Steve Madden思美登「LAND THE BEAT」夏日派对

2026年06月05日至06月06日

上海 永源浜

项目传播

项目现场

Steve Madden思美登「LAND THE BEAT｜不赶潮流，踩点登场」夏日音浪派对于上海永源路大草坪限时举行，作为永源路快闪店开业后的场景延伸，品牌将音乐、街头文化与年轻世代的潮流表达从室内零售空间解放至户外城市草坪。

从空间叙事与造型语言审视，项目以永源路大草坪为天然舞台，以夏日沙滩氛围为视觉基调，构建沉浸式户外音浪场域；现场围绕品牌标志性的「Beat」节奏概念展开制作，将「SugarCool」甜酷美学注入每一个节拍，并联动中国区品牌代言人刘柏辛的视觉大片，形成从平面影像到立体现场的品牌共振。

作为1990年诞生于纽约的潮流先锋品牌，Steve Madden始终以音乐基因与街头潮流为双核驱动，此次从快闪店到户外派对的动线设计，不仅是对「不赶潮流，踩点登场」品牌态度的空间化宣言，更标志着其在中国市场从传统鞋履零售向沉浸式城市潮流事件与青年文化场景运营的战略进阶，以草坪音浪重构品牌与都市年轻消费者的情感接口。

Steve Madden staged the "LAND THE BEAT · Don't Follow Trends, Hit the Beat" summer sound wave party on the Yongyuan Road lawn in Shanghai, extending the scene from its Yongyuan Road pop-up store by liberating music, street culture, and Gen-Z trend expression from indoor retail to outdoor urban grassland.

Examining spatial narrative and formal language, the activation employed the Yongyuan Road lawn as a natural stage, constructing an immersive outdoor sound field with a summer beach atmosphere as its visual baseline. Production centered on the brand's signature "Beat" rhythm concept, infusing every tempo with "SugarCool" sweet-cool aesthetics, while linking with visual campaigns featuring China brand ambassador Lexie Liu to create brand resonance from flat imagery to three-dimensional live experience.

Founded in New York in 1990 as a trend pioneer, Steve Madden has consistently driven its identity through music DNA and street culture; this progression from pop-up store to outdoor party represents not merely a spatial declaration of the "Don't follow trends, hit the beat" attitude, but signals the brand's strategic evolution in China from traditional footwear retail toward immersive urban trend events and youth culture scenario operations, reconstructing the emotional interface with urban young consumers through lawn sound waves.

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