Burberry at National Exhibition and — Burberry at CIIE 2024 (2024)

The National Exhibition and Convention Center (Shanghai) hosted Burberry's branded stand during the seventh China International Import Expo.

The venue

The National Exhibition and Convention Center (Shanghai) is a major exhibition and convention complex in Qingpu District, western Shanghai, beside the Hongqiao transport hub. Its halls are built for large trade fairs, expos and conferences, with wide internal circulation, service areas and freight access. For most of the year the complex operates as a scheduled venue for industry and consumer exhibitions rather than as a retail or cultural destination.

How the space was used

During the seventh CIIE, the hall accommodated a branded Burberry exhibition stand on the expo floor, with visitor circulation passing along its frontage and an enclosed interior given over to brand presentation. Specific internal zones, materials and exhibits are not documented in the record and are not verified. The venue's expo format placed the stand within a broader programmed exhibition rather than a standalone retail space.

Why it works here

The convention center's expo format provides a ready flow of professional and public visitors, temporary-build infrastructure and freight access. A brand stand here reaches people already moving through a programmed exhibition, which suits a presentation that depends on hall foot traffic rather than street-level discovery or retail passing trade.