How KOLON SPORT used a Sanlitun 3D screen to drive Xiaohongshu store visits

From 17 May to 7 June 2024, “潮不停流” (roughly, The Trend Never Stops Flowing) used the Sanlitun opening and its naked-eye 3D giant screen as the campaign’s physical stage. An “偶遇/同框” (chance encounter/shared frame) narrative invited fans to photograph themselves with the ambassador’s giant poster, while long-tail creators published store-visit guides and check-in images in multiple waves. The format was entirely image-and-text. Product references to 可隆徒步鞋 (KOLON SPORT hiking shoes) and 冲锋衣 (outdoor jackets) placed outdoor footwear and apparel inside a fashion-landmark story rather than a technical product demonstration.

The campaign addressed young urban women interested in K-pop, Sanlitun Citywalk, photography and trend-led outfits, including Gen Z students and female white-collar workers. There was no discount or urgency mechanic. The draw was the 3D-screen check-in and ambassador-associated styles, with opening information and category terms built into the copy to guide online interest towards an offline visit.