'47 Super Bowl LI Shop Activation
2017年2月5日，休斯顿将举办橄榄球顶级赛事——第51届超级碗。这座以太空探索闻名的活力都市，迎来一场超越地球的竞技盛宴。但通往超级碗的旅程不仅属于球员，也属于那些在沿途积累无数瞬间的球迷：入场次数、里程数、车尾派对、热狗、击掌。
'47 品牌密切关注每一季NFL赛事，在为心爱球队加油的同时，也构思创新设计来纪念这一盛事。这些瞬间由草图、缝线、样品和更多的击掌组成。我们期望这些瞬间能带来某种回报——每经历一次挑战，这份回报就更加甜美。为第51届超级碗，我们庆祝这种平衡。
'47 超级碗第51届高级帽饰系列体现了“努力工作的科技细节”与“尽情玩耍的时尚面料”之间的二元性。“旅程”美学采用创新的 Tre-Knit 面料——100%涤纶，通过三线编织技术打造，柔软、耐用且透气有弹性。“回报”美学则采用全新的 Premio Woven 面料——由意大利进口纱线制成，在美国由艾利丹尼森生产，形成高清晰图案。
'47 在NFL商店的空间设计同样围绕“旅程与回报”的二元性以及超级碗产品美学。访客进入拱门长廊，通往高级奖品（Bose耳机、微软Surface或赢家选择的NFL揭幕战VIP之旅）。沿路径直行，“享受旅程，收获回报”的字样映入眼帘；若偏离路线，焦点消失，字样不可见。为促进互动，我们邀请访客分享自己的旅程故事（可选做达阵舞），并发布到社交平台带上#47FanJourney标签。每位参与者获得一个独特代码，有机会打开奖励储物柜。
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THE JOURNEY TO SUPER BOWL LI On February 5th, Houston will host football’s premier event, Super Bowl LI. It’s fitting that a lively metropolis known for innovation in outer space (NASA) would host otherworldly athletic talent –– there to chase the reward of a season-long (or lifelong) journey to that moment. But the journey to SB51 isn’t just about the players; it’s also about the fans that compile their own series of moments along the way. Moments at times measurable in attendance, mileage, tailgates, hot dogs, high-fives.
At ’47, we watch each NFL season closely, rooting for our favorite teams while conjuring up innovative new designs that commemorate the main event. Moments that are measured in sketches, stitches, samples, and more high-fives. The hope is that these moments result in some sort of reward –– one that will only get sweeter with each challenge to reach it. For Super Bowl LI, we’re celebrating this balance.
SUPER BOWL LI PREMIUM HEADWEAR Our ’47 Super Bowl LI Premium Collection embodies the duality of work-hard tech detail and play-hard fashion fabrics. The Journey aesthetic features our innovative new Tre-Knit fabric –– 100% polyester material engineered with a three-thread weaving technique, giving it a soft, durable and aerated stretch. The Reward aesthetic features our new Premio Woven material –– made from imported Italian threads, and manufactured by Avery Dennison in the U.S. to produce a high definition pattern.
’47 @ THE NFL SHOP ’47 at the NFL Shop was designed with the duality of journey and reward, along with the aesthetics of the Super Bowl LI product in mind. Visitors to the space would approach a hall of archways that led to premium prizes (Bose Headphones, Microsoft Surfaces, or a VIP trip to an opening day NFL game of the winner’s choice).
By staying directly on the path, the message ENJOY THE JOURNEY | REAP THE REWARD comes into view. If the guest veers away, the focus is lost and the message can no longer be seen. To get visitors interacting with the space, we asked them to share their own journey stories (end zone dance –– optional) and post to a social channel using #47FanJourney. Each participant was granted a unique code to potentially open the reward lockers.
Designed by Dave Bates Photography by Stephen Hebert
Furniture manufacturer for the residential sector, hotels and palaces
该快闪店设计巧妙地将品牌叙事“旅程与回报”转化为空间体验。
- 空间与动线：通过拱门长廊引导顾客直线前进，只有在正确路径上才能看到完整标语，强迫性动线强化了“专注旅程”的概念。偏离则视线受阻，隐喻人生选择——坚持才能获得回报。
- 材质与工艺：产品本身采用 Tre-Knit（三线编织涤纶）和 Premio Woven（意大利纱线+美国制造）两种面料，分别代表“旅程”与“回报”。这种二元性同样反映在空间材质选择上，呼应品牌对细节的执着。
- 互动与奖励机制：顾客需分享个人故事并生成代码，才能解锁奖励储物柜。这种游戏化设计将被动观看转为主动参与，同时为品牌积累UGC内容，实现社交媒体传播。
- 可借鉴点：1）用建筑语言（拱门、视线遮挡）讲述品牌故事；2）将产品工艺（面料创新）融入空间概念；3）设定明确路径与奖励，创造仪式感；4）UGC互动与线下体验无缝结合。
- 不足：设计虽有趣，但空间复杂度较低，可能更适合短期快闪而非长期零售。