上海恒隆广场 HOME TO LUXURY 2026「MOMENTUM 势能」

上海恒隆广场｜HOME TO LUXURY 盛装派对 2026「MOMENTUM 势能」｜2026 年 11 月 13 日—15 日｜上海 · 上海恒隆广场（L1 Art Pavilion ／ Pavilion ／ 六楼露台花园）

2026 年对上海恒隆广场是三重节点：恒隆地产 66 周年、广场开业 25 周年，以及 HOME TO LUXURY 盛装派对第十届。往年的派对以主商场中庭为核心，这一届换了版图——首次延伸至三期扩建项目 Pavilion 与全新文化艺术空间 Art Pavilion，把室内与户外、白天与夜晚连成一条线。

主题定为 MOMENTUM（势能），灵感取自竞速文化。这个选择决定了场景的语法：不是静态陈列，而是速度、光、声的叠加。白天是品牌与探索，入夜后转为声光与社交，同一片场地在十几个小时里换两次性格。

Art Pavilion 是户外段落的核心。这里以 Drift Bar 为视觉焦点，Hennessy 提供精品调酒；BOGNER 把一架直升机装置落在场地里，机身与旋翼构成的高山意象，与品牌冬季系列的语境直接对应——在城市的夜里给出一处「高山」的参照。装置四面临空，机头朝向主动线，人在任何角度都能读到完整轮廓；夜间的灯光从地面向上打，机身金属反射成一条亮带，成为整个户外区的视觉锚点。同一空间里的吧台、座椅与绿植围出社交边界，把打卡与停留放在同一段动线上。

Pavilion 则被当作夜间舞台使用，建筑外立面成了投影幕，光影秀沿立面展开。六楼露台花园交给曼谷来的 TRIBE Sky Beach Club，这是它首次亮相上海：高空浅水池、热带度假氛围，为「恒隆会」VIC 提供专属场次。三处场地各有一种空间尺度——户外广场、建筑立面、屋顶花园，同一晚可以按高度读过去。

内容层面，主商场与 Pavilion 合计近 40 家品牌参与，近 20 家首店在此期间亮相，覆盖时装、珠宝、腕表、餐饮与生活方式；餐饮由三位星厨分别承接，音乐则由国际流行歌手与说唱歌手搭配交响乐完成。传播与营销的落点在会员：活动三天按消费额度分档赠礼，全品牌三倍积分、餐饮五倍积分，把到场的注意力转成会员资产。整套安排里，装置负责引流，首店负责给出来一次的理由，积分与礼遇负责把这一晚变成可重复的消费关系。

十年足够让一个形式换掉外壳。早期的盛装派对是单晚的 VIC 晚宴，场地集中在商场内部；2026 这一届拉长到三天，扩展到商场、扩建楼与屋顶三个高度。这背后是高端商场用活动的方式变了：派对不再只是对高净值客人的答谢，它同时是一台内容机器——产出图片、短视频与报道，供接下来数周的传播使用，也是新空间的公开首秀。Pavilion 与 Art Pavilion 都需要一次正式亮相，周年给了它们这个机会。直升机装置最能说明分工：它不是产品陈列，BOGNER 的冬季系列在品牌空间里，飞机在门外先把气氛立起来；这要求装置在广场尺度上成立，也要求在夜里人流最密的时候仍然成立。

Plaza 66 Shanghai | HOME TO LUXURY 2026 — MOMENTUM | 13–15 November 2026 | Shanghai · Plaza 66 (L1 Art Pavilion ／ Pavilion ／ 6F terrace garden)

Three anniversaries meet at Plaza 66 in 2026: 66 years of Hang Lung Properties, 25 years of the Shanghai mall, and the tenth edition of HOME TO LUXURY. In previous years the party centred on the main mall's atrium. This edition redraws the map — for the first time the event extends into Pavilion, the third-phase expansion, and into Art Pavilion, a new cultural and arts space, linking indoors with outdoors and daytime with night.

The theme is MOMENTUM, drawn from racing culture. That choice sets the grammar of the set: not static display but speed, light and sound layered together. Daytime belongs to brands and exploration; after dark the same ground changes character into light and social programming — one site with two personalities inside a dozen hours.

Art Pavilion anchors the outdoor section. Drift Bar is the visual focus here, with Hennessy serving cocktails, and BOGNER lands a helicopter installation on the site: fuselage and rotor blades build an alpine image that speaks directly to the brand's winter collection, giving the city night a reference point at altitude. The piece stands free with clear approach on every side and the nose turned toward the main route, so the full silhouette reads from any angle; at night the lighting comes from ground level and the metal skin picks it up as a bright band, making the aircraft the anchor of the whole outdoor zone. Bar counters, seating and planting define the social edge around it, holding photo-taking and lingering on the same stretch of route.

Pavilion works as the night stage, its facade turned into a projection surface for a light show that runs across the elevation. The sixth-floor terrace garden goes to TRIBE Sky Beach Club from Bangkok, appearing in Shanghai for the first time: a shallow rooftop pool and a tropical resort atmosphere, programmed as a private session for House 66 VIC members. Three sites, three spatial scales — outdoor plaza, building elevation, roof garden — all legible in one evening by moving vertically.

On content, close to 40 brands across the main mall and Pavilion take part, with nearly 20 first stores opening during the run, spanning fashion, jewellery, watches, dining and lifestyle; three starred chefs handle the dining programme, and the music pairs an international pop vocalist and a rapper with a symphony orchestra. The marketing lands on membership: tiered gifts against spend across the three days, triple points mall-wide and fivefold on dining, converting attendance into membership value. Within that arrangement the installations pull traffic, the first stores supply a reason to come, and points and gifts turn one evening into a repeatable spending relationship.

Ten years is long enough for a format to change its shell. Early editions ran as a single-evening VIC gala concentrated inside the mall; the 2026 version stretches to three days and three levels — mall, expansion building, roof. That tracks a broader shift in how luxury malls use events: the party is no longer only a thank-you to top clients, it is a content engine producing stills, short video and press coverage for weeks afterwards, and a public debut for new space. Pavilion and Art Pavilion both needed one, and the anniversary supplied the occasion.

The helicopter shows how the pieces divide work. It is not a product display: BOGNER's winter collection sits inside the brand space, while the aircraft outside sets the mood before anyone reaches the door. That is a different job from a display stand — the installation has to hold at the scale of a plaza, and it has to hold at night, when the audience is at its densest.

-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