【陆家嘴中心L+MALL】 Movie Moment 电影街区

2026年06月14日-2026年06月18日

上海 陆家嘴中心L+MALL

项目现场

借力第28届上海国际电影节文化热度，陆家嘴中心L+MALL联合ELLEMEN与抖音生活服务乐活上海，于6月14日至6月18日，在商场LG下沉广场落地限时沉浸式「Movie Moment电影街区」项目。

项目以“小生活大电影”为核心主张，突破传统电影节单一放映模式，面向陆家嘴年轻白领与观影群体，融合复古胶片美学、经典影视场景复刻与生活化社交体验，打造城市核心商圈的露天电影主题街区，同时联动场内商户推出专属福利，实现场景体验、线上传播与商场客流转化的深度联动。在空间造型设计上，项目整体采用米白、炭黑、复古鎏金的低饱和胶片色调，以胶片框、放映机、电影票根等影视符号贯穿全场，开放式无围挡布局保障通行流畅度，昼夜差异化光影结合陆家嘴摩登高楼，形成复古与现代碰撞的独特视觉质感。

场地沿漫游动线打造五大递进式打卡场景，精准复刻四大经典影视名场面，搭配复古报刊亭、胶片道具与糯米儿IP装置，兼顾文艺复古与治愈松弛的双重氛围。落地制作采用轻量化模块化装配式工艺，布景装置可快速拆装，适配限时展览需求，搭配低门槛线上线下互动玩法，引导用户自发产出社交内容。

该项目有效激活商场夜间客流，依托电影节城市文化IP打造浦东标志性文艺打卡地，构建了商业场景、文化传播与流量转化的完整营销闭环，为城市商业体联动城市文化赛事开展主题营销提供优质范本。

Leveraging the cultural popularity of the 28th Shanghai International Film Festival, L+MALL Lujiazui Center collaborated with ELLEMEN and Douyin Local Life Lehuo Shanghai to launch the limited-time immersive "Movie Moment Film Block" at the mall’s LG sunken plaza from June 14 to June 18.

Centered on the core proposition of "Ordinary Life, Extraordinary Movies", the project breaks the single screening mode of traditional film festivals. Targeting young white-collar workers and movie lovers in Lujiazui, it integrates vintage film aesthetics, restored classic movie scenes and social interactive experiences to build an open-air film-themed block in the core business district, and drives in-store consumption by launching exclusive merchant benefits. Adopting a low-saturation vintage film visual system dominated by off-white, charcoal black and retro gold, the venue is decorated with classic film elements such as film frames, projectors and vintage posters.

The open barrier-free layout ensures smooth pedestrian flow, while day and night light changes create a unique visual contrast between retro film texture and modern urban high-rises. Designed with five progressive themed scenes, the block perfectly restores classic scenes from four iconic movies, matched with vintage newsstands, film props and cute IP installations. Built with lightweight modular assembly technology, all installations are easy to disassemble and adapt to short-term exhibitions.

Paired with low-threshold online and offline interactive gameplay to stimulate UGC dissemination, the project revitalizes the mall’s night traffic, builds a landmark cultural check-in spot in Pudong, and forms a complete marketing closed loop integrating cultural empowerment, scene experience and passenger flow conversion.

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