SK-II × CRYBABY「真实如你 心动不已」北外滩巨型装置快闪

2026年07月24日-2026年07月27日

上海 北外滩国客中心码头

项目现场

2026年7月24日至7月27日，SK-II携手泡泡玛特CRYBABY落地北外滩国客中心码头七夕联名限时户外空间，是高端护肤与治愈系潮玩跨界融合的创新暑期项目。项目立足七夕情感语境，以“拥抱每一种真情流露”为核心主张，结合SK-II接纳真实自我的品牌理念与CRYBABY释放情绪的IP内核，打破美妆与潮玩的圈层壁垒，面向美妆爱好者与潮玩收藏群体实现双向破圈传播。

在空间与制作层面，项目依托一线滨江稀缺区位，直面陆家嘴天际线，以正红与柔雾粉营造浪漫节日氛围，以巨型CRYBABY气模与联名神仙水装置为视觉核心。场地采用开放式户外模块化搭建，沿滨江动线有序布局鹊桥打卡、主题拍照、树洞互动、产品展示与扭蛋体验区域，搭配限定冰淇淋车场景，兼顾日间江景自然光与夜间氛围灯光，适配全天候沉浸式拍摄与游玩。

为期四日的短期高密度落地形成高效营销传播闭环，借助欧阳娜娜、林允等明星空降拉高曝光，结合全域打卡兑小样、社交晒图抽奖、产品试用与限定周边兑换等玩法，持续引导用户产出江景主题UGC内容。项目以稀缺滨江场景赋能联名新品传播，深化品牌情感价值，成功打造今夏上海标志性美妆潮玩跨界户外热门打卡地。

From July 24 to July 27, 2026, SK-II launches a limited-time outdoor crossover space with POP MART CRYBABY at Shanghai North Bund Cruise Terminal. Centering on the core concept of embracing every true emotion, the project combines SK-II’s brand proposition of accepting the authentic self with CRYBABY’s emotional healing IP temperament, building an innovative communication bridge between high-end skincare and trendy toy culture.

In terms of spatial design and production, the riverside venue adopts passionate red and misty pink to create a romantic Qixi atmosphere. With giant CRYBABY and co-branded essence water installations facing the Lujiazui skyline as visual cores, the open modular space arranges themed check-in corridors, interactive booths and product display areas, supported by a pop-up ice cream truck. Featuring natural daylight, sunset views and night lighting, the site supports all-day atmospheric shooting. The four-day intensive offline operation forms a complete marketing closed loop. Celebrity guest interactions greatly boost public attention, while on-site sample rewards, social media lucky draws and product trial experiences continuously stimulate user participation.

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