韩束&WOW Colour 王嘉尔主题痛楼痛店

2026年05月30日-2026年06月14日

上海 世纪汇广场

项目现场

韩束与 WOW COLOUR 联合打造的王嘉尔主题"痛楼痛店"于 2026 年 5 月 30 日登陆上海世纪汇广场，作为双方战略合作的首发重磅活动，同步开启限时中庭快闪与主题门店两大板块，这一项目标志着国货美妆品牌与潮流美妆零售渠道的深度融合，也是粉丝经济从线上打榜向线下空间占领的范式转型。从空间与造型来看，"痛楼"概念源自二次元文化中对整栋建筑进行角色视觉包裹的应援形式，韩束将其挪用至商业空间——整栋商场被王嘉尔视觉海报与灯箱包围，以热烈正红品牌色为基调，将世纪汇广场从综合性消费场所转化为高浓度的粉丝朝圣空间。LG2 中庭巨型主题舞台、人形立牌、粉丝留言墙与打卡拍照区的设置，构成完整的应援仪式链：舞台对应表演与聚集，立牌对应凝视与模仿，留言墙对应情感表达与共同体认同，打卡区则将私密崇拜转化为公共传播内容。

制作层面，L3-016 WOW COLOUR 主题门店进行专属视觉升级，王嘉尔形象墙、产品体验区与周边陈列区的三区划分体现"观看-试用-购买"的消费动线逻辑。全线展示韩束爆品尤其是"红蛮腰"系列，将明星流量精准导入具体产品矩阵。"痛楼"与"痛店"的时间差设计（中庭 5 月 30 日至 6 月 14 日，门店延续至 6 月 30 日）形成空间势能的梯度释放——中庭制造事件性爆发，门店承接长尾转化。福利机制的设计体现粉丝运营的精细化：免费明信片降低参与门槛，满额赠周边将消费行为与收藏欲望绑定，粉丝群专属礼包强化社群归属感，万元礼品池抽奖则以博弈心理制造参与峰值。

从品牌历史看，韩束作为上美股份旗下创立二十余年的国货美妆品牌，近年通过"红蛮腰"系列等产品实现年轻化转型；WOW COLOUR 则是新兴潮流美妆集合店，以 Z 世代为核心客群。王嘉尔作为兼具国际影响力与潮流属性的艺人，成为连接两个品牌的关键媒介。世纪汇广场地处上海浦东世纪大道商圈，人流量大且年轻客群密集，为"痛楼痛店"提供了理想的粉丝聚集场域。这一项目既是韩束深化年轻化战略、触达 Z 世代的重要举措，也是 WOW COLOUR 强化潮流美妆定位的标杆案例，通过线上传播引爆与线下客流转化，形成高效营销闭环，也为"痛文化"从亚圈层向主流消费空间的渗透提供了商业样本。

The KANS and WOW COLOUR collaborative Jackson Wang-themed "pain building pain store" landed at Shanghai Century Link Plaza on May 30, 2026, as the inaugural heavyweight event of their strategic partnership, simultaneously launching limited-time atrium pop-up and themed store formats. This project marks the deep fusion of domestic beauty brands with trendy beauty retail channels, and the paradigm shift of fan economy from online rankings to offline spatial occupation. Spatially, the "pain building" concept originates from二次元 culture's practice of wrapping entire buildings in character visuals—KANS appropriates this for commercial space, with the entire mall enveloped in Jackson Wang posters and lightboxes in intense brand red, transforming Century Link Plaza from a comprehensive consumption venue into a high-concentration fan pilgrimage site. The LG2 atrium's giant themed stage, humanoid standees, fan message wall, and photo check-in area constitute a complete应援 ritual chain: the stage corresponds to performance and gathering, standees to gazing and imitation, the message wall to emotional expression and community identity, and the check-in zone converts private worship into public  content.

In terms of fabrication, the L3-016 WOW COLOUR themed store underwent exclusive visual upgrading, with Jackson Wang image walls, product experience zones, and peripheral display areas forming a three-zone division embodying "view-try-purchase" consumer circulation logic. The full-line display of KANS hit products, especially the "Red Waist" series, channels star traffic precisely into specific product matrices. The temporal gap between "pain building" and "pain store" (atrium May 30-June 14, store continuing to June 30) creates gradient release of spatial momentum—the atrium manufactures eventful eruption, while the store carries long-tail conversion. Welfare mechanism design demonstrates refined fan operation: free postcards lower participation thresholds, spending-for-peripherals binds consumption behavior with collection desire, fan group exclusive packages strengthen community belonging, and the ten-thousand-yuan gift pool lottery creates participation peaks through gaming psychology.

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