「比奇堡的居民们」快闪

2026年06月18日-2026年08月31日

上海 静安嘉里中心、浦东嘉里城

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2026年6月18日至8月31日，派拉蒙、尼克儿童频道联合静安嘉里中心、浦东嘉里城同步落地双场《海绵宝宝》IP限时快闪展「比奇堡的居民们」，以"The Fish-tastic Summer"夏日摸鱼镇为核心概念，跳出传统IP展览只聚焦主角的常规思路，将动画里各类神态松弛、复刻都市打工人日常的路人鱼雕塑作为叙事核心，完整还原比奇堡海底市井生活场景，打造全城免费免预约、适配青年打卡与亲子遛娃的沉浸式海底主题街区，联动双商圈形成跨区域城市级夏日营销事件。

从空间与造型来看，静安嘉里中心打造城市核心「夏日摸鱼镇」，覆盖安义路沿街、南广场户外、商场多层连廊与北区B1室内菠萝屋快闪店，整体采用明亮海蓝、鹅黄、粉紫为主的马卡龙海底色调，全场地落地超50款造型各异的路人鱼雕塑。户外南广场搭建1:1复刻贝壳舞台、蟹堡王餐车、章鱼哥音乐喷泉，海绵宝宝、派大星等巨型主角雕塑集中陈列；安义路沿街布置比奇堡巴士打卡点与沿街小鱼群像，南北连廊上方悬挂17米巨型瘫瘫鱼装置，成为全场标志性高空打卡机位；商场内部一至三层连廊、地下通道分散布置隐藏款小鱼雕塑，打造全域漫游式打卡动线。浦东嘉里城同步打造「夏日鱼乐场」分场，以沙滩度假为核心场景，户外中庭设立巨型海绵宝宝与派大星立体沙滩雕塑，场内设置专属亲子互动游戏区。

从制作与运营层面，两处场地均采用轻量化模块化户外搭建工艺，玻璃钢卡通雕塑、充气装置、可移动贝壳展台、遮阳软装组合落地，兼顾户外防雨耐用性与拆装复用属性，日间自然光鲜亮治愈，夜间氛围灯光点亮后氛围感大幅提升，全程无封闭围挡，保留商场原有通行动线。活动配套完整无门槛互动福利机制，消费者注册商场会员即可领取专属打卡护照，集齐四大核心点位印章可免费兑换限定托特包、主题贴纸；开幕阶段开启人偶见面会、主题花车巡游，暑期持续上线生日派对、七夕限定主题活动。

《海绵宝宝》作为1999年开播、风靡全球25年的经典动画IP，其"比奇堡"海底世界以荒诞幽默的市井生活映射当代都市日常。此次双城快闪以"路人鱼"这一边缘角色为叙事核心，精准戳中当代年轻人"摸鱼""躺平"的解压情绪，以丑萌治愈的小鱼形象传递松弛氛围，联动南京西路、浦东两大核心商圈形成全城传播热度，成为上海2026暑期现象级童趣IP限时打卡地标

SpongeBob SquarePants "Residents of Bikini Bottom" — Dual-City Collaboration Creating a Summer Relaxation Underwater Block

From June 18 to August 31, 2026, Paramount and Nickelodeon jointly launched the "Residents of Bikini Bottom" limited-time SpongeBob IP pop-up at both Jing'an Kerry Center and Pudong Kerry Parkside, under the core concept of "The Fish-tastic Summer." Breaking from conventional IP exhibitions that focus solely on protagonists, the project used various relaxed-looking background fish characters replicating urban workers' daily routines as its narrative core, fully restoring Bikini Bottom's underwater street life to create an immersive, free, no-reservation-required underwater-themed block suitable for youth check-ins and family outings, forming a cross-regional city-level summer marketing event linking two major business districts.

In terms of spatial design and form, Jing'an Kerry Center created the urban core "Summer Fish Town," covering Anyi Road street frontage, South Plaza outdoor space, multi-level mall corridors, and the North Zone B1 indoor Pineapple House pop-up store. The overall palette featured bright sea blue, goose yellow, and pink-purple macaron underwater tones, with over 50 uniquely styled background fish sculptures deployed across the venue. The outdoor South Plaza featured 1:1 replica shell stages, Krusty Krab food trucks, and Squidward music fountains, with giant protagonist sculptures concentrated for display; Anyi Road featured Bikini Bottom bus check-in points and street fish group sculptures, while a 17-meter giant "Lying Fish" installation hung above the north-south corridor, becoming the venue's signature high-altitude photo spot. Pudong Kerry Parkside simultaneously created the "Summer Fish Playground" sub-venue, with beach vacation as its core scene, featuring giant SpongeBob and Patrick three-dimensional beach sculptures in the outdoor atrium and dedicated parent-child interactive game zones indoors.

On the production and operations front, both venues embraced lightweight modular outdoor construction—fiberglass cartoon sculptures, inflatable forms, movable shell display platforms, and sunshade soft furnishings—engineered to withstand the elements while remaining fully demountable for future reuse. Natural daylight bathed the spaces in bright, restorative energy; come evening, ambient lighting transformed the atmosphere into something altogether more dreamlike. The welfare mechanism was deliberately barrier-free: consumers simply registered as mall members to receive exclusive stamp passports, then collected impressions at four core activation points to redeem limited tote bags and themed stickers. The opening arc featured character meet-and-greets and themed float parades, with the programming extending through summer via birthday celebrations and Qixi festival limited-edition activities.

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