虹桥新天地「这狗厨房」限时快闪

这狗厨房快闪全国首站

2026年09月25日-2026年11月01日

上海 虹桥新天地·南区L1中庭

项目预告

项目现场

虹桥新天地「这狗厨房」限时快闪，为人气本土原创 IP “这狗” 的全国首站落地项目，坐落于虹桥新天地南区 L1 中庭，展期自 9 月 25 日至 11 月 1 日，同步纳入第三届「Art To Gather 新天地艺游季」，以 “小狗主厨营业” 为核心叙事，将表情包 IP 转化为生活化厨房沉浸式场景。追溯背景，IP “这狗” 由画师小酒 JiAh 创作，斩获 2025 微博次元图鉴年度原创角色，凭借松弛治愈、拒绝被定义的小狗形象，依托表情包内容积累大量年轻粉丝，传递轻松日常的生活情绪价值。

本次快闪并非简单 IP 形象陈列，而是构建完整的虚拟厨房叙事，把 “下厨做饭” 的治愈感转化为实体可打卡、可选购周边的线下空间。项目空间与造型采用清新奶白 + 浅蓝为主色调，复刻家庭开放式厨房场景，动线划分为厨台打卡区、巨型 IP 雕塑区、大头贴互动区与周边零售区。空间核心装置为系围裙的主厨 “这狗” 玻璃钢立像，搭配仿真煎锅、食材道具、餐牌菜单等厨房道具，墙面布置趣味餐单海报与 IP 故事插画，模拟热闹的小餐馆氛围。

制作层面，主 IP 雕塑选用玻璃钢材质，表面哑光涂装还原 IP 柔和手绘质感；厨房道具采用环保轻质板材，兼顾造型仿真度与商场中庭吊装、摆放安全规范；整体搭建采用模块化装配式结构，便于快速搭建与拆除，灯光选用柔和漫射光源，降低强烈反光，适配观众拍照打卡，营造温暖松弛的居家厨房氛围。活动期设置 IP 人偶见面会、画师现场签售、大头贴拍摄、限定周边发售，推出上海城市限定 “这狗生煎包” 系列周边，以及三十余款厨房美食主题新品。

线下现场体验与营销传播深度绑定：萌系厨房场景与人偶互动天然具备社交传播潜力，访客打卡拍照、拍摄短视频产出 UGC 内容，在小红书、微博、抖音扩散；IP 粉丝社群、KOL 探店、艺术媒体报道同步补充内容矩阵，线下快闪作为传播源头，形成沉浸式空间体验 — 用户内容创作 — 全网话题发酵 — 周边商品转化的完整传播闭环。

项目意义在于，该项目验证本土表情包 IP 从线上内容走向线下实体展的落地路径，将网络情绪价值转化为可触摸的空间体验，依托商业艺术季联动放大 IP 影响力，拉近 IP 与粉丝之间的情感距离，也为线上原生表情包 IP 打造生活化主题快闪，提供场景叙事、互动装置、商品运营一体化落地的参考范式。

“Zhe Gou Kitchen” limited-time pop-up marks the national debut of popular domestic original IP “Zhe Gou”, located at L1 Atrium, South Block of Hongqiao Xintiandi. Running from September 25 to November 1, it is integrated into the 3rd “Art To Gather” Xintiandi Art Season. Centered on the narrative of a puppy chef on duty, it transforms the meme IP into an immersive daily kitchen scene. Created by illustrator Xiao Jiu JiAh, the IP “Zhe Gou” won the 2025 Weibo Dimension Album Award for the most outstanding original character.

With its laid-back, healing and unrestrained puppy figure, it has accumulated massive young followers through emoticon packs and delivers comforting daily emotional value. More than a simple IP display, this pop-up builds a full narrative of a virtual kitchen, translating the soothing vibe of home cooking into a physical venue for photo visits and merchandise shopping.

The spatial styling adopts cream white and light blue as main hues, recreating an open home kitchen. The circulation covers chef counter photo zone, giant IP sculpture, photobooth and merchandise retail area. The centrepiece is a fiberglass statue of “Zhe Gou” in chef apron, paired with simulated frying pans, food props and menu boards. Walls are decorated with playful menu posters and IP story illustrations to mimic a cozy bistro. In fabrication, the main IP sculpture uses fiberglass with matte coating to restore the soft hand-drawn texture of the original artwork. Kitchen props are made of lightweight eco-boards, balancing realistic styling and mall safety requirements.

Modular assembly structure enables rapid installation and dismantling. Soft diffused lighting avoids harsh reflection, optimizing photo-taking and forming a warm, casual domestic atmosphere. During the event, visitors can join IP mascot meet-and-greets, illustrator signing sessions, photobooth experiences and limited merchandise release. It launches Shanghai-exclusive “Zhe Gou shengjian bun” series together with over thirty kitchen and food-themed new products. On-site activities are tightly coupled with marketing communication.

The cute kitchen scene and mascot interaction are inherently shareable. Visitors generate UGC photos and short videos spreading across Xiaohongshu, Weibo and Douyin. IP fan communities, KOL visits and art media coverage enrich the content matrix. The offline pop-up serves as communication origin, forming a closed loop: immersive spatial experience, user-generated content, cross-platform topic amplification and merchandise conversion.

This project proves the path for domestic meme IPs to expand from online content to offline physical exhibitions. It converts online emotional value into tangible spatial experience, amplifies IP influence via commercial art season collaboration and strengthens emotional bonds with fans. It also sets a benchmark for native online meme IPs to build lifestyle-themed pop-ups with integrated scene storytelling, interactive installations and merchandise operation.

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