tbh 梦屋上海站「好梦上海，推门入梦」沉浸式睡眠艺术空间

tbh 梦屋上海站「好梦上海，推门入梦」沉浸式睡眠艺术空间

2026年09月22日-2026年09月26日

上海 新华路200号

项目预告

项目传播

项目现场

tbh 梦屋上海站「好梦上海，推门入梦」沉浸式睡眠艺术空间落地新华路 200 号新华两佰历史洋房，展期 2026 年 9 月 22 日至 9 月 24 日，公众开放时段为 9 月 23 日、24 日，活动同步举办 2026 好梦新品发布会，首发 tbh 与德国 PHOENIX 工作室联合打造的好梦双芯枕以及 Wōdrobe 家纺衣橱系统。

项目选址城市历史洋房建筑，以 “卧室造梦” 为核心创意，跳出家纺品牌单纯陈列售卖产品的传统模式，将睡眠这件日常小事升维为多感官沉浸式艺术体验，传递织物抚慰情绪的当代家居生活美学，本次上海站作为全球巡展重要一站，结束后还将移步巴黎时装周展出，为本土生活方式品牌借助历史洋房空间打造艺术化线下体验、进行国际文化输出提供优质样本。在空间造型与现场制作层面，整栋三层历史洋房被完整改造为梦境主题体验场，庭院摆放 52 张床构筑松弛的睡眠氛围；一楼好梦空间设置巨型双芯枕艺术装置与织物色彩展区，预留共创工作坊区域，直观拆解睡眠产品的研发设计逻辑；二楼设置预约制好梦试睡间，可供访客实地感受产品睡感，并提供枕巾定制服务；三楼望月阁放置印有井柏然手写文案的巨型月亮装置，成为整场展览诗意的核心打卡地标。项目制作尊重历史建筑基底，采用织物、软质装置营造柔和静谧的氛围，空间动线由庭院至三层逐层递进，从户外松弛场景过渡到产品解读、试睡体验，最终抵达顶层诗意艺术节点，兼顾艺术氛围感、产品体验功能与打卡视觉效果。

活动期内，开幕活动邀请井柏然、董洁到场加持，搭配摇篮曲演唱、现代舞表演、夜间颂钵音乐会，调动视觉、听觉、触觉多维度诠释睡眠美学；访客可参与工作坊、试睡体验、定制服务，沉浸式感受品牌新品与睡眠理念。从传播营销关系来看，老洋房场地、巨型月亮装置、明星嘉宾与多感官艺术演出自带话题热度，极易激发生活方式达人产出大量氛围感 UGC 内容。项目弱化硬推销，依靠沉浸式体验传递品牌理念，完成新品首发、品牌美学塑造、圈层口碑积累，同时为后续巴黎时装周的国际传播铺垫声量，形成产品发布、文化表达、社交传播与国际联动的完整营销闭环。

The immersive sleep art space “tbh Dream House Shanghai · Sweet Dreams Shanghai, Step into Dream” is located at historic Xinhua Villa, No.200 Xinhua Road. Running from September 22 to 24, 2026 with public access on September 23 and 24, the event holds the 2026 Sweet Dreams new product launch, unveiling the co‑created dual‑core pillow jointly developed by tbh and German PHOENIX Studio as well as the Wōdrobe textile wardrobe system.

Centered on the concept of “building dreams in bedrooms”, the project is hosted in a historic urban villa. Breaking the conventional display‑and‑sell model of home textile brands, it elevates ordinary sleep experience into multi‑sensory immersive art and conveys modern home aesthetics that fabrics soothe emotions. As a key stop of the global tour, the Shanghai session will be followed by a showcase at Paris Fashion Week, offering a great reference for local lifestyle brands to build artistic offline experiences in heritage villas and carry out international cultural communication. In terms of spatial styling and on‑site production, the three‑story historic villa is fully transformed into a dream‑themed venue. Fifty‑two beds are arranged in the courtyard to create a laid‑back vibe. On the first floor stand a giant dual‑core pillow art installation and fabric colour exhibition area, together with a co‑creation workshop to demonstrate the R&D logic of sleep products. The second floor houses reservation‑only sleep‑testing rooms for visitors to experience pillow comfort and custom pillowcase services. On the third‑floor Moon‑Gazing Pavilion sits a giant moon installation printed with handwritten words by Jing Boran, serving as the poetic core photo spot. The production respects the original structure of heritage architecture. Soft fabric installations build quiet and gentle atmosphere. The visiting route ascends from courtyard to the top floor, shifting from outdoor relaxing scenes to product interpretation, sleep experience and finally the artistic highlight, balancing artistic ambience, product function and visual appeal.

During the event, Jing Boran and Dong Jie attend the opening ceremony. Lullaby performance, modern dance and evening singing‑bow concerts interpret sleep aesthetics through sight, sound and touch. Visitors can join workshops, try pillow experience and customization to perceive new products and brand ideas. From marketing‑communication perspective, the vintage villa venue, giant moon artwork, celebrity guests and multi‑sensory performances generate strong topic momentum and inspire lifestyle creators to produce abundant atmospheric UGC content. Downplaying direct sales, the project delivers brand philosophy via immersive experience. It achieves new product launch, brand aesthetic building and reputation accumulation, and lays social foundation for the following Paris Fashion Week showcase, forming a complete marketing closed‑loop covering product release, cultural expression, social dissemination and international linkage.

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