大耳狗的云朵之城

2026年05月16日-2026年06月01日

上海 微风礼堂

项目现场

大耳狗的云朵之城，项目以三丽鸥2002年诞生的经典角色大耳狗（Cinnamoroll）为核心，深度还原其"出生在云朵上的小狗"原生设定，打造沉浸式治愈系云端乌托邦。从空间叙事与造型语言审视，展览以5米巨型云朵大耳狗作为入口视觉锚点，软萌白色绒毛与蓝色云朵底座的材质对比强化IP辨识度；继而以云端牧场、天空甜品坊、彩虹云廊、肉桂卷工坊及治愈放映厅构建完整动线——仿真云朵草坪与迷你家族成员（Mocha、Chiffon等）形成微观互动场景，渐变蓝粉灯串配合镜面反射营造梦幻纵深感，肉桂卷主题区既呼应角色尾巴造型渊源，亦通过DIY体验实现从观看到参与的转化。

作为三丽鸥"可爱经济"在华线下体验的延续，该项目精准把握后疫情时代消费者对治愈系内容、轻量化社交货币及沉浸式打卡场景的多重需求，将平面IP转化为可触可感的立体叙事空间，标志着角色营销从商品授权向体验授权的深度进阶。

The project centers on Sanrio's Cinnamoroll, created in 2002, restoring its "puppy born on clouds" origin to build an immersive healing utopia. Spatially, a 5-meter plush Cinnamoroll on a blue cloud base serves as the entrance anchor, while the Cloud Pasture, Sky Dessert Shop, Rainbow Cloud Corridor, Cinnamon Roll Workshop, and Healing Cinema complete the journey. Simulated cloud lawns with miniature family members (Mocha, Chiffon) enable intimate interaction; gradient blue-pink light strings with mirrored reflections generate dreamy depth; the cinnamon roll area nods to the character's tail inspiration while DIY stations turn visitors into creators.

As Sanrio's "Kawaii Economy" evolves in China, this activation captures post-pandemic desire for soothing content, social currency, and shareable immersion—transforming a 2D IP into a tactile narrative space that signals character marketing's shift from merchandise to experiential licensing.

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