Vuori「自在游园」嘉年华

Vuori自在游园

2026年10月01日-2026年10月08日

上海 西岸梦中心

项目现场

Vuori「自在游园」嘉年华落地上海西岸梦中心GATE M剧院广场，依托黄浦江畔开阔户外场地打造沉浸式加州松弛风游园盛会。品牌源自美国加州海岸，秉持“面料为先”的设计理念，主打运动功能与日常穿搭兼容的生活方式服饰，打破传统运动服饰的场景局限。本次线下嘉年华是Vuori立足都市轻运动趋势，将加州海岸松弛生活美学引入国内城市公共空间的重要落地实践，贴合当下都市人群解压松弛、轻量运动、户外社交的消费需求，重塑功能性运动服饰的生活化场景表达。

从项目空间、造型与制作角度解读，整体场地依托西岸滨江自然江景，摒弃商业化厚重围挡，采用通透开放式游园布局，以清爽简约的加州户外风格搭建整体场景调性。空间分区清晰，合理划分品牌面料体验区、轻运动互动区、萌宠打卡区与江畔休憩市集区，整体装置轻量化、模块化，适配户外露天场地特性，兼顾氛围营造、人流疏导与安全落地标准，将滨江自然景观与品牌松弛质感深度融合，营造无束缚、治愈松弛的游园氛围。

活动周期内现场体验内容丰富多元，品牌体验区开放DreamKnit、BlissBlend等明星面料服饰试穿体验，让访客直观感知面料兼具运动机能与日常舒适的核心优势。游园配套美式沙包投掷、桌上冰球、迷你高尔夫、户外轻瑜伽等零门槛趣味运动项目，覆盖全年龄段体验需求；联动多家咖啡、甜点、酒水品牌打造滨江市集，特邀客座调酒师限时驻场，丰富休闲微醺体验。现场推出集章护照机制，访客通过打卡互动、市集消费、小红书发帖即可集章，集齐印章可兑换品牌限定周边，有效提升用户参与粘性与互动深度。活动内容与传播营销深度绑定，滨江户外松弛场景、轻运动趣味玩法、萌宠友好氛围极具社交出片属性，精准触达都市轻运动爱好者、瑜伽群体与生活方式博主。大量优质UGC内容在社交平台持续扩散，线上话题热度反向引流线下客流，形成沉浸式场景体验、用户自发传播、品牌理念渗透的完整营销闭环。本次项目让品牌加州海岸生活美学完成具象化落地，跳出传统服饰静态陈列模式，为高端轻运动品牌线下场景化、生活化体验营销提供优质参考范本。

Vuori “Free Garden” Carnival is held at Gate M Theatre Square, Shanghai West Bund Dream Center, building a California-style relaxed outdoor garden relying on the open riverside space of Huangpu River. Originating from California’s coastal lifestyle, Vuori adheres to the “fabric-first” design philosophy, focusing on versatile apparel that balances professional sports performance and daily wear. Breaking the scenario limitations of traditional activewear, this outdoor carnival serves as a key offline practice for the brand to introduce authentic West Coast relaxed aesthetics into urban public space, catering to the current urban demand for decompression, lightweight sports and outdoor socialization.

Analyzed from space, styling and production perspectives, the venue adopts an open and transparent layout without heavy commercial enclosures, echoing the minimalist and refreshing California outdoor tone. The site is reasonably divided into fabric experience zone, light sports interactive zone, pet-friendly check-in zone and riverside market area. Built with lightweight modular installations suitable for open-air environments, the space balances atmospheric presentation, pedestrian flow management and safety standards, perfectly integrating natural riverside scenery with the brand’s unrestrained and relaxing temperament.

During the event, diversified experiences are provided. Visitors can try on apparel featuring Vuori’s classic DreamKnit and BlissBlend fabrics to intuitively perceive the integration of athletic functionality and daily comfort. Zero-threshold recreational sports including cornhole toss, table hockey, mini golf and outdoor yoga are available for all-age visitors. The site cooperates with multiple coffee, dessert and beverage brands to launch a leisure market, with guest bartenders providing limited-time cocktail services to enrich the relaxing riverside experience. With a stamp-collecting passport mechanism, visitors can obtain stamps through interactive challenges, market consumption and Xiaohongshu posts to redeem exclusive limited-edition merchandise, greatly improving user engagement. On-site activities are closely linked with marketing communication. The soothing riverside outdoor scenery, entertaining light sports and pet-friendly atmosphere deliver strong social sharing value, accurately attracting light sports enthusiasts, yoga lovers and lifestyle bloggers. Massive UGC content spreads continuously on social platforms, driving offline visitor flow and forming a complete marketing loop of immersive scene experience, organic social dissemination and brand value penetration. This project materializes Vuori’s California coastal lifestyle aesthetics, abandoning traditional static apparel display and providing a valuable innovative model for high-end light sports brands to carry out scenario-based and life-oriented offline experiential marketing.

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