Wilson 威尔胜「海派网球场」限时快闪

Wilson海派网球场·限时快闪

2026年09月30日-2026年10月11日

上海 新天地时尚一期

项目传播

项目现场

Wilson威尔胜「海派网球场」限时快闪落地上海新天地时尚一期户外广场，与品牌全新城市概念店「青邸」同步启幕，是百年运动品牌结合上海在地网球文脉、海派建筑底蕴打造的城市文化体验项目。作为近代中国网球运动的发源地，上海拥有深厚的百年网球积淀，而新天地石库门建筑更是海派城市风貌的标志性载体。

本次项目创新性交汇Wilson百年品牌历程、上海百年网球发展史与新天地百年建筑文脉，跳出传统运动品牌器械陈列模式，以空间叙事重构网球运动的都市优雅生活属性，契合当下城市轻运动、运动美学生活化的市场趋势，是运动IP深耕在地文化、升级线下体验的重要实践。

从空间造型与现场制作角度解读，项目最大亮点是将通透沉浸式透明网球场装置植入石库门里弄街区，打破专业球场的封闭竞技属性，打造可步入、可观赏、可互动的城市网球艺术馆。空间造型轻盈简约，通透材质适配新天地复古青砖肌理与街巷格局，形成现代运动美学与百年海派建筑的视觉碰撞；球场下方打造结构化百年球拍矩阵展陈，以器物阵列梳理品牌百年工艺迭代与上海网球发展脉络。整体采用轻量化模块化搭建，兼顾户外街区安全性、空间通透质感与历史街区风貌保护要求，克制且高级的场景设计让运动氛围与城市人文肌理自然相融。

活动周期内设置丰富沉浸式体验内容，现场搭载专业发球机，开启一分钟定点打靶计分挑战，访客挑战达标即可兑换复古限定周边；同时配套网球文化史料展示、专业球拍穿线体验，将专业运动知识、工艺体验与趣味互动结合，弱化竞技门槛，适配普通都市人群与网球爱好者参与。在传播营销层面，石库门街巷中的透明网球场具备极强差异化视觉记忆点，海派优雅运动氛围极易激发用户打卡分享，精准覆盖网球爱好者、都市潮流人群与生活方式博主。大量UGC内容持续在社交平台扩散，依托新天地商圈流量优势实现圈层破圈，线下沉浸式文化体验强化品牌百年质感与优雅生活方式调性，线上话题传播反哺门店客流与品牌声量，形成文化叙事、场景体验、社交传播与商业转化的完整营销闭环，为高端运动品牌融合城市历史文脉、打造在地化沉浸式快闪范本。

Launched simultaneously with Wilson’s new urban concept store “Qing Residence”, the limited-time “Shanghai-style Tennis Court” pop-up is situated at the outdoor plaza of Shanghai Xintiandi Fashion Phase I. Rooted in the century-old local tennis heritage and Shikumen architectural context of Shanghai, the project integrates Wilson’s century-long brand history, Shanghai’s tennis development and Xintiandi’s historical urban texture. Transcending conventional sports equipment display modes, it reshapes the elegant urban lifestyle attribute of tennis through spatial narration, catering to the prevailing trend of urban lightweight sports and sports aesthetic life, and serving as a vital practice for sports IPs to deepen local cultural empowerment.

In terms of spatial styling and on-site production, the project’s highlight is the immersive transparent tennis court embedded in Shikumen lanes. It transforms professional competitive venues into an accessible urban tennis art gallery, featuring a light and minimalist transparent structure that creates a striking visual contrast between modern sports aesthetics and century-old Shanghai-style architecture. A structured exhibition matrix of vintage tennis rackets beneath the court systematically interprets the iteration of Wilson’s craftsmanship and local tennis development history. Adopting lightweight modular construction, the installation ensures outdoor safety and visual transparency while respecting the original historical block style, harmonizing athletic vitality with urban humanity.

During the event, diversified interactive experiences are available. Equipped with professional serving machines, the venue launches one-minute targeted hitting challenges, where successful participants can redeem vintage limited-edition gifts. It also provides tennis culture exhibitions and professional racket stringing experiences, combining professional sports knowledge and craftsmanship with entertaining interactions to lower participation thresholds for urban visitors and tennis enthusiasts. Closely bonded with marketing communication, the distinctive transparent tennis court in Shikumen blocks delivers unique visual appeal and strong social sharing value, accurately attracting tennis fans, urban trendsetters and lifestyle bloggers. Abundant UGC content spreads widely on social platforms, achieving cross-circle communication relying on Xintiandi’s commercial traffic advantage. The offline immersive cultural experience strengthens the brand’s century-old heritage and elegant lifestyle positioning, while online viral topics drive store foot traffic and brand influence, forming a complete marketing loop of cultural narration, scene experience, social dissemination and commercial conversion. This project provides a valuable reference for high-end sports brands to create localized immersive pop-ups by integrating urban historical context.

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