【2026进博会】UNIQLO 优衣库「灵感之城」

UNIQLO 优衣库｜第九届中国国际进口博览会「City of Inspiration 灵感之城」展台｜2026 年 11 月 5 日至 10 日｜上海 国家会展中心 消费品展区

2026 年 11 月 5 日至 10 日，第九届中国国际进口博览会在上海国家会展中心举行。优衣库连续第七年参展，展台以「City of Inspiration 灵感之城」为主题，面积近 1000 平方米，落在消费品展区时尚潮流板块。今年的展台呼应 10 月 30 日刚在淮海中路 755 号焕新开幕的 UNIQLO SHANGHAI 全球旗舰店——把门店的建筑结构、橱窗陈列与互动体验一起搬进馆里。

「灵感之城」的动线按四条线索铺开：设计、共生、在地与进化。设计一端是 UNIQLO and Cecilie Bahnsen 2026 秋冬系列的中国大陆地区首秀，诗意廓形与摇粒绒并置；共生一端是 RE.UNIQLO STUDIO 衣物新生工坊，把修补、改造、回收、再利用做成可以围观的现场；在地一端复刻旗舰店的 UTme! 个性定制与 UNIQLO FLOWER 生机花店；进化一端是 12 件「顾客心声」产品串成的装置。观众不是按品类逛，而是按品牌主张走完一圈。

展台集中展出五大国际设计师合作系列：UNIQLO and Cecilie Bahnsen、Uniqlo U、UNIQLO : C、UNIQLO and JW ANDERSON 与 UNIQLO F.RISSO。12 件「顾客心声进化单品」来自 2026 财年全球超过 4200 万条顾客反馈：回应东北严寒的女装高级保暖羽绒长大衣约 285 克充绒量，依反馈持续改良面料与口袋位置；进化二十余年的 HEATTECH 吸湿发热衣，多舒暖系列加入 5% 至 9% 山羊绒，并首次把羊绒款延伸到男装与紧身裤；婴童系列拿到 SGS 金标认证，婴儿包臀衣用不同颜色的按扣帮新手父母一次对准。展期里还有多场主题论坛与打卡集章。

对优衣库来说，进博会的用处是把「展品变商品」这条链路缩短：11 月 6 日至 12 日，全国门店与官网同步开启「感谢季」，HEATTECH、摇粒绒等秋冬款低至 6.5 折，会员满 500 减 50、满 800 减 80，观众在展台看完可以转身进店。空间上，近千平方米的展台本身就是内容：复刻旗舰店的建筑结构提供远景画面，12 件产品装置提供可以读的细节，衣物新生工坊提供可以停下来的动作，三条线各自产出素材。品牌同时宣布到 12 月底在上海、长沙、广州等地新开 8 家门店、3 家焕新重开，把进博会上的表达接到线下。对一个已经在中国开出上千家门店的品牌来说，进博会真正的用处不是展示新品，而是把「听见顾客、改进产品、修好旧衣」这套流程摆出来给人看——六天里，这套流程本身就是内容。

UNIQLO | The 9th China International Import Expo, 'City of Inspiration' stand | 5-10 November 2026 | National Exhibition and Convention Center, Shanghai, consumer goods section

From 5 to 10 November 2026, the ninth China International Import Expo took place at the National Exhibition and Convention Center in Shanghai, drawing 162 countries, regions and international organisations, more than 4,100 overseas exhibitors and a record exhibition area above 440,000 square metres. UNIQLO returned for the seventh consecutive year with a stand of nearly 1,000 square metres under the theme 'City of Inspiration', positioned in the fashion and lifestyle zone of the consumer goods section. The design answers the UNIQLO SHANGHAI global flagship store that reopened at 755 Huaihai Middle Road on 30 October: its architecture, window displays and interactive experiences were moved wholesale into the exhibition hall, so that a visitor to the expo meets the same store twice in one week.

The route through the stand follows four threads: design, coexistence, locality and evolution. Design opens with the mainland China debut of the UNIQLO and Cecilie Bahnsen autumn-winter 2026 collection, where romantic silhouettes sit beside fleece. Coexistence is the RE.UNIQLO STUDIO, a workshop that stages repair, remaking, reuse and recycling where visitors can watch the work happen at a bench. Locality reproduces the flagship's UTme! customisation service and the UNIQLO FLOWER shop, two things that make the store feel like a Shanghai store rather than a global template. Evolution is an installation threading together twelve products shaped by customer feedback. Visitors do not walk the stand by category; they walk it by argument, and the four threads form a single loop rather than four separate rooms.

Five designer collaborations are gathered in one place: UNIQLO and Cecilie Bahnsen, Uniqlo U, UNIQLO : C, UNIQLO and JW ANDERSON, and UNIQLO F.RISSO. The twelve 'customer voice' products trace back to more than 42 million pieces of customer feedback collected worldwide in the 2026 fiscal year. A women's ultra-warm long down coat answers the severe winters of northeast China with roughly 285 grams of down fill, its fabric and pocket placement adjusted through repeated feedback; HEATTECH, now more than twenty years into its evolution, adds 5 to 9 per cent cashmere in the Multi-Warm line and extends cashmere to menswear and leggings for the first time; the baby and children's range received SGS gold certification, with colour-coded snap buttons on baby bodysuits so new parents can align them at a glance. Each item carries a note of what changed - the detachable hood brim, the two-tone snaps, the pouch added to the PUFFTECH jacket. The notes are the exhibit, which is an unusual choice for a fashion stand: here the iteration is the hero rather than the hero product. Panels and a stamp-collection trail run through the week.

For the brand, the expo shortens the distance between display and purchase. From 6 to 12 November, stores and the official site ran a Thank You Season: HEATTECH and fleece items dropped to as low as 35 per cent off, members received 50 yuan off a 500 yuan basket and 80 off 800, and visitors could walk from the stand into a shop the same day. The space itself is the content: the reproduced flagship architecture gives the wide shot, the twelve-product installation gives the detail worth reading, and the RE.UNIQLO workshop gives the action worth pausing for. The company also announced eight new stores and three reopenings across Shanghai, Changsha and Guangzhou by the end of December, carrying the expo's argument back into the street. A retail brand on a national platform is not announcing a campaign here; it is demonstrating an operating system, from feedback to product to repair to store, and the images produced along the way are a by-product rather than the purpose.

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