得宝城市主场快闪（上海站）

得宝城市主场快闪（上海站）

2026年10月17日-2026年10月18日

上海 西岸梦中心

项目预告

项目现场

Tempo 得宝「城市主场」快闪落地上海 GATE M 西岸梦中心，以 #品位所至自成主场# 为核心主张，将高端纸品品牌与赛车文化跨界融合，打造集观赛、互动、产品体验于一体的城市限时体验项目。得宝源自 1929 年，始终坚持高端纸品的品质与设计表达，本次项目跳出传统纸品陈列逻辑，把赛车竞技的速度感、赛场仪式感移植至滨江工业空间，传递精致品位不止于宏大赛道，更藏在日常每一刻的品牌内核。

项目依托西岸梦中心原生工业筒仓建筑基底，整体空间以标志性得宝蓝为主视觉，划分赛车主装置区、极速换胎互动区、产品质感体验区、新闻头版打卡区四大板块。空间造型采用硬朗赛道几何线条，搭配金属哑光、透明亚克力材质，1:1 还原得宝蓝涂装保时捷 911 GT3 R 赛车作为视觉核心，赛车装置贯穿场地，与粗粝的筒仓水泥墙体形成材质对冲；地面复刻赛道标线，灯带勾勒观赛动线，将滨江场地改造为沉浸式城市赛场。

在制作层面，赛车主体装置高精度复刻原车外观，模块化搭建便于现场组装与后期巡展运输；体验区采用触摸式材质展台，参观者可直接触摸纸巾样品，直观感受纸品柔韧质感，所有装置兼顾户外滨江环境的防风防雨性能，同时预留多机位打卡点位，适配社交拍摄需求。

活动期内，除静态装置展示外，现场设置极速换胎趣味挑战、集章兑换限定礼盒等互动玩法，将产品体验嵌入游戏环节。传播营销层面，选址西岸滨江文化流量阵地，面向都市年轻群体、赛车爱好者、品质生活消费者，借助赛车视觉强记忆点，联动达人现场打卡产出短视频、图文内容，线下实地体验与小红书、抖音社交内容分发双向联动，以赛车话题破圈，弱化纸品品类固有认知，完成高端生活方式的心智传递。

项目意义在于，以跨界快闪打破日用品品牌营销边界，借助赛车文化重构品牌调性，证明日常纸品也可以拥有先锋潮流表达，为快消品牌跨界潮流场景提供策展参考样本。

The Tempo “Urban Arena” Pop-up is launched at GATE M West Bund Dream Center in Shanghai. Centered on the brand proposition “Elegance defines your arena”, the project builds a cross-boundary experience integrating premium tissue brand and motor racing culture, combining viewing, interactive games and product tasting. Founded in 1929, Tempo has long upheld premium quality and refined design.

Moving beyond conventional tissue display modes, this pop-up introduces the thrill and ritual of motor racing into an industrial riverside venue, conveying that refined taste exists not only on grand racetracks but also in daily moments. Built within the raw silo architecture of West Bund Dream Center, the space adopts iconic Tempo blue as main tone and consists of four zones: racing installation area, pit-stop challenge zone, product texture experience zone and front-page photo booth.

The spatial styling applies sharp geometric racetrack lines, matte metal and transparent acrylic materials. A full-scale replica of Porsche 911 GT3 R painted in Tempo blue serves as the visual anchor. The racing installation contrasts powerfully with raw concrete silo walls. Racetrack markings are painted on the floor while light strips outline visitor circulation, transforming the riverside site into an immersive urban circuit.

For fabrication, the racing prop precisely replicates the original car’s appearance with modular assembly for easy on-site setup and touring transportation. Touchable display counters in experience zones enable visitors to directly test the softness and toughness of tissues. All installations are engineered to withstand wind and rain at the open riverside venue, with pre-designed photo spots optimized for social sharing.

During the event, besides static exhibits, onsite activities include pit-stop speed challenge and stamp collection for limited gift boxes, embedding product trial within gameplay. In communication and marketing, the pop-up leverages West Bund’s cultural foot traffic, targeting young urban audiences, motorsport fans and premium consumers. The striking racing visuals inspire KOLs to create short videos and photos onsite, forming resonance between offline visitation and social media content distribution across Xiaohongshu and Douyin.

The racing theme helps the brand break stereotyped perceptions of daily tissue products and establish high-end lifestyle positioning. This project breaks marketing boundaries for FMCG brands via cross-industry pop-up. It reconstructs brand temperament through motorsport culture, proving daily paper goods can deliver avant-garde fashion expression and offering a curatorial reference for FMCG brands entering trendy offline scenarios.

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