世茂商娱88好世节3.0项目

上海大白兔88好世节

2026年08月06日-2026年09月15日

上海 世茂广场

项目现场

2026世茂商娱88好世节3.0以“甜蜜好世”为年度主题，于8月7日至9月13日落地上海世茂广场，并联动全国14城商业同步启幕，是世茂商娱重磅年中购物季IP活动。本次活动具备重要品牌迭代意义，既是世茂原创IP花生仔的首次公开亮相，也是项目携手国民经典IP大白兔打造双IP跨界联动的创新实践，为国货老字号现代化年轻化运营、商业体自有IP孵化提供优质参考范本。

项目空间采用商场全域多点位美陈布局，整体沿用大白兔标志性蓝白复古配色，结合花生仔IP形象统一造景，在外广场、中庭、回廊及通道门头布设巨型充气装置、奶糖模型与联名雕塑，搭配复古插画、主题地贴与橱窗包装，打造内外连贯的沉浸式怀旧打卡动线。展期落地大白兔主题快闪小屋、限定周边发售、人偶巡游、互动打卡赠礼等趣味内容，叠加消费满减、团购福利，将情绪体验与零售消费深度绑定。依托南京东路核心商圈客流优势，复古治愈的场景氛围高度适配社交平台传播，持续产出UGC内容实现全网破圈。活动唤醒大众童年集体记忆，助力大白兔老字号深耕年轻消费市场，通过双IP联动赋能商业场景，有效激活暑期文商旅客流，实现品牌传播、用户沉淀与商业转化的多维营销闭环。

Launched from August 7 to September 13 at Shanghai Shimao Plaza with nationwide linkage across 14 cities, the 2026 Shimao Commercial 88 Festival 3.0 is a key mid-year shopping campaign themed “Sweet Life”. It marks the official debut of Shimao’s original IP Peanut Boy and a cross-border collaboration with classic national IP White Rabbit, representing an innovative dual-IP operation model for commercial real estate.

Adopting White Rabbit’s classic blue-and-white vintage tone, the venue features full-mall aesthetic layouts with giant inflatable installations, candy-shaped models, co-branded sculptures and retro illustrations, forming a coherent immersive nostalgic visiting route. During the event, pop-up stores with limited merchandise, doll parades and interactive check-in activities are launched, together with shopping discounts to integrate emotional experience with offline retail. Leveraging the huge passenger flow of Nanjing Road core business district, the highly photographic retro scenes drive continuous UGC dissemination on social platforms. The campaign revitalizes the classic domestic brand among young consumers, empowers commercial operation through IP scenario empowerment, releases urban cultural and tourism consumption vitality in summer, and realizes effective closed-loop value of brand communication passenger attraction and commercial transformation.

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