虹桥南丰城2026世界杯球迷节

2026年06月12日-2026年07月26日

上海 虹桥南丰城

项目现场

依托 FIFA 正版官方授权，虹桥南丰城于 6 月 12 日至 7 月 5 日落地「2026 世界杯球迷节」，其中北区中庭 FIFA STORE 官方快闪店延续营业至 7 月 26 日。项目围绕 “玩趣新体验，陪伴不设限” 的核心主张，打造上海西区面向全年龄段人群的世界杯第二主场。活动整合正版授权零售、多国美食市集、实景足球游乐、多国风情演艺与球星主题打卡内容，同时覆盖资深球迷、亲子家庭与年轻潮流群体，搭建起赛事氛围营造、商户联动消费、社交内容自发传播的完整闭环，依靠 “体育 + 市集 + 体验零售” 的创新模式拉动商场夏季客流，成长为长宁区极具热度的世界杯线下嘉年华。

项目横跨北区中庭、丰尚街户外街区与圆形中心广场三大区域，整体视觉统一选用赛事活力绿、冠军金搭配各国国旗撞色设计，街区上方悬挂超长主题天幕与参赛国串旗，地面铺设足球地贴，沿路布置梅西、C 罗等十位球星一比一等身立牌，辅以巨型充气足球与主题灯箱串联游览动线。

开放式布局没有封闭围挡，日间绿茵场景氛围感十足，夜间灯光点亮之后更适合夜间观赛打卡，充分平衡人流通行与沉浸式游览体验。整个场地被梳理成四大功能板块，动线连贯且层次分明。北区中庭的 FIFA 快闪店作为核心 IP 阵地，囊括 2026 美加墨世界杯全品类正版周边，包含球衣、比赛用球与全套吉祥物产品，独家推出一比一大力神杯毛绒摆件，还增设历届球衣复古珍藏区，同时引入足球装备专柜，提供球衣印号与本土球队周边售卖，充分满足资深球迷的收藏需求。丰尚街打造分大洲轮换的环球美食市集，按照非洲、欧洲、拉美分周轮换地域特色餐食，同时上线球星卡、球员盲盒与文创手作等零售业态，巨型球队预测投票墙调动全民参与热情。

户外广场铺设仿真草坪搭建轻竞技游乐区，射门游戏、桌上足球、亲子手工项目降低运动门槛，实现全龄友好；中心主舞台配备超大观赛大屏，赛事直播期间举办集体观赛派对，搭配拉丁歌舞、非洲鼓舞与人偶巡游，持续聚拢晚间客流，形成露天看球的社交聚集地。在落地制作层面，全场统一采用户外轻量化模块化搭建方案，市集摊位、美陈装置、草坪游乐设施都能够快速拆装转运，物料选用防雨防晒材质适应户外运营条件，仿真草皮、旗帜与简约展架构成轻松热闹的现场氛围，摆脱重型商业特装带来的压抑感。项目同时搭建完善的打卡激励机制，游客集齐四枚打卡印章就能兑换实物礼品与餐饮优惠券，社交平台发布内容还可以参与正版周边抽奖，市集与门店消费同样可以累计积分换取福利。

从项目价值来看，这场活动牢牢抓住虹桥商圈家庭客群与年轻白领的消费特点，凭借正版 FIFA 授权 IP、洲际风味餐饮与老少皆宜的互动体验，把世界杯赛事热度转化为可体验、可消费的线下城市休闲场景，最终塑造出 2026 年上海西区标志性的全民足球狂欢地标，为商业体承接大型体育赛事 IP 打造了成熟的运营范本。

Granted official licensing from FIFA, Rainbow Hongqiao hosted the 2026 World Cup Fan Festival from June 12 to July 5, with the FIFA STORE pop-up in North Atrium extended until July 26. Centered on the slogan “Endless Fun, Unlimited Companionship”, the campaign built the secondary urban World Cup venue for visitors of all ages in western Shanghai. The event integrated officially licensed merchandise, international food bazaar, real-life football games, multinational stage performances and star-themed photo installations. It successfully connected hardcore football fans, family visitors and young trendsetters, forming a complete business loop including event atmosphere building, multi-store consumption linkage and social media UGC dissemination. Adopting the operation mode of “sports carnival + outdoor bazaar + experiential retail”, the festival greatly boosted summer foot traffic and grew into a phenomenal World Cup carnival in Changning District.

The whole venue stretches across three zones: North Atrium, outdoor Fengshang Street and central circular plaza. The visual system features vibrant tournament green, championship gold and colorful national flags of competing teams. Long themed sky curtains and bunting flags hang above the street, while football ground stickers cover the pavement. Life-sized cutouts of ten superstars including Messi, Ronaldo, Mbappé and Haaland line the circulation route, together with giant inflatable footballs and themed light boxes. The open layout keeps pedestrian flow unobstructed. The turf scene creates a strong stadium atmosphere under natural daylight, and the illuminated venue becomes an ideal spot for evening match-watching after dark. The space is divided into four well-structured zones with smooth circulation.

The FIFA official pop-up shop in North Atrium serves as the core IP retail hub, fully stocked with licensed goods for the 2026 Canada-Mexico-USA World Cup, such as jerseys, match balls, scarves, badges and three official mascot merchandise. It exclusively launched the 1:1 plush replica of the FIFA World Cup Trophy and set up a vintage exhibition area displaying classic jerseys from previous tournaments. A professional football gear counter offers national team jerseys with on-site printing service plus local football club merchandise, with professional consultants providing collection guidance for die-hard fans. The Global Fan Bazaar on Fengshang Street launched themed continental cuisines on a weekly rotation, covering South African barbecue, Spanish paella, Mexican tacos and Brazilian grilled meat paired with craft drinks. The bazaar also sold Panini and Topps trading cards, the first official World Cup collectible cards from Kayou, and ZURU player blind boxes, alongside cultural creations and handmade accessories. A giant team prediction wall allowed visitors to vote with national flag stickers and engage in nationwide interactive activities. The outdoor green playground laid artificial turf and built mini pitches with shooting targets, table football and obstacle races for both adults and children. Amateur football tournaments and parent-child DIY workshops were held on weekends to lower the entry barrier and let ordinary visitors enjoy football fun.

The central main stage was equipped with a huge HD screen for public match viewing parties. Rotating performances such as African drum shows, Latin bands and samba dances recreated carnival vibes from global stadiums, and mascot parades kept crowds gathering at night, turning the plaza into an open-air social hub for game watching. In terms of construction, the whole venue adopted lightweight modular fabrication suitable for outdoor short-term operation. Market stalls, star cutouts, inflatable decorations and turf facilities are easy to assemble and dismantle, with rainproof and sun-resistant materials. The soft decoration mainly consists of artificial turf, tournament flags and simple metal display racks, avoiding bulky commercial fittings and maintaining a lively casual atmosphere suitable for photos, dining and shopping. A complete incentive system was put in place: visitors could collect stamps from four zones to win limited folding fans and dining coupons, and those who shared event posts on social media could join lucky draws for mascot gifts.

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