天猫阿普瑞开球派对

天猫阿普瑞开球派对

2026年10月16日-2026年10月21日

上海

项目预告

项目传播

项目现场

本项目是天猫奢品在双 11 超级发布节点打造的「阿普瑞 Après-sport」主题线下庄园派对，落地户外庄园场地，依托国际流行的 Après-sport（运动后穿搭）风格脉络，打破竞技赛场与时尚派对的边界，诠释 “运动结束，无缝赴宴” 的穿搭主张。

Après-sport 起源于欧洲雪后休闲文化，从滑雪之后的松弛社交穿搭逐步延伸至网球等各类运动场景，主张运动机能单品与时装剪裁融合，褪去竞技胜负感，打造松弛时髦的日常造型；本次项目以网球为核心视觉符号，将抽象穿搭概念转化为沉浸式庄园体验空间，联动多奢品服饰品牌共同演绎阿普瑞风格。

整体空间打造网球庄园场景，保留原生草坪与庄园建筑基底，划分开球主舞台、多品牌穿搭展示区、巨型网球艺术装置、趣味互动游戏点位及户外休闲社交区；造型以草绿、米白为主色调，网球、球拍作为贯穿全场的视觉元素，弱化专业赛场的严肃感，营造松弛度假派对氛围。

制作上大量采用轻量化户外装配式道具，可快速搭建拆除，巨型网球雕塑、网球主题艺术装置采用玻璃钢与软膜材质，兼顾户外耐候性与打卡视觉效果，分区布景保留自然景观，将时装陈列融于庄园自然环境之中。

活动期包含明星与运动员造型亮相、主题大秀、现场穿搭体验、网球趣味互动、直播导览等内容，邀请郑洁、瞿颖、王霏霏等嘉宾到场演绎多元阿普瑞造型。线下活动与传播营销深度绑定，前期通过天猫官方渠道释放预热物料，时尚媒体、穿搭 KOL 到场拍摄，现场产出大量明星大片、空间实拍素材，引导访客在小红书、抖音发布 UGC 内容，同步开启天猫直播间实时转播，把线下庄园派对的氛围感引流至线上电商阵地。

项目意义在于向国内市场普及 Après-sport 阿普瑞穿搭文化，借助天猫平台聚合多个高端服饰品牌，构建运动时装消费场景，重塑大众对于运动服饰的认知，完成双 11 营销节点的种草与电商转化闭环。

Tmall Après-sport Opening Party is an offline manor event launched by Tmall Luxury under Double 11 Super Release campaign. Held in an outdoor manor, it draws inspiration from global Après-sport fashion trend, breaking the boundary between sports court and fashion party, and interprets the styling philosophy of seamless transition from workout to social gathering.

Originated from European post-ski leisure culture, Après-sport evolves from alpine lifestyle to tennis and other sports scenarios. It blends functional sportswear with fashion tailoring and removes competitive tension for casual daily looks. Centered on tennis visual motif, the project transforms abstract styling concept into immersive manor experience with multiple luxury apparel brands participating.

Built on natural lawn and original manor architecture, the space includes main opening stage, multi-brand styling showcase, giant tennis art installation, interactive game zone and outdoor lounge. The palette adopts grass green and off-white. Tennis and racket motifs run through the whole venue to soften the rigid vibe of professional court and create laid-back resort party atmosphere. Lightweight modular outdoor props are applied for fast assembly and dismantling. Giant tennis sculptures use fiberglass and soft film materials to endure outdoor environment while delivering photogenic visuals. Display zones integrate fashion exhibits into natural landscape.

On-site programmes feature celebrity and athlete appearances, thematic runway show, styling trial, tennis games and live stream tours, with Zheng Jie, Qu Ying, Wang Feifei and other guests demonstrating diverse Après-sport outfits. Event and marketing form integrated loop: pre-campaign teasers via Tmall official channels, on-site shooting by fashion media and KOLs, visitor UGC on Xiaohongshu and Douyin, plus live broadcast redirecting offline traffic to online stores.

The project popularizes Après-sport aesthetic in China, gathers premium fashion brands via Tmall platform, builds consumption scenarios for sport-luxury wear, changes public perception of activewear and completes content seeding and e-commerce conversion for Double 11 campaign.

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