「米菲的欢乐派对」无锡恒隆广场

米菲的欢乐派对

2026年09月22日-2026年10月25日

无锡 恒隆广场

项目现场

无锡恒隆广场 13 周年重磅企划「米菲的欢乐派对」无锡首展，展期自 2026 年 9 月 22 日至 10 月 25 日，横跨中秋与国庆双节，引入荷兰国民 IP 米菲，将整座购物中心转化为沉浸式绘本童话世界。项目依托商场周年节点，把海外经典 IP 与无锡本土文化融合，跳出传统商场周年促销的单一模式，借助米菲简约干净、治愈温暖的 IP 气质，在高端商业空间制造童趣反差感，面向亲子家庭、IP 藏家与年轻打卡群体打造城市级 IP 展览，为高端购物中心周年庆开展 IP 跨界在地化落地提供可参考的实践样本。在空间造型与现场制作层面，项目采用全商场多点位分布式布局，以北广场巨型米菲装置作为核心视觉入口，创新设计米菲小笼包造型，植入无锡在地符号；场内串联户外钟表街、米菲巴士站台、城隍庙古戏台、28 米长米菲插画长廊、多层扶梯拱门等多处打卡点位，在商场全域埋设 IP 彩蛋。

以 “米菲的家” 作为叙事主线，搭建米菲的欢乐派对、米菲的圆舞曲、米菲伙伴的小屋、米菲轨道迷宫、米菲滚球游戏五大互动主题场景，二楼南中庭设立米菲快闪店，陈列百余种周边新品与联名好物。整体采用轻量化模块化美陈，不破坏商场原有高端空间质感，兼顾大型户外装置的视觉冲击力、室内互动场景的游玩安全性与全商场漫游式打卡动线，实现童话绘本氛围与恒隆高端商业环境的平衡共生。

活动周期内，访客可漫游全商场寻找米菲彩蛋，体验五大主题互动场景，参与多层闯关集章，完成游戏任务抽取限定礼品，并在快闪店选购 IP 周边。从传播营销维度来看，巨型米菲小笼包等在地化创意装置自带话题属性，极易激发访客拍摄并产出社交平台 UGC 内容，带动线上话题传播。项目将 IP 沉浸式体验、周年商业福利、假期客流引流三者结合，以童趣体验弱化商业推销感，借助米菲全球认知度吸引跨圈层客群，完成商场周年品牌造势、IP 文化体验、客流吸引与消费转化的完整营销闭环。

As the flagship campaign for the 13th anniversary of Wuxi Plaza 66, the first Wuxi exhibition “Miffy’s Happy Party” runs from September 22 to October 25, covering Mid‑Autumn and National‑Day holidays. The iconic Dutch national IP Miffy transforms the whole shopping mall into an immersive fairy‑tale world derived from picture books. Launched for the mall anniversary, the project integrates the classic overseas IP with local Wuxi culture. Breaking conventional mall anniversary sales campaigns, it leverages Miffy’s simple, pure and soothing temperament to create a lovely contrast within the high‑end commercial venue.

Targeting families with children, IP collectors and young visitors, this city‑scale IP exhibition offers a practical reference for luxury shopping malls to carry localized IP crossover events during anniversary celebrations. In terms of spatial styling and on‑site production, the project adopts a distributed layout across the entire mall. A giant Miffy installation sits on the north plaza as the main visual entrance, featuring an innovative Miffy x Wuxi soup dumpling design that incorporates local cultural symbols. Scattered check‑in spots including outdoor clock street, Miffy bus stop, Chenghuang Temple ancient stage, a 28‑metre Miffy illustration corridor and arch decorations along escalators are arranged all over the mall, with numerous hidden IP easter eggs.

Following the narrative starting from “Miffy’s home”, five interactive zones are built: Miffy’s Happy Party, Miffy’s Waltz, Friends’ Cottage, Miffy Track Maze and Miffy Ball Rolling Game. A Miffy pop‑up store on the south atrium of the second floor offers more than one hundred new merchandise and co‑branded products. Lightweight modular decorations are applied without damaging the original premium texture of the mall. The design balances striking visual effect of outdoor sculptures, safety requirements of indoor interactive zones and roaming visiting routes, achieving harmonious combination between fairy‑tale atmosphere and sophisticated commercial environment.

During the exhibition, visitors wander around the mall to discover Miffy easter eggs, experience five themed interactive scenes, join multi‑level stamp‑collecting challenges and win limited gifts, and purchase IP merchandise at the pop‑up shop. From marketing‑communication perspective, localized creative installations such as giant Miffy soup dumplings carry strong topic potential and inspire visitors to generate abundant UGC content on social media. The project integrates immersive IP experience, anniversary commercial benefits and holiday passenger flow. It reduces the sense of hard selling via playful experience and attracts diversified audiences relying on Miffy’s worldwide popularity. A complete marketing closed‑loop is formed, covering mall anniversary branding, IP cultural experience, visitor attraction and consumption conversion.

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