琶醍啤酒节

01 项目背景

02 活动目标

03 活动主题

04 活动亮点

01 项目背景

02 活动目标

03 活动主题

04 活动亮点

背景 珠江琶醍——年轻酒文化聚集地，先后举办多场

国际啤酒嘉年华，啤酒狂欢派对等多场活动，

盛邀钟爱啤酒、注重生活品质的年轻人一

起放肆嗨啤。琶醍啤酒节完美验证了

园区“啤酒+文化”的重要尝试，打

造出属于年轻人酒

文化的新世界。

夏日将至，燥热的温度，需要畅饮凉爽啤酒才能带来平静。

琶醍园区六月将携手珠江啤酒共同打造玩啤夏日啤酒节活动，

用香醇回甘的啤酒结合当下潮流热点，为游客打造一场味觉视觉

听觉的极致盛宴，一起放肆清凉，嗨啤一夏！

01 项目背景

02 活动目标

03 活动主题

04 活动亮点

复古热，是因为它恰到好处的表达了当下年轻人对

生活方式的需求：精致感、情调感、

文化感、自在感

关键词：复古热

活动

目标

琶醍强关联年轻人群的潮流热点

营造狂欢·放肆嗨啤氛围吸引年轻消费群体

紧跟年轻潮流

园区紧贴琶醍IP文化精神

以玩转潮啤为宗旨，强化啤酒+潮流文化的年轻场所心智

领头潮啤文化

琶醍赋能周边商家联动促销

重新唤起年轻“夜蒲”生活的需求，活跃社区文化氛围

激活年轻“夜蒲”文化

琶醍，天生自带复古潮Buff的

啤酒文化之地！

琶醍曾是珠江啤酒厂旧址，如今升级改造，建设珠江

啤酒总部大厦，一路见证珠啤的变迁成长。

琶醍，珠啤8090变迁的见证者

80、90年代饭桌上的珠啤成为了吃饭的“标配套餐”作为大

众心中的经典啤酒，珠啤陪伴着一代又代人的青葱岁月。

珠啤曾风靡广州街头巷尾 ，成为饭桌必备品

面对国内外不断崛起的啤酒品牌，珠江啤酒积极“迎战”革

新传统旧包装，推出不少新系列产品，稳固品牌地位。

珠啤新旧产品包装，成为时代印记

历史上看

文化上看

夜幕降临之际，拥有无敌江景和啤酒

氛围的琶醍对热爱酒文化的年轻群体

独具诱惑力，随之消费欲望提高，拉

动园区夜经济发展。

夜经济消费潜力释放

珠啤一脉相承的啤酒文化生活

琶醍原先是珠江啤酒厂旧址，“琶醍”中的“琶”意

指扎根琶洲，“醍”指古汉语中美酒“醍醐”的美意。

年轻派对生活新时尚

园区内到处充满着“音乐、时尚、美食、啤酒”的

派对氛围，贴合年轻人追求时尚放松的生活方式。

建筑上看

CBD独特景观

硬朗工业风工厂

艺术风和工业风的交融

琶醍的建筑是对珠啤工业遗存的改造利用，园区保留了整个完整生产流

程工艺并改造利用变身为CBD一道独特的景观，与广州塔、摩天楼仿佛

构成两个时空的对话。

园区内赤裸的钢筋铁管和水泥柱，浓浓历史感的建筑物，再现当年珠江

啤酒厂布局，让人仿佛走进硬朗工业风片场，感受到岁月的沉淀和复古情怀。

艺术风和工业风巧妙融合的琶醍，是潮流与复古文化相互碰撞的灵感之地，

园区内既饱含复古情怀又不失新潮娱乐。

I walked through many mountains, walked through many waters, and

knew many people. The only thing that really makes me tempted is that

you see me at the moment. But there is not too much extravagant hope,

but I hope to have your heart, not to leave.

