GO OUT! SUHEWAN! 2026 苏河湾万象天地遛湾节

GO OUT! SUHEWAN! 2026 苏河湾万象天地遛湾节

2026年09月24日-2026年10月25日

上海 苏河湾万象天地

项目现场

作为苏河湾万象天地开业四周年的城市级重磅企划，GO OUT! SUHEWAN!2026 遛湾节以 “千禧回潮” 为主题，活动周期自 9 月 24 日至 10 月 25 日，横跨中秋与国庆双节。项目将遛湾节从 1.0 “遛生活感” 迭代升级至 2.0 “遛活人感”，依托项目独有的城市峡谷、东西里商业街区、慎余里石库门、天后宫及滨水步道等复合公共场地，打造文商旅体一体化综合活动。

该项目延续苏河湾万象天地 “城市公共客厅” 的运营定位，跳出传统商业促销逻辑，借千禧怀旧集体记忆，面向青年群体、养宠家庭、亲子及美食爱好者倡导松弛城市漫步，为商业综合体利用存量历史建筑与开放公共空间开展长周期复合型城市事件提供实践样本。在空间造型与现场制作层面，活动充分利用场地原生的峡谷地景、历史石库门与滨水空间，采用模块化轻量化美陈，不改动历史保护建筑本体，划分遛湾小卖部、街头公园、梦核游戏厅三大千禧主题场景，将 CCD 相机、复古零食、街机设备等千禧符号植入峡谷中庭、沿街点位。整体动线串联滨水步道、慎余里、天后宫，把复古市集、运动赛事、美食节庆分散布局在整片街区，兼顾大流量下通行能力、打卡观赏性与多元活动的场地适配性，实现千禧复古氛围与海派历史建筑、城市峡谷地貌的兼容共生。

活动期内，50 余家主理人参与半家家乐园复古市集，开展童年课间互动游戏；苏河湾犬运会、城市夜间定向赛激活水岸运动社交；收官的松松面包节集结 200 余家烘焙品牌，覆盖市集、萌宠、运动、美食多元体验，访客可以自由漫游整片街区，获得松弛的城市休闲体验。从传播营销维度来看，千禧怀旧自带社交话题属性，峡谷、石库门与复古装置组合极易催生大量游客 UGC 打卡内容；长周期活动承接双节假期客流，线上话题持续发酵反哺线下到访。项目以公共体验聚拢不同圈层客群，弱化商业硬推销，将历史街区价值、情绪体验、消费场景深度绑定，完成品牌周年叙事、城市文化输出、客流拉动与全域消费转化的完整营销闭环。

As a landmark urban‑scale campaign for the fourth anniversary of Suhewan MixC World, the GO OUT! SUHEWAN! 2026 Wander‑Bay Festival themed “Millennium Throwback” runs from September 24 to October 25, covering Mid‑Autumn and National‑Day holidays. Upgrading from version 1.0 “wandering for lifestyle vibe” to version 2.0 “wandering for vivid humanity”, the project leverages complex public venues including urban‑canyon terrains, East‑West blocks, Shenyuli shikumen compound, Tianhou Temple and riverside promenade to integrate culture, commerce, tourism and sports. Following the complex’s positioning as an “urban public living‑room”, it breaks conventional sales‑driven commercial logic.

Drawing on collective millennial nostalgia, it advocates relaxed urban strolling for youngsters, pet‑owners, families and food lovers, offering practical reference for shopping‑malls to launch long‑term comprehensive urban events with heritage buildings and open public spaces. In terms of spatial styling and on‑site production, modular lightweight decorations are deployed without altering protected heritage structures. Three millennial‑themed zones: Wander‑Bay Grocery, Street‑Side Park and Dream‑Core Game Hall are set up. Millennial cultural symbols such as CCD cameras, retro snacks and arcade machines are embedded within canyon atriums and street spots. Visiting circulation connects riverside paths, Shenyuli and Tianhou Temple. Markets, sports contests and food festivals are distributed across the whole block, balancing pedestrian capacity under heavy foot traffic, photo‑taking appeal and multi‑event adaptability. It achieves harmonious coexistence between retro millennial atmosphere, Shanghai‑style heritage architecture and urban‑canyon landscape.

During the event, more than 50 vendors gather at the Half‑Home Paradise retro market with childhood playground games. The Suhewan Dog‑Sports Carnival and urban night orienteering boost waterside sports‑social interaction. The closing Song‑Song Bread Festival brings together over 200 baking brands, delivering diversified experiences spanning market, pet‑activity, sports and gastronomy for roaming visitors. From marketing‑communication perspective, millennial‑nostalgia themes carry inherent social‑media appeal. Combinations of canyon landscape, shikumen architecture and retro installations inspire abundant visitor‑generated UGC content. The long‑duration campaign absorbs holiday passenger flow, while online buzz further fuels offline visits. Downplaying hard‑selling promotion, the project unites diverse audiences via public‑oriented experience, tightly bonding heritage‑block value, emotional perception and consumption scenarios. It forms a complete marketing closed‑loop covering anniversary brand narration, urban‑culture output, foot‑traffic stimulation and full‑scenario consumption conversion.

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