丝芙兰玩妆节

丝芙兰玩妆节

2026年10月23日-2026年10月25日

上海 张园

项目预告

项目现场

2026 SEPHORiA 丝芙兰玩妆节以 “玩妆大都会” 为主题落地上海张园，活动周期为 10 月 23 日至 25 日，是 SEPHORiA 连续第四年登陆上海、首次落址张园石库门建筑群的年度美妆盛典，也是丝芙兰 “玩妆乐园” 体验生态中最高规格的线下 IP，承接往届积累的全网声量基础，完成从单点快闪到街区式沉浸式大都会的迭代升级。

项目依托张园原生石库门里弄肌理，没有割裂历史建筑风貌，而是以彩色潮流视觉装置、巨型美妆符号雕塑、品牌模块化展亭植入纵横街巷，划分七大主题街区，其中特设 “玩妆东方集” 板块，集结 20 余个本土美妆品牌，新旧视觉碰撞形成极具辨识度的场域语言；制作上采用轻量化可拆装展陈结构，兼顾历史保护建筑的进场限制与环保复用需求，软膜、烤漆造型、亚克力道具与石库门青砖、雕花门窗形成材质反差，保留里弄漫游式天然动线，让参观者以 “玩妆居民” 的身份穿行体验。

现场配套 60 余个全球美妆品牌展位、40 余场专业美妆大师课，创新推出 “玩妆币” 串联全场景互动打卡，叠加明星、彩妆大师与头部美妆 KOL 到场分享，打通试妆、趋势体验、限定礼遇、即时选购的完整链路。活动内容与传播营销深度绑定，线下里弄打卡点位天然适配小红书、短视频平台的图文种草，现场嘉宾内容、大师课片段同步线上分发，线下体验反哺 UGC 产出，线上话题引流预约到场，形成 “预约到场 — 沉浸式打卡 — 内容自发传播 — 电商转化” 的闭环。

项目意义在于将美妆消费转化为文化社交事件，把国际美妆潮流嵌入上海城市历史地标，打破美妆快闪同质化的同时，扶持本土美妆力量，持续夯实 SEPHORiA 作为国内标杆美妆盛事的品牌资产，传递自由玩妆、表达自我的品牌主张。

The 2026 SEPHORiA, themed “Beauty Metropolis”, took place at Zhang Yuan from October 23 to 25. Marking the fourth edition in Shanghai and its debut at the heritage Shikumen complex, it stands as the flagship offline IP within Sephora’s “Playful Beauty Paradise” experience ecosystem, evolving from a single pop-up into a full immersive block-scale carnival built on the campaign’s previous online influence. Respecting the original texture of Zhang Yuan’s historic lanes, the design avoids disrupting heritage architecture.

Bold colourful installations, oversized beauty icon sculptures and modular brand pavilions are inserted naturally across the alleys, forming seven themed zones including the “Oriental Beauty Collection” featuring over 20 domestic beauty labels. The visual contrast between contemporary pop elements and traditional brick carvings creates a distinctive atmosphere.

Fabricated with lightweight, demountable exhibition components, the build adapts to strict site protection rules while supporting sustainable reuse. Soft signage, lacquered forms and acrylic props contrast with grey bricks and vintage woodwork, retaining the organic wandering circulation of Shikumen lanes and inviting visitors to become “beauty residents”. The site hosts more than 60 global beauty booths, over 40 makeup masterclasses and an innovative “playful beauty coin” system linking interactive stations, with celebrity artists and top beauty creators joining live sharing sessions to connect makeup trials, trend discovery, exclusive gifts and instant purchase. On-site programming is tightly integrated with marketing communication: photogenic lane setups are tailored for Xiaohongshu and short-video UGC, while masterclass highlights and guest clips are streamed online.

It builds a closed loop: pre-event online reservation, on-site immersive exploration, spontaneous social sharing and e-commerce conversion. The event transforms beauty consumption into cultural social experience, weaving global beauty trends into Shanghai’s landmark heritage space. It differentiates itself from generic beauty pop-ups, empowers local beauty creators and reinforces SEPHORiA’s status as China’s leading beauty festival, advocating free self-expression through makeup.

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