I walked through many mountains, walked through many waters, and

knew many people. The only thing that really makes me tempted is that

you see me at the moment. But there is not too much extravagant hope,

but I hope to have your heart, not to leave.

I walked through many mountains, walked through many waters, and knew many people. The only thing that really makes me

tempted is that you see me at the moment. But there is not too much extravagant hope, but I hope to have your heart, not to leave.

传播案例

活动案例 I walked through many mountains, walked through many waters, and

knew many people. The only thing that really makes me tempted is that

you see me at the moment. But there is not too much extravagant hope,

but I hope to have your heart, not to leave.

I walked through many mountains, walked through many waters, and

knew many people. The only thing that really makes me tempted is that

you see me at the moment. But there is not too much extravagant hope,

but I hope to have your heart, not to leave.

I walked through many mountains,

walked through many waters, and knew

many people. The only thing that really

makes me tempted is that you see me at

the moment.

简短的绪论

01

$00,000.00

the moment. Iwalked through many

mountains, walked through many

waters, and knew many people.

I walked through many mountains, walked through many waters, and knew many people.

The only thing that really makes me tempted is that you see me at the moment. But there is

not too much extravagant hope, but I hope to have your heart, not to leave.

I walked through many mountains, walked through many waters, and knew many people.

The only thing that really makes me tempted is that you see me at the moment. But there is

not too much extravagant hope, but I hope to have your heart, not to leave.

02

$00,000.00

the moment. Iwalked through many

mountains, walked through many

waters, and knew many people.

包装案例

01 项目背景

02 活动目标

03 活动主题

04 活动亮点

潮

流

复

古

打造成80s90s复古潮流

带年轻消费群体重返80s90s年代

感受旧时光的

夏日嗨啤时刻

80

s复古潮

嗨啤一夏

活动

主题

01 项目背景

02 活动目标

03 活动主题

04 活动亮点

琶醍歌舞台

巨屏投影 · 重温经典 · 复古氛围

琶醍巨幕复古露天电影院 带你回到80年代小板凳排排坐看电影的场景！

“怀旧电影+啤酒瓜子=最佳拍档”

电影放映单为80年代经典港剧、内地经典电影等系列映单。致力打造满满80

年代氛围感，释放复古情怀，带你回到80年代小板凳排排坐看电影的场景 ！

复古点歌台

梦回80s ·穿梭之旅

打破时空限制，重返歌舞升平时代

五彩霓虹灯光、旋转闪耀Disco球、

冰爽透凉啤酒唤醒你经典怀旧记忆！

活动期间，周日-周四举行“K歌王”活动游客可自主

点歌上台演唱，以歌会友；周五-周日，园区邀请歌手

给游客表演80、90年代经典歌舞曲目唤醒大众怀旧、

回味经典的情感记忆，给游客带来沉浸式复古体验。

琶醍复古时光穿梭之旅

带你走进时光隧道，感受感受年代变迁

手持啤酒穿梭时光隧道，边畅饮边打卡

长廊挂满怀旧复古的80年代霓虹灯光

极具年代特色的布置，人与灯光的色调

交汇融合随手一拍都是无需滤镜的复古

大片

时光文化长廊

· 复古打卡 ·

· 岁月变迁 ·

“啤酒+文化”

有奖竞猜

带你了解珠啤的往事今生

陪伴长大的珠啤文化知多少

邀您共同见证珠啤成长历史

活动现场将布置珠啤文化展区，

展区内设置珠啤文化知识竞赛

活动，与游客形成互动游客可

通过回答题 赢取珠啤作为活

动奖品。通过展会，让大众更

为了解珠啤的文化发展史。

琶醍珠啤 复古文化展

墟日文化 琶醍复古潮玩创意市集

边喝啤酒边逛市集，享受味觉与视觉盛宴

市集主要售卖80s复古创意玩物，商品种类包括但不限于服装、饰品、杂货、艺术品等物件,旨在营造80年代复古市集氛围感

复古市集

畅玩80s 玩物

重温岁月故事

感谢观看