小玉&PARLID拍立得艺术空间

小玉&PARLID拍立得艺术空间

2026年09月28日-2026年11月15日

上海 嘉善路老洋房

项目现场

小玉 & PARLID 拍立得艺术空间是潮流影像品牌 PARLID 全球首店开业配套的限时联名艺术项目，落址上海衡复风貌区嘉善路老洋房，展期自 9 月 28 日至 11 月 15 日，联动国产原创 IP 小玉 Yuy，以 “定格真实瞬间” 作为核心叙事，将 IP 艺术、即时影像与海派老建筑空间融为一体。

从背景溯源来看，PARLID 专注拍立得即时成像文化，主张不修饰、原生记录情绪；小玉 IP 诞生于本土原创艺术语境，核心内核为接纳不完美、拥抱真实自我，二者精神契合，本次合作跳出简单 IP 形象贴标，依托百年老洋房原生建筑基底，打造可创作、可观赏、可消费的沉浸式影像艺术空间。

项目空间造型保留老洋房原有木构、大窗与挑空楼梯的复古肌理，叠加小玉标志性薄荷绿、波点、蝴蝶结视觉符号，建筑外立面设置探出屋面的巨型小玉装置，沿街橱窗以波点相框艺术贴纸包装；挑空楼梯为视觉核心，打造由 200 台不同年代拍立得组成的相机艺术墙。空间分层叙事，一楼为休憩饮品区，二楼为艺术版画展陈、巨型小玉玻璃钢雕塑打卡区与联名周边售卖区。

制作层面，IP 主雕塑采用玻璃钢基底搭配汽车级烤漆，保证造型细腻且长期展示不易褪色；软质波点蝴蝶结装置采用轻质板材与布艺结合，兼顾视觉轻盈感与现场安装安全，灯光采用柔和漫射光源，适配拍立得现场拍摄需求，在保护老洋房原有结构前提下完成临时美陈搭建。

活动期开放现场拍立得拍摄体验、小玉原作版画观赏、限定联名相纸与周边发售、主题特饮体验，还安排创作者签售等内容。线下空间本身具备极强的社交传播属性，活动内容与营销传播深度绑定：访客在空间内完成拍立得实拍与场景打卡，产出 UGC 图文、影像素材，在小红书、抖音等平台扩散，KOL 探店与艺术媒体解读同步补充专业内容，形成老洋房空间体验 — 现场即时影像创作 — 社交平台传播 — 产品与 IP 价值转化的闭环。

项目意义在于，该项目验证本土原创 IP 与影像生活方式品牌的深度融合路径，将老建筑改造为公共艺术场景，把拍立得 “即时记录” 转化为空间体验，传递真实、治愈的审美主张，也为城市历史建筑内的轻艺术快闪项目，提供 IP、影像创作、空间叙事一体化落地的参考范式。

Yuy & PARLID Instant Photo Art Space is a limited-time collaborative art project launched alongside the global flagship opening of imaging brand PARLID. Located in a heritage villa on Jiashan Road within Shanghai’s Hengfu Conservation Zone, the exhibition runs from September 28 to November 15, partnering with homegrown original IP Yuy. Centered on “capturing genuine moments”, it integrates IP art, instant photography and the historic Shanghai villa architecture.

Historically, PARLID focuses on instant film culture, advocating raw, unretouched emotional documentation. Yuy is a domestic original art IP built around embracing imperfection and authenticity. More than a simple IP licensing collaboration, the project builds an immersive, multi-functional art venue for creation, appreciation and retail upon the original fabric of the century-old villa.

The spatial design retains the villa’s original timber structure, large windows and double-height staircase, layered with Yuy’s signature mint-green palette, polka dots and bow motifs. A giant Yuy figure peeks out from the roofline, while street-facing windows are wrapped in polka-dot frame decals. The double-height staircase acts as the visual anchor, housing an art wall assembled with 200 instant cameras spanning multiple eras.

The space adopts a layered layout: the ground floor features lounge and beverage area, while the second floor hosts art print displays, the monumental fiberglass Yuy sculpture and limited merchandise retail. In fabrication, the main IP sculpture uses fiberglass substrate with automotive-grade paint finish for fine detailing and colour stability. Lightweight panels and fabric compose soft polka-dot bow installations, balancing delicate aesthetics and construction safety. Diffused gentle lighting optimizes on-site instant shooting. All installations respect the heritage structure during temporary fit-out.

During the campaign, visitors can take instant photos on-site, view Yuy’s original art prints, purchase exclusive film and merchandise, taste themed beverages and attend creator book-signing sessions. On-site activities are tightly coupled with marketing communication. The highly photogenic venue inspires visitors to create UGC photos and videos shared on Xiaohongshu and Douyin. Creator visits and art media coverage enrich professional content, forming a closed loop: heritage space immersion, on-site instant image creation, social media outreach, and IP & product conversion.

This project demonstrates a deep integration model for domestic original IP and lifestyle imaging brands. It repurposes historic urban architecture as public art venue, translating the essence of instant photography into spatial experience and conveying a healing aesthetic of authenticity. It also establishes a reference for lightweight art pop-ups inside heritage buildings with integrated IP, image creation and spatial storytelling.

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