Vans「有范儿市集」

Vans「有范儿市集」

2026年09月26日-2026年09月27日

上海 延庆坊

项目预告

项目现场

作为根植街头青年文化的潮流品牌，Vans 始终践行 “Off The Wall” 打破常规、鼓励自我表达的品牌内核，本次 9 月 26‑27 日落地上海延庆路 122 号延庆坊的「有范儿市集」，是品牌「Oh, What Fun」企划的线下实体落地，并联合 CORTIS 打造玩趣街头市集，为全新 “满格风味” 系列完成场景化新品沟通。项目跳出传统零售快闪以售卖为核心的逻辑，把产品棋盘格、华夫饼的设计灵感转化为可参与的街头社交场景，联动长乐路、富民路、延庆路本土小店打造街区级潮流动线，既是 Vans 将街头文化从展厅回归城市街巷的实践，也为潮流品牌依托历史风貌街区开展社区式营销提供参考样本。

在空间造型与现场制作层面，项目依托延庆坊街区既有空间，以棋盘格与华夫饼作为核心视觉符号完成整体美陈，划分产品展示区、Remake 手工 DIY 区、趣味游戏区、打卡拍照区四大功能板块。整体采用轻量化模块化搭建，适配老街区场地条件，不做大规模硬体改造，空间动线向外延伸，与周边沿街本土门店串联，形成贯通多条马路的漫游打卡路径；装置视觉语言延续品牌街头基因，兼顾打卡观赏性与手工 DIY 实操需求，将新品陈列融入游戏、创作场景，弱化商业展柜的距离感。活动周期内，访客可以体验华夫饼井字棋互动挑战，参与鞋款改造、定制棋盘格风格单品，打卡收集限定礼品。

市集不聚焦直接销售，更侧重于为球鞋爱好者、穿搭达人提供交流场域，激活街区青年文化氛围，让访客在玩乐中感知 “满格风味” 系列的设计语言与品牌精神。从传播营销维度来看，衡复风貌区自带年轻客流，辨识度极高的棋盘格视觉、手工创作与游戏互动，极易激发访客产出 UGC 社交内容；多店联动的街区动线扩大活动辐射范围，突破单一场地的流量局限。项目以沉浸式体验完成新品理念种草，把 “Off The Wall” 精神转化为可亲身参与的行为，而非单向口号输出，实现青年文化社群凝聚、社交话题扩散、新品心智塑造的完整营销闭环。

Rooted in youth street‑culture, Vans consistently practices its “Off The Wall” brand spirit of breaking conventions and encouraging self‑expression. The “Stylish Bazaar”, held at Yanqingfang, No.122 Yanqing Road, Shanghai from September 26‑27, serves as offline physical implementation of the “Oh, What Fun” project. Cooperated with CORTIS, this playful street‑style market delivers contextual communication for the new “Full‑Flavor” footwear collection.

Moving beyond sales‑oriented conventional retail pop‑ups, it translates design inspirations of checkerboard and waffle patterns into participatory street‑social scenarios. By collaborating with local stores along Changle Road, Fumin Road and Yanqing Road to build block‑wide trendy visiting routes, the campaign brings street‑culture back from exhibition halls to urban streets, offering practical reference for fashion brands conducting community‑based marketing within historic‑style blocks. In terms of spatial styling and on‑site production, the venue adopts checkerboard and waffle motifs as core visual elements with lightweight modular installations, without large‑scale hard‑structure reconstruction to adapt to old‑block site conditions. Four functional zones are arranged: product display area, Remake DIY workshop, interactive‑game zone and photo‑check‑in area. The circulation extends outward to connect surrounding local shops and forms roaming paths across multiple streets. Following Vans’ street‑style gene, installations balance photo‑taking appeal and hands‑on DIY operability. New‑product displays are blended into games and creation sessions to reduce the sense of distance brought by commercial counters.

During the two‑day event, visitors join waffle tic‑tac‑toe challenges, shoe‑remake workshops and custom checkerboard‑style personalization, and obtain limited gifts via check‑in tasks. Rather than focusing on direct sales, the bazaar creates a communication hub for sneaker fans and style enthusiasts to invigorate block‑based youth culture, enabling guests to perceive design logic of “Full‑Flavor” collection amid playful atmosphere. From marketing‑communication perspective, Hengfu historic block attracts massive young foot traffic. Distinctive checkerboard visuals plus interactive handcraft and games inspire abundant visitor‑generated UGC content. Multi‑store linked block routes expand event influence beyond single venue limits. Immersive experiences realize new‑product seeding. Instead of one‑slogan output, “Off The Wall” spirit is transformed into participable experience. It forms a complete marketing closed‑loop covering youth‑community bonding, social‑media topic expansion and new‑product mindset building.

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