SMP白玉兰广场 X TROUBLESMILE 笑脸游乐园

TROUBLESMILE「笑脸游乐园」

2026年10月01日-2026年10月12日

上海 白玉兰广场

项目预告

项目现场

2026年10月1日至10月12日，SMP上海白玉兰广场联合潮流艺术IP TROUBLESMILE，落地「笑脸游乐园」沉浸式限时潮流乐园，依托北外滩滨江地标视野，结合陆家嘴城市天际线，打造兼具艺术治愈感与潮流社交属性的城市公共体验空间。当下年轻群体普遍存在情绪解压需求，治愈系潮流艺术逐步成为商业空间焕新的核心趋势，TROUBLESMILE以艺术家颜程Run创作的三眼笑脸为核心符号，诠释“历经生活依旧乐观”的多巴胺生活态度，本次跨界合作正是商业地标联动小众艺术IP，实现情绪价值赋能、场景消费升级的典型落地实践。

从项目空间、造型与制作维度解读，项目采用内外双场联动布局，L1南广场主打户外多巴胺潮流场景，以标志性7米巨型黄色三眼笑脸装置为视觉核心，搭配网红笑脸蹦蹦云柔性互动装置，高饱和暖黄主色调打造强烈视觉记忆点，适配滨江开阔视野打卡出片；LG2中庭打造室内沉浸式快乐迷宫阵，融合Trouble Museum艺术复刻作品与趣味哈哈镜场景，形成户外轻互动、室内深体验的分层空间逻辑。现场采用轻量化模块化装置搭建，柔性游乐设施与艺术展陈结合，兼顾亲子游玩安全性、潮流展示质感与快速拆装的商业落地需求，将艺术装置、互动游乐、演艺市集多元场景有机融合。

活动周期内内容体系丰富多元，除基础迷宫闯关、笑脸投投乐、徽章DIY工坊外，同步落地迷你逛吃市集、DJ Live与主题音乐会；10月1日至4日限时开启机器人对战擂台，智能机器人兼具擂台展演、场内导购、高空演绎多重功能，极大丰富场景趣味性与科技感。消费满额即可参与迷宫闯关、兑换专属限定气球福利，进一步提升用户参与度与消费转化。从传播营销关联来看，极具辨识度的三眼笑脸艺术装置、滨江独家视野、分层游乐场景自带超强社交传播力，适配潮流博主、亲子家庭多元人群打卡种草，产出海量UGC内容持续刷屏社交平台。线下沉浸式情绪治愈体验深化IP内核与商场年轻化调性，线上话题热度持续引流，反向带动商场零售、餐饮与夜游消费，形成艺术赋能、场景引流、内容传播、商业转化的完整营销闭环，为城市滨江商业体的节日潮流策展与情绪场景化运营提供优质参考范本。

From October 1 to 12, 2026, SMP Shanghai Magnolia Plaza joined hands with trendy art IP TROUBLESMILE to launch the limited-time immersive “Smile Amusement Park”. Leveraging the landmark riverside view of North Bund and the skyline of Lujiazui, the project builds a urban public experience space integrating healing art and trendy social attributes. Against the backdrop of growing emotional decompression demand among young people, healing-oriented trendy art has become a core trend for commercial space renewal. Centered on the iconic three-eye smile created by artist Yan Cheng Run, TROUBLESMILE interprets a positive dopamine attitude of staying optimistic despite life’s hardships. This cross-border collaboration serves as a typical practice for landmark commercial buildings to empower scene upgrading and emotional consumption through niche art IP cooperation.

In terms of spatial design, styling and on-site production, the project adopts an indoor and outdoor dual-space layout. The outdoor L1 South Square features a 7-meter giant yellow three-eye smile installation and popular smile bouncing cloud. The high-saturation warm-toned design delivers strong visual impact and fits perfectly with the open riverside landscape for photography. The indoor LG2 atrium builds an immersive happy maze with replicated Trouble Museum artworks and fun mirror scenes, forming a hierarchical experience of outdoor casual interaction and in-depth indoor exploration. Adopting lightweight modular construction, the venue combines flexible amusement facilities and art displays, ensuring safety for parent-child visitors, trendy visual texture and efficient assembly and disassembly.

During the event, diversified experiences are launched, including maze challenges, smile tossing games, badge DIY workshops, mini market fairs, DJ live shows and themed concerts. From October 1 to 4, limited-time robot battle arenas are available, with intelligent robots providing arena performances, on-site guidance and high-altitude shows to enrich technological fun. Customers who meet consumption thresholds can join maze challenges and redeem exclusive limited balloons to boost participation and commercial conversion. On-site activities are closely linked with marketing communication. The highly recognizable three-eye smile art installations, exclusive riverside view and multi-scene amusement experiences deliver outstanding social sharing value, attracting trend creators and family audiences to generate massive UGC content. The offline immersive healing experience strengthens the IP’s spiritual connotation and the mall’s youthful positioning, while online viral topics continuously drive passenger flow and boost retail, catering and night economy consumption. Forming a complete marketing loop of artistic empowerment, scene drainage, content dissemination and commercial conversion, this project provides a valuable reference for festive trend curation and emotional scene operation of urban riverside commercial complexes.

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