修丽可 × 乌镇戏剧节限时文化空间

修丽可 × 乌镇戏剧节限时文化空间

2026年10月15日-2026年10月25日

嘉兴 乌镇

项目传播

项目现场

修丽可 × 乌镇戏剧节限时文化空间，坐落于西栅大街肇庆堂银楼，作为第十三届乌镇戏剧节官方专业护肤合作项目，展期覆盖戏剧节全程。修丽可深耕院线科学护肤多年，持续以 “专业匠心” 为品牌内核，本次联动戏剧节，将舞台艺术、江南在地非遗与品牌敦煌石窟保护公益项目相融，把护肤科学类比戏剧打磨，构建艺术、人文与护肤科学对话的文化体验场域。

空间造型保留古建木构、花窗与水乡原生肌理，不破坏老宅原有风貌，以乌镇非遗竹编打造门头装置，篾丝交错编织出东方质感；室内动线依次划分戏剧海报前厅、皮肤剧本翻翻乐互动墙、竹编手作工坊、敦煌公益影像展区与产品体验区，搭配柔光漫射的暖调光影，将戏剧舞台叙事逻辑植入空间，把肌肤比作舞台主角，借木质展柜、半透纱幕投影串联三大主题板块，在古建厚重底色中植入简约现代的品牌陈列，新旧美学共生。

制作层面采用轻量装配式内装，最小干预保护历史建筑；竹编装置联合本地非遗匠人现场手工编织，翻牌互动墙采用实木模块化柜体，敦煌展区使用纱幕投影循环播放石窟保护影像，产品展台选用低反光哑光材质，兼顾古建空间氛围感、打卡出片效果与景区安全规范，适配水乡潮湿环境。

活动期设置剧目海报观展、皮肤剧本翻翻乐肌肤测试、竹编非遗体验、明信片投递、报纸拍报机打卡，品牌代言人胡歌及多位戏剧嘉宾到场探访，线下邀约艺术、美妆媒体与文艺 KOL，面向看戏游客开放体验，打卡访客可申领护肤小样；前期依托戏剧节流量预热，现场产出嘉宾探访、水乡古建空间实拍、手作体验素材，小红书、短视频平台大量游客自发产出 UGC，线下文化体验持续供给社交内容，借戏剧节文艺圈层向外扩散品牌专业认知，形成文旅场景沉浸式体验到社交种草的完整传播链路。

项目意义跳出美妆单纯产品陈列，以戏剧 “打磨作品” 呼应修丽可科学研发的专业精神，借乌镇水乡文旅场景触达高质感文艺人群，融合在地非遗与石窟保护公益叙事，丰富品牌人文厚度，实现护肤专业价值、文化传承价值与文旅商业传播的统一落地。

SkinCeuticals limited-time cultural space at Wuzhen Theatre Festival is situated at Zhaoqingtang Silver House on Xizha Main Street. As the official professional skincare partner of the 13th Wuzhen Theatre Festival, the project runs alongside the whole festival session. Rooted in professional clinical skincare, SkinCeuticals centers on craftsmanship. Collaborating with Wuzhen Theatre Festival, it merges stage art, local intangible heritage and the brand’s Dunhuang grotto preservation initiative, drawing parallels between skincare science and theatre creation to build a cultural venue for dialogue among art, humanity and skin science.

The spatial design preserves the ancient timber structure, lattice windows and water-town texture with minimal intervention. Wuzhen bamboo weaving, local intangible heritage, forms the entrance installation. The interior journey covers theatre poster lobby, interactive “skin script flip wall”, bamboo handcraft workshop, Dunhuang public welfare gallery and product experience zone. Soft warm ambient lighting applies stage narrative logic to the venue, treating skin as the leading role. Solid wood display cabinets and translucent gauze projections blend modern brand display with historic architecture.

For production, lightweight prefabricated fittings protect the heritage building. Local craftsmen hand-weave bamboo installations. Modular solid wood forms the flip panel wall, while gauze projections present grotto conservation footage. Matte low-reflection counters suit the humid water-town environment, balancing aesthetic, photo-friendly effect and scenic safety. On-site activities include poster exhibition, skin assessment game, bamboo weaving workshop, postcard mailing and vintage photo booth.

Brand ambassador Hu Ge and theatre guests visit the space. Art and beauty media plus cultural KOLs are invited, and visitors receive skincare samples after check-in. Pre-campaign leverages festival traffic. On-location footage, guest visits and handcraft clips fuel Xiaohongshu and short-video platforms, with visitor UGC amplifying reach among cultural audiences, forming a closed marketing loop from immersive cultural experience to social recommendation.

Beyond cosmetic product display, the project links theatre craftsmanship with SkinCeuticals scientific R&D. It reaches high-quality cultural crowds via Wuzhen tourism, integrates local heritage and grotto conservation to enrich brand humanistic depth, and delivers integrated value of skincare professionalism, cultural inheritance and cultural-tourism communication.

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