大豫园夏日奇幻夜·万物有灵游园会

大豫园夏日奇幻夜·万物有灵游园会

2026年07月03日-2026年08月23日

上海 豫园商城

项目现场

大豫园夏日奇幻夜·万物有灵游园会作为2026“上海之夏”国际消费季重点文旅项目，于7月3日至8月23日落地豫园商城，依托老城厢古典园林底蕴，联动B站四大顶流国创IP打造国风次元融合的沉浸式夜游场景，是传统文化年轻化、城市夜经济潮流化的标杆性活动。项目空间以豫园古典国风古韵为基底，突破传统游园观光模式，融合光影艺术、水雾造景与AR数字科技，构建日间游园赏景、夜间沉浸夜游的双维体验体系。

场地结合园林原生地貌精准植入IP场景，在凝晖路打造主题阵法装置、九曲桥布设水上角色立像、豫园老街打造主题痛街，全域隐藏海量IP彩蛋，将国漫叙事与古典园林空间深度耦合，实现古韵场景与次元潮流的视觉碰撞。活动期内容丰富多元，免费面向公众开放，常态化开展灵灯夜游、AR实景互动、人偶巡游与星河开幕大秀，同步落地四大IP快闪店与老字号联名餐饮业态，兼顾观赏体验、潮流消费与年轻社交需求。

活动依托头部国创IP流量精准触达Z世代与国漫粉丝群体，以年轻化场景重构传统文化表达形式，借助IP热度激活暑期老城厢客流，联动BFC外滩商圈形成全域消费闭环。通过线下沉浸式打卡场景持续产出社交传播内容，实现文旅体验、圈层破圈传播与城市夜经济赋能的多重营销价值落地。

As a key project of the 2026 “Summer in Shanghai” International Consumption Season, the Grand Yuyuan Summer Fantasy Night Garden Party runs from July 3 to August 23 at Yuyuan Mall. Cooperating with Bilibili’s four top domestic animation IPs, the event creates an immersive national-style night tour that integrates traditional Chinese aesthetics with modern secondary culture.

Rooted in the classical garden landscape of Yuyuan, the space adopts light, shadow, water fog and AR digital technology to build a dual-mode experience of daytime sightseeing and nighttime immersion. The venue embeds IP-themed installations in classic scenic spots, including themed array devices, water character statues and IP-themed streets, with hidden Easter eggs throughout the whole area. Open to the public for free, the campaign launches night lantern tours, AR interactive games, doll parades, opening starry-galaxy shows, IP pop-up stores and co-branded catering with time-honored brands.

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