STAYREAL MOJO HOLIDAY首站启幕

上海K11STAYREAL MOJO HOLIDAY首站启幕

2026年11月06日-2027年01月17日

上海 K11

项目现场

由阿信与不二良主理的潮流品牌 STAYREAL，携原创 IP MOJO FAMILY 开启年末巡回企划「MOJO HOLIDAY」，首站落地上海 K11 购物艺术中心。项目以 “Every Day Is MOJO Day” 为核心主张，打破节日边界，传递平凡日常亦可成为美好假期的治愈理念，为商圈注入暖冬童趣氛围，也是品牌重回淮海路潮流腹地的一场温情欢聚，同步开启全国巡展序幕。

整体空间采用多楼层分布式布局，横跨户外广场、1F、B2 与 3F，以暖橙、明黄、马卡龙绿为主色调，手绘绘本风格贯穿全场。户外前场设置近八米巨型礼物盒充气装置，戴皇冠的胡萝卜卜卜与纯真兔并肩伫立，搭配建筑外立面巨幅主题彩绘，成为淮海路沿街标志性视觉符号；下沉广场铺设礼物地贴与彩虹色块，衔接室内动线。一层打造「HOLIDAY 小屋」主题主店，模拟温馨居家场景，木质感立面搭配红白遮阳雨棚，立体角色浮雕错落排布；B2 区域设置「MOJO 暖冬花房」、「冬日来信」留言区与复古电话亭互动装置，拿起听筒即可收听阿信专属语音彩蛋，搭配幸运扭蛋机与全景插画打卡墙；3F 独立开辟卜卜公益画廊，展出 IP 艺术海报，联动流浪猫咪公益企划，让潮玩场景承载善意表达。空间大量使用充气软膜、哑光木纹板材、手绘喷绘、弧形软包与暖光漫射灯，弱化商业展陈的距离感，营造松弛、童话感的沉浸式假期小屋，兼顾打卡出片与柔和的逛展节奏。

商品矩阵包含 MOJO FAMILY 全新系列毛绒公仔、盲盒挂件、生日限定蛋糕款卜卜，同步上线 STAYREAL 秋冬服饰、帽包、徽章、贴纸、收藏卡等周边，上海站推出专属限定款与阶梯满赠福利，单笔消费达标可参与高价值奖品抽奖，覆盖粉丝收藏、日常穿搭与节日赠礼需求。现场多重互动串联体验：留言寄信、扭蛋抽奖、打卡集章，公益画廊部分限定透卡赠礼，将打卡、消费、善意公益融为一体。 传播采用地标前置引爆、圈层深度渗透的节奏

预热阶段释放角色生日短片，户外巨型装置率先点亮，吸引粉丝自发蹲守；开幕即引爆粉丝圈层，首日出现长队，商场设置多区域排队动线保障秩序。线上联动潮流媒体、穿搭博主、五月天粉丝社群、潮玩 KOL，产出装置打卡、语音彩蛋开箱、新品拆盒、公益向内容；线下依托 K11 艺术客群与淮海路高流动客流，吊旗、地贴、跨楼层导视形成连贯叙事，引导客流逐层打卡，自发沉淀社交分享。

项目将 STAYREAL 的潮流基因、MOJO FAMILY 的治愈性格与 K11 的艺术场域结合，不止一场 IP 快闪，而是把品牌长久以来陪伴式的情感内核转化为可进入、可触摸的冬日假期，完成潮流、艺术、公益与粉丝情感的多重链接。 Curated by Ashin and No2Good, the trend label STAYREAL launches its year-end touring project “MOJO HOLIDAY” featuring original IP MOJO FAMILY, debuting at K11 Art Mall Shanghai. Centered on the slogan “Every Day Is MOJO Day”, the experience redefines celebration: joy does not only belong to marked holidays, but can be found within ordinary days. Marking a homecoming to Huaihai Road, the pop-up kicks off a national tour with warm, whimsical winter cheer. The experience unfolds across multiple levels: outdoor plaza, 1F, B2 and 3F, wrapped in a palette of warm orange, soft yellow and mint green, rendered in hand-drawn storybook aesthetics. An eight-metre inflatable gift-box installation anchors the outdoor plaza, crowned carrot character MOMO and Innocence Rabbit standing side by side, paired with a massive facade mural visible from Huaihai Road. The sunken plaza is patterned with gift-shaped floor graphics and rainbow colour blocks to guide visitors inward. On Level 1 sits the “Holiday Cabin”, a homely storefront with wood-texture facades, red-and-white awning and raised character reliefs. Down at B2, visitors find the “MOJO Winter Greenhouse”, the “Winter Letter” message zone and a vintage telephone booth, where picking up the receiver unlocks an exclusive voice message from Ashin, alongside a gashapon lucky-draw machine and panoramic illustrated backdrop. Level 3 hosts a dedicated MOMO charity gallery with fine art prints, tied to a stray-cat welfare programme, infusing the playful IP space with compassionate storytelling. Materials include inflatable soft membrane, matte wood panels, hand-painted graphics, curved soft cladding and diffused warm lighting, softening retail rigidity and building a gentle, photogenic fairy-tale retreat. Merchandise includes brand-new MOJO FAMILY plush dolls, blind-box charms, the birthday limited cake edition of MOMO, together with STAYREAL’s seasonal apparel, bags, pins, stickers and art cards. Shanghai-exclusive items and tiered spending rewards are available; qualifying purchases enter buyers into a prize draw for premium gifts, catering to collectors, everyday styling and festive gifting. Interactive touchpoints span letter-posting, gashapon, stamp collection and limited-edition card giveaways at the charity gallery, weaving play, purchase and public good into one journey. The campaign detonates first through the landmark outdoor sculpture, building anticipation ahead of opening day, which drew long queues with queuing zones arranged by the mall. Online, fashion platforms, style creators, fan communities and toy influencers share installation reels, the voice-message easter egg, unboxing and charity stories. Offline, banners, floor graphics and cross-floor signage create a continuous narrative for K11’s art audience and Huaihai Road foot traffic, encouraging organic social sharing. Merging STAYREAL’s street identity, MOJO FAMILY’s gentle charm and K11’s artistic context, the pop-up translates the brand’s long-running spirit of companionship into a tangible winter retreat, bridging fashion, art, charity and fan emotion.

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