单品，让虚拟商品信息转变为可近距离观看、触摸的实体展品，整体装置兼顾街区远距离视觉识别与近景细节展示，适配开放式街区的参观动线。展览免费向公众开放，访客沿着街区漫步逛展，现场设置互动打卡任务，观众在社交平台发布打卡内容即可兑换品牌福利。

活动期现场内容和传播营销深度绑定，开放式城市街区场景降低参与门槛，面向所有女生粉丝、美妆爱好者与城市逛街人群，巨型行李箱装置自带话题记忆点，游客、垂类博主自发产出打卡内容，在社交平台持续发酵，为即将到来的双 11 直播间蓄水。项目意义在于打通直播电商 IP 和城市公共街区，将直播间场景从线上屏幕平移至街头，跳出传统商业快闪封闭展厅模式。本次展览不仅为入驻品牌提供线下曝光窗口，同时以沉浸式叙事强化 “谈 offer” IP 故事，集品牌展品展示、社交打卡传播、大促预热蓄水于一体，完成 IP 价值放大、多品牌联合曝光与双 11 消费情绪预热的多重营销目标。

Meiwan presents “Li Jiaqi Super Double 11 · OFFER Real Box Goods Exhibition” at Qiantan Park Lane in Shanghai, an offline IP block exhibition created for preheating the Double 11 shopping festival. Historically, it follows the industry trend of translating livestream e-commerce online content into offline experience. As Li Jiaqi’s flagship annual IP program, All Girls’ OFFER records brand negotiations and product selection stories. This exhibition brings the negotiation narrative behind the screen into urban public space, breaking the limitation that livestreams only exist online. Leveraging the open urban block, it preheats consumer mindset before the major shopping campaign.

In terms of spatial design and fabrication, the 300-meter street serves as the venue, lined with 73 oversized OFFER suitcase art installations from 67 participating brands covering beauty, home and personal care categories. The suitcase is adopted as core visual symbol, representing favorable offers negotiated in the livestream room. Virtual online product links are transformed into tangible walk-in art installations, with brand star products displayed inside each case, converting digital product information into physical exhibits for close viewing. The installations balance long-distance visual impact for street passers-by and fine details for visitors, matching the wandering route of an open-air block. Free for public entry, the exhibition invites visitors to stroll along the street. Interactive check-in missions are available; visitors who share posts on social media can redeem brand benefits.

On-site experience and marketing are tightly integrated. The open urban venue lowers participation barriers. Targeting loyal fans, beauty lovers and casual city visitors, the giant suitcase installations create strong memorable talking points. Tourists and vertical influencers generate organic check-in content and fuel social media discussions, accumulating audience interest for the upcoming Double 11 livestream. The project connects livestream IP with public urban blocks and moves livestream scenarios from digital screens to city streets, stepping out of enclosed conventional pop-up showrooms. It provides offline exposure for participating brands and strengthens the “negotiating OFFER” IP narrative through immersive storytelling. Integrating brand showcase, social sharing and pre-campaign audience preparation, it fulfills multiple marketing objectives including IP value amplification, multi-brand joint exposure and emotional preheating for Double 11 consumption.

关于 美腕

美腕（美 ONE）是国内头部直播电商企业，2014 年成立，打造了李佳琦直播间、《所有女生的 OFFER》、奈娃家族等知名 IP，构建覆盖直播、自制内容、文创 IP 的完整内容生态。企业以内容驱动消费，持续联动美妆、家居、食品等多元品牌，深耕直播选品与用户服务。美腕积极探索线上 IP 落地线下的全域营销模式，擅长结合城市公共空间打造街区式展览，将直播间叙事延伸到实体场景，搭建品牌、消费者之间的多元沟通桥梁。

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