巴黎水 偷一段巴黎时光·上海站

2026年06月17日-2026年06月21日

上海 五原路

项目预告

项目传播

项目现场

2026年6月17日至21日，法国气泡水品牌巴黎水（Perrier）于徐汇五原路梧桐街区打造「偷一段巴黎时光・上海站」城市街巷巡礼式轻量线下活动，联动WILDE王尔德、麻雀、动径、NO FILTER四家本土特色独立门店，打造串联式法式打卡路线，跳出商场封闭式快闪模式，以"15分钟短途法式出逃"为核心概念，将品牌标志性青绿色视觉、法式生活美学与城市下午茶场景结合，面向都市白领、文艺青年打造低成本沉浸式法式体验。

从空间与造型来看，整条活动路线沿五原路沿街排布统一法式主题软装，以品牌经典复古绿、纯净白为主视觉，每家合作门店配套专属巴黎风小型装置，沿街设置法式复古单车、迷你巴黎水流动贩卖车、花束橱窗、复古街景立牌等打卡点位，统一植入Maison Perrier品牌标识与气泡元素，与街边梧桐树荫相融，打造行走式城市浪漫布景。活动采用街巷联动轻特装形式，无大型固定搭建，仅以软装海报、花艺摆件、小型展示台做氛围改造，保留四家门店原有经营调性，日间梧桐光影搭配夜间柔和暖光，整条街区氛围感柔和治愈。

从制作与运营层面，整套活动设置完整集章护照互动体系，访客到场即可领取专属巴黎主题打卡护照，依次走访四家合作门店完成打卡盖章，集齐全部印章可兑换巴黎水限定周边、气泡特调饮品兑换券。每家门店同步推出品牌联名限定特调，融合鲜果风味与巴黎水气泡口感，店内陈列全系列小彩罐产品，搭配法式画报、巴黎街景图文展板，讲述品牌源自巴黎的百年水源故事。线上同步开启互动活动，用户分享线下打卡图文可参与抽奖，终极福利为往返巴黎旅行名额，打通线下体验与线上长效传播链路。

巴黎水作为1863年诞生于法国南部Vergèze的天然含气矿泉水，长期以"巴黎式随性优雅"为品牌内核，是全球法式生活方式的标志性符号。此次五原路街巷巡礼摒弃商业化展销氛围，以街巷漫游、下午茶轻体验为载体，把巴黎式松弛生活感植入上海城市日常，依托五原路网红文艺街区流量产出大量氛围感UGC内容，打造沪上夏日极具辨识度的城市法式漫游打卡路线，同步主推小彩罐全线新品，完成品种草、品牌调性输出与年轻客群沉淀。

Perrier "Steal a Moment of Paris · Shanghai Station" — A French Relaxation Roam on Wuyuan Road

From June 17 to 21, 2026, French sparkling water brand Perrier launched "Steal a Moment of Paris · Shanghai Station"—an urban street parade-style lightweight activation on Xuhui's Wuyuan Road, a plane tree-lined neighborhood steeped in local charm. Partnering with four independent establishments—WILDE, Sparrow, Moving Path, and NO FILTER—the project wove a connected French-style check-in route, deliberately breaking from the enclosed mall pop-up convention. With "a 15-minute short French escape" as its core concept, the activation fused the brand's iconic emerald green visual identity, French lifestyle aesthetics, and urban afternoon tea scenarios to deliver accessible, low-cost immersive French experiences for urban professionals and culturally attuned youth.

In terms of spatial design and form, the entire Wuyuan Road route was dressed in unified French-themed soft decorations, with the brand's classic vintage green and pure white as the dominant visual palette. Each partner store hosted exclusive Parisian-style micro-installations, while the street itself featured French vintage bicycles, mini Perrier mobile carts, flower bouquet windows, and vintage street scene standees—all unified with Maison Perrier branding and bubble elements that mingled with the plane tree canopy to create a walkable urban romantic backdrop. The event embraced a street-connected, lightweight special decoration approach with no large fixed structures; only soft decoration posters, floral arrangements, and small display platforms transformed the atmosphere, preserving each store's original character and authenticity. Daytime plane tree shadows paired with nighttime soft warm light cultivated a gentle, healing street atmosphere that shifted in mood but never in charm.

On the production and operations front, a complete stamp passport interaction system anchored engagement: visitors received exclusive Paris-themed passports upon arrival, collecting stamps across all four partner stores to redeem limited Perrier peripherals and sparkling special drink vouchers. Each store launched brand co-branded limited specials that fused fresh fruit flavors with Perrier's signature bubbly texture, while displaying the full small can series alongside French pictorials and Paris street scene panels narrating the brand's century-old water source story. Synchronized online activities invited users to share offline check-in posts for lucky draws, with the ultimate prize being a round-trip to Paris—connecting physical experience with sustained digital propagation.

Born in 1863 in Vergèze, southern France, Perrier has long embodied "Parisian casual elegance" as its brand essence, becoming an iconic symbol of global French lifestyle. This Wuyuan Road street parade deliberately abandoned commercial exhibition atmosphere, using street roaming and afternoon tea light experiences as vehicles to implant Parisian relaxed living into Shanghai's daily urban fabric. By leveraging Wuyuan Road's established reputation as a culturally vibrant, social-media-favorite neighborhood, the activation generated massive atmospheric UGC content, creating a highly recognizable urban French roaming check-in route for Shanghai's summer season—while simultaneously promoting the new small can series and completing the full cycle of product seeding, brand tone output, and young customer cultivation.

-end-

图片及内容来自网络及品牌公开信息，出处见网络

文字来自 AI 编辑完成，AI信息自我辨识