「爱的头等小事」七夕主题美陈活动

作者: Winniekong

代理商: TBC

#活动现场 #活动管理 #活动执行 #展示管理 #设计管理

项目品牌：待定

项目行业：房地产商业地产

项目日期： 2026-08-19 10:00 2026-08-31 22:00

项目地点：上海久光中心

项目名称：「爱的头等小事」七夕主题美陈活动

「爱的头等小事」七夕主题美陈活动

2026年08月19日-2026年08月31日

上海久光中心

项目现场

「爱的头等小事」七夕主题美陈活动，是以「东方时序里的情书」为核心内核打造的久光中心城市公共节庆艺术项目，打破传统七夕单一情侣向叙事局限，重构当代七夕情感表达体系，聚焦自爱、闺蜜情谊、日常烟火等多元温柔情感，是商业体弱化商业营销、主打城市情感治愈与公共浪漫氛围打造的创新实践。

本次美陈无封闭式快闪空间，依托商场内外公共场景统筹布局，整体以柔粉信笺为核心视觉元素，造型设计温柔治愈、氛围感突出。户外创新打造情诗斑马线，将浪漫文案融入城市通行场景，主大屏投放专属女性心愿文案，阶梯区域搭配巨型告白信笺与鲜花艺术装置，构建多层次、沉浸式打卡界面，场内增设落地签互动点位，丰富场景体验维度。活动期间，访客可打卡留影、领取主题纪念物料，参与门槛低、受众覆盖面广，广泛适配单人访客、闺蜜群体与普通市民。项目以公共空间情绪输出为核心，弱化商业售卖属性，依托高颜值城市浪漫场景，撬动社交平台话题传播与UGC内容产出，通过情感共鸣沉淀大众好感度，同步实现商场客流拉升、线上曝光破圈与城市文旅氛围塑造的多重营销价值。

The Qixi-themed art installation campaign "First-Class Matters of Love" takes "love letters in oriental time" as its core concept. Breaking the traditional romantic narrative limited to couples, it interprets diverse modern emotions including self-love, friendship and daily warmth, creating a public romantic scene for urban citizens.

Adopting soft pink letter elements as the main visual tone, the open-scene design sets no closed pop-up boxes and makes full use of indoor and outdoor public space. The creative poetic zebra crossing printed with love quotes, themed screen copy and giant letter & flower installations build multi-layered aesthetic check-in scenes, while indoor signing interactive points enrich on-site experience. During the event, visitors of all groups can take photos and collect exclusive themed souvenirs. Focusing on emotional resonance rather than commercial sales, the campaign launches themed topics on social platforms to encourage public participation and UGC creation. It effectively breaks the homogenization of traditional Qixi marketing, delivers gentle and independent female attitudes, enhances the mall’s warm urban temperament, and forms a benign marketing loop that boosts offline passenger flow, expands online public exposure and shapes unique urban romantic cultural landmarks.

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