tbh家居 × 鄂尔多斯1980「毛衣会记得」限时空间

tbh「毛衣会记得」限时空间

2026年09月11日-2026年10月11日

上海 桃江路15号

项目现场

tbh家居携手国民经典品牌鄂尔多斯1980落地「毛衣会记得」限时双场域空间，于VILLA tbh与港汇恒隆同步开启活动，是家居美学与秋冬针织服饰的创新跨界企划，依托鄂尔多斯数十年针织工艺积淀与tbh的治愈家居调性，以怀旧生活叙事重构秋冬居家穿搭美学，具备老品牌年轻化焕新与生活方式场景创新的双重意义。

本次项目空间造型主打复古温暖的居家氛围，以“记忆中的家”为核心叙事，整体场景高度还原复古家居质感，重点打造普鲁斯特沙发艺术装置，搭配柔和软装陈设，复刻老式毛衣承载的温情怀旧氛围，空间制作细腻治愈、氛围感极强，完美贴合品牌柔软松弛的情绪内核。

活动围绕秋冬联名针织系列展开，产品融入小羊绒宝、熊猫噗噗IP形象，并运用手绣、手钩等传统手工工艺，凸显匠心质感。展期开设老毛衣手作工坊，开放针织手工体验，同时邀请艺人马思纯亲临现场，分享旧毛衣温情故事，强化内容温度与话题热度。项目精准面向生活美学爱好者、家居与针织服饰消费群体，以家居场景叠加服饰穿搭的跨界形式，传递治愈松弛的品牌情绪。凭借沉浸式怀旧氛围感场景打造优质社交打卡点位，有效撬动全网社交平台UGC传播，实现品牌调性输出、新品场景化种草与圈层影响力升级的完整营销闭环。

Jointly launched by tbh Home and Ordos 1980, the limited-time dual-space campaign “Sweater Remembers” opens at VILLA tbh and Grand Gateway Plaza. As an innovative cross-border project integrating home aesthetics and autumn-wear knitting fashion, it inherits Ordos’ decades-old knitting craftsmanship and tbh’s healing lifestyle philosophy, revitalizing traditional textile culture with warm nostalgic scenarios.

Centered on the narrative of “home in memory”, the space is elaborately designed with retro residential textures. Featured with the artistic Proust sofa installation and vintage household furnishings, the venue restores the warm and touching atmosphere carried by classic old sweaters, presenting an overall soft, cozy and highly photogenic spatial temperament. The co-branded autumn and winter knitting series incorporates IP images of Cashmere Baby and Pupu Panda, adopting hand-embroidery and hand-hooking techniques to highlight handmade ingenuity.

During the event, an old sweater handmade workshop provides immersive knitting experience. Celebrity Ma Sichun is invited to share warm stories behind vintage sweaters, enriching emotional resonance and public topic heat. Targeting life aesthetics enthusiasts and home & knitting consumers, the project delivers soothing and relaxing brand temperament through the integration of home scenarios and apparel aesthetics. The nostalgic and atmospheric space stimulates extensive UGC communication on social platforms, forming a complete marketing loop of brand emotion output, scenario-based product seeding and community influence expansion.

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