译依 YIYI 译路繁花上海站

译依 YIYI 译路繁花上海站

2026年10月23日-2026年10月24日

上海 永福路52号

项目预告

项目现场

译依 YIYI「译路繁花」上海站限时美学展落地上海高端精品空间，作为品牌年度巡展的核心一站，承接品牌六周年「时光序章」的长期主义美学脉络，延续译依深耕珍稀羊绒、驼绒等顶奢面料，融合东方雅致底蕴与欧洲精工的设计内核，以 “繁花” 隐喻女性生命不同阶段的舒展姿态，把面料叙事、成衣与高级珠宝置于同一场域共生呈现。

项目空间以低饱和度米杏、雾金为主色调，提取花枝舒展的柔和曲线作为基础造型语言，摒弃繁复堆砌，以半透纱幔、层叠弧形展墙模拟花簇自然生长的动线，划分面料溯源馆、成衣造型展区、YIYITREASURE 珠宝珍藏厅、私享品鉴沙龙四大板块；展陈造型弱化强商业感，把 Loro Piana、Colombo 等珍稀面料样本与成衣并置，让访客直观触摸羊绒、羊驼绒的原生肌理。

制作上采用模块化弧形烤漆结构、柔光漫反射灯膜与可回收纱质软装置，适配高端私展静谧克制的氛围，结构轻量化、拆装低损耗，兼顾场地保护与可持续策展，哑光金属细框、玉石质感装饰件与柔软珍稀面料形成冷暖材质对冲，以克制的光影烘托面料光泽与珠宝火彩，动线迂回舒缓，适配高端客群漫游式品鉴节奏。现场配套设计师分享、面料工坊、一对一穿搭私定、限定花艺伴手礼，设置 VIP 私享晚宴，邀请品牌代言人董璇到场，将静态陈列升级为深度美学社交场域。

活动内容与传播营销深度咬合，前置释放代言人大片、面料工艺短片、空间美学预告，精准触达高净值客群与时尚垂类博主；现场氛围感雅致场景适配小红书、短视频质感种草，VIP 品鉴、珠宝特写、面料细节素材持续产出，线下私域体验沉淀口碑，线上内容引流预约，形成预热蓄水、到场品鉴、圈层自发分享、私定转化的闭环。

项目意义不止新品陈列，而是搭建东方高阶女装的沉浸式质感场，打通面料源头、成衣设计、高级珠宝的完整品牌叙事，传递从容自洽的当代女性美学，夯实译依作为本土高端奢雅女装品牌的资产，持续向国际买手与高端客群传递中国设计师品牌兼具东方内核与全球顶级面料工艺的差异化价值。

YIYI’s “Blossom Journey” limited aesthetics exhibition lands in an upscale boutique venue in Shanghai as a flagship stop of the brand’s annual tour. Rooted in the long-term aesthetic concept of the brand’s sixth-anniversary chapter “Prologue of Time”, YIYI persists in premium rare fibres including cashmere and baby alpaca, blending oriental elegance with European craftsmanship.

The theme “blossom” symbolises women’s graceful blooming across life stages, weaving ready-to-wear and fine jewellery into one cohesive narrative. Curated around muted apricot and misty gold, the space adopts soft spreading floral curves instead of overdecorated forms. Semi-sheer gauze and layered curved partitions mimic organic flower growth, forming four zones: fibre archive, ready-to-wear gallery, YIYITREASURE jewellery chamber and private salon. The display prioritises tactility, placing fabric swatches from Loro Piana and Colombo alongside finished garments for direct sensory experience.

Built with modular lacquered curved frames, soft diffused lighting and reusable textile installations, the construction stays lightweight and low-impact for sustainable setup and dismantling. Matte fine metal frames and jade-like ornaments create subtle textural contrast against luxuriously soft fibres, while restrained lighting highlights fabric lustre and jewel brilliance. The gentle meandering circulation supports unrushed appreciation for VIP guests.

The programme includes designer talks, fabric workshops, bespoke styling consultations, limited floral gifts and an exclusive VIP dinner, with brand ambassador Dong Xuan featured to transform static display into intimate aesthetic socialising. Programming and marketing are fully aligned: pre-launch ambassador visuals, craft clips and space teasers target high-net-worth audiences and fashion tastemakers. The serene, sophisticated setting is tailored for premium UGC on Xiaohongshu and short-video platforms. Behind-the-scenes jewellery and fabric content fuels organic word-of-mouth within private circles, forming a closed loop of pre-event reservation, on-site appreciation, peer sharing and bespoke conversion.

Beyond seasonal showcase, the exhibition creates an immersive sanctuary for contemporary high-end womenswear, unifying sourcing, design and fine jewellery under one brand story. It advocates calm, self-assured feminine grace, consolidating YIYI’s positioning as a distinguished local luxury label and communicating its differentiated strength to global buyers: oriental artistic vision paired with world-class fibre craftsmanship.

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