天猫明日之家企划

天猫明日之家企划

2026年10月30日-2026年11月04日

上海 武康路

项目传播

项目现场

武康路天猫明日之家企划落地上海武康路历史街区，依托这条城市地标街道的建筑肌理与 Citywalk 流量生态，作为天猫面向未来居家生活方式的叙事型限时企划。项目承接天猫持续探索家居消费革新的脉络，跳出传统家居卖场陈列逻辑，将 “明日之家” 从抽象概念植入老洋房街区语境，在历史建筑与未来生活的对冲之中，探讨轻量、可变、可生长的新一代居家形态。

空间造型以街区微介入为核心思路，不破坏老洋房外立面风貌，采用半透围挡、可移动模块装置串联庭院、窗景与沿街步道，主视觉以柔和低饱和基底搭配线条利落的轻量化构筑，巨型流动轮廓装置作为街区视觉锚点，把客厅、工作角、休闲区、香氛起居等居家切片拆解为独立场景单元，顺着街巷游览动线自然铺展；保留老建筑的木窗、砖墙、庭院绿植等原生肌理，以透明亚克力、纤细金属框架、柔光膜作为新增语言，新旧材质形成对话，没有厚重固化的样板间，强调家是可重组、随人变化的流动容器。

制作层面优先适配历史街区管控要求，全部采用模块化、低荷载、可拆卸构件，现场干法组装，避免土建改造；柔光膜与半透纱材弱化装置的侵入感，漫射光源适配日间自然光与夜间氛围，所有展陈道具可拆解复用，兼顾落地合规、拍摄出片与可持续巡展逻辑，细节上融入可调节家具、模块化收纳、柔性软装，直观呈现未来家居 “轻、简、变” 的产品内核。现场内容包含沉浸式居家场景漫游、设计师对谈沙龙、生活方式手作、限定周边兑换以及街区打卡集章，访客不再单向观看展品，可以坐卧、体验、互动，感受居家场景的真实使用感，同步上线线上专题页打通商品种草链路。

活动内容与传播深度咬合，武康路天然自带城市漫游打卡属性，装置本身适配街拍，邀约家居媒体、独立设计师、生活方式博主到场，产出街区氛围感内容；打卡任务引导游客发布 UGC，以 “在百年武康路住进明日之家” 作为话题抓手，把路过的漫游者转化为家居潜在消费人群，线下体验素材持续反哺天猫站内话题，完成概念传播、场景教育、商品种草的完整闭环。

项目意义在于把家居品类从室内展厅释放进城市公共空间，以新旧共生的街区叙事降低未来生活方式的距离感，为电商平台打造 “线上商品 + 线下城市策展” 的家居新范式，证明家居消费不止是货品交易，更是生活审美与空间想象力的持续传递。

Tmall Tomorrow House activation lands along historic Wukang Road in Shanghai, rooted in the street’s iconic architectural character and Citywalk culture. As a narrative-led limited initiative by Tmall exploring next-gen living, the project moves beyond conventional furniture showroom display. It translates the abstract idea of “the home of tomorrow” into the context of heritage villas, exploring lightweight, adaptable and evolving domestic lifestyles through the tension between historic fabric and futuristic living.

Spatial design follows a gentle micro-intervention principle, preserving original villa facades. Semi-transparent barriers and movable modules weave through courtyards, window frames and sidewalks. A fluid sculptural landmark anchors the streetscape, slicing domestic life into modular vignettes: living zones, work nooks and relaxing corners arranged along pedestrian routes. Exposed brick, timber windows and native greenery remain intact, contrasted with transparent acrylic, slim metal frames and soft diffused membrane. Instead of rigid show flats, the design frames home as a reshaping, living container.

Production complies strictly with conservation rules for historic districts. The whole build adopts low-load, demountable modules assembled dry on site without structural alteration. Sheer fabrics and light membranes reduce visual intrusion, while tunable lighting balances daylight and evening atmosphere. All fixtures are designed for disassembly and reuse, balancing regulatory compliance, photographic performance and sustainability. Adjustable furniture, modular storage and soft furnishings visualise the core proposition of flexible living.

On-site programming includes scene roaming, designer talks, lifestyle workshops and stamp-collecting, encouraging visitors to inhabit rather than merely view the spaces, while a dedicated Tmall page links experience directly to products. Experience and distribution are tightly integrated. Wukang Road’s natural appeal for street photography makes the installation inherently shareable. Lifestyle creators, design media and tastemaker influencers are invited to produce atmospheric content. Check-in missions fuel organic UGC under the core theme of “living in tomorrow’s home on century-old Wukang Road”, converting casual strollers into potential shoppers. Footage captured offline feeds back into Tmall’s online topics, closing the loop of conceptual storytelling, category education and product conversion.

Strategically, the project liberates home goods from indoor showrooms into public urban space. By blending heritage and futurism, it demystifies emerging lifestyle concepts and establishes a replicable model for e-commerce: online merchandise paired with city-scale curation, proving home consumption is not only transactional but a continuous exchange of aesthetic and spatial imagination.

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