第二届小红书 Redland

第二届小红书 Redland 大型次元兴趣盛典于2026年10月2日至6日落地上海杨浦区复兴岛，是小红书基于平台年轻兴趣生态重磅升级的全域线下IP活动，也是杨浦区城市更新进程中盘活滨江老工业空间的标杆性文商旅融合项目。

作为黄浦江唯一的内陆江心岛，复兴岛留存着沪东造船厂百年船台、老旧厂房、工业码头等丰厚近代工业遗存，在《上海2035总体规划》中被定义为城市战略留白核心地块，具备极高的存量更新与文化再造价值。长期以来，杨浦区政府坚持“不大拆大建、一房一策、有机微更新”的城市更新理念，摒弃传统大拆大建的粗放改造模式，以“数字智能岛、设计艺术岛、人民城市岛”为核心发展定位，持续推动滨江工业锈带向青年文化、科创文创、公共休闲的复合型活力水岸转型。

本次小红书 Redland 活动正是政府活化闲置工业场地、利用青年潮流IP赋能老城更新、实现“工业遗存年轻化转型”的重点落地实践，为上海超大城市存量工业空间的柔性更新、场景再生、业态升级提供了全新可复制的样本。相较首届活动，本届盛典完成全方位量级升级，场地规模从8万平方米扩容至10万平方米以上，汇聚160余款顶流游戏、动漫IP，以“一场开放世界的兴趣探险”为核心主题，打破传统漫展单一陈列、商业售卖的固化模式，以兴趣社交、沉浸式体验、场景共创为核心，构建无边界的线下次元冒险岛屿，实现小红书线上二次元社群生态与城市更新公共空间的双向赋能、双向激活。

在空间造型与现场制作层面，项目严格遵循杨浦区“镶牙式微更新”原则，最大限度尊重复兴岛原生粗犷工业场地肌理，不进行大规模土建改造与结构破坏，依托岛屿开阔的户外存量空地，整体规划打造翻身时空港、重生试炼场、黄金海岸线三大主题探索分区。整体空间设计跳出商业化规整展馆布局，贴合“开放世界”的游戏化叙事逻辑，采用轻量化模块化艺术装置、主题造景与沉浸式氛围灯光，将梦幻潮流的二次元世界观植入厚重的百年工业场地，形成硬核工业肌理与柔软青春次元场景的极致视觉反差，塑造独属于复兴岛的工业潮玩美学。项目创新打造日夜双模式体验体系，日间主打开放式IP互动、打卡漫游、同好社交，夜间解锁专属NPC剧情演绎、沉浸式氛围夜景、限定舞台内容，搭配全球首创二次元花车巡游、冒险者营地演艺舞台，兼顾超大客流的安全疏散、沉浸式打卡质感与全城青年狂欢氛围，真正将曾经封闭沉寂的废弃工业荒地，改造为可漫游、可体验、可社交、可打卡的城市公共文化客厅。

活动周期内，现场落地AI陪伴互动游戏、全场景NPC任务体系、国际Coser实景演绎等多元内容，彻底打破线上次元浏览的单向壁垒，让年轻用户实现从线上云种草到线下沉浸式探险、圈层社交的完整体验。从项目价值与传播营销的深层关联来看，本次活动构建了“政府城市更新规划+平台内容生态+青年潮流文化”的全新联动模式。工业遗存与二次元潮流的差异化场景自带超强社交话题属性，持续催生海量用户UGC内容，在全网形成长效传播，既对外全方位展示杨浦区滨江工业更新的全新成果，塑造复兴岛青年文化地标的全新城市名片，又借助线下实景体验承接小红书亿级线上兴趣流量，激活沉寂老城空间、聚拢青年客群、拉动区域文商旅活力。最终形成空间活化、人气激活、内容破圈、品牌升级、消费赋能的完整城市营销闭环，深度夯实小红书在青年兴趣文旅赛道的领先地位，也为国内工业遗产年轻化、潮流化、场景化更新提供重要参考。

As a fully upgraded large-scale ACG carnival based on youth interest ecology, the second edition of Xiaohongshu Redland was held from October 2 to 6, 2026, on Fuxing Island, Yangpu District, Shanghai. It serves as a benchmark cultural, commercial and tourism integration project that revitalizes riverside old industrial spaces through urban renewal. As the only inland river island on the Huangpu River, Fuxing Island preserves abundant modern industrial heritage including century-old shipyards, abandoned factories and industrial docks left by Hudong Shipyard.

Defined as a core strategic reserved plot in Shanghai 2035 Master Plan, the island boasts great potential for stock space renewal and cultural regeneration. Adhering to the refined urban renewal philosophy of “no large-scale demolition, one building with one tailored strategy”, Yangpu District Government commits to transforming the former industrial rust belt into a dynamic compound waterfront integrating youth culture, technological innovation, cultural creativity and public leisure, with the core positioning of “Digital Intelligent Island, Design Art Island and People-Centered Urban Island”.

Redland stands as a key practical project that empowers old industrial space revitalization through trendy youth IPs, providing a replicable model for the gentle renewal and scene regeneration of stock industrial venues in mega-cities. Compared with the previous session, the event achieved comprehensive upgrading, expanding the venue from 80,000 square meters to over 100,000 square meters and gathering more than 160 top-tier game and animation IPs. Themed “An Open-World Interest Adventure”, it breaks the traditional exhibition mode dominated by simple display and commercial sales, focusing on interest-based socializing and immersive experience to build a borderless offline dimensional adventure island, realizing mutual empowerment between Xiaohongshu’s online ACG community and renewed urban public space. In terms of spatial styling and on-site production, the project strictly follows Yangpu’s “inlay-style micro-renewal” strategy, fully respecting the original rugged industrial texture without large-scale reconstruction or structural damage.

Three major themed zones — Time Port of Transformation, Rebirth Trial Ground and Golden Coastline — are constructed on the open idle industrial lots. Abandoning rigid commercial exhibition layouts, the design adopts lightweight modular installations and immersive lighting to embed dreamy secondary-dimensional aesthetics into the profound century-old industrial context, creating a unique visual contrast between tough industrial texture and youthful trendy scenes. The innovative day-and-night dual-mode system offers open IP interaction and free roaming in the daytime, while exclusive NPC storylines, night ambiance performances and the world’s first ACG float parade are launched at night. Balancing large passenger flow evacuation safety, immersive check-in experience and urban carnival atmosphere, the project transforms the once desolate abandoned industrial land into a vibrant urban public cultural living room accessible for roaming, socializing and sightseeing.

During the event, AI interactive games, full-scene NPC mission systems and international coser live performances break the one-way online browsing barrier, enabling young users to switch from virtual content appreciation to offline immersive adventure and community communication. In terms of project significance and marketing communication linkage, the campaign builds an innovative integration model of governmental urban renewal planning, platform content ecology and youth trend culture.

The distinctive collision of industrial heritage and secondary-dimensional trend generates massive UGC content and continuous viral communication across social platforms. It fully showcases Yangpu’s urban renewal achievements on the riverside industrial belt and builds Fuxing Island’s new reputation as a youth cultural landmark. Meanwhile, the offline immersive experience undertakes massive online interest traffic from Xiaohongshu, revitalizing declining old urban spaces, gathering young crowds and boosting regional cultural and commercial vitality. The event forms a complete closed loop of spatial activation, popularity stimulation, viral communication, brand upgrading and consumption empowerment, further consolidating Xiaohongshu’s leading position in youth interest cultural tourism and offering valuable references for the trendy, youthful and scene-based renewal of domestic industrial heritage.

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