Burberry at WF Central — Burberry Pop-up and Ice Rink (2025)

WF Central's West Block outdoor lawn hosted a Burberry outerwear pop-up and a public ice rink through the winter season.

The venue

WF Central is a shopping complex in Beijing's Wangfujing area. Its West Block includes an outdoor lawn that serves as open-air event space beside mall entrances and retail frontage. The setting is open-air and exposed to winter weather, making it suitable for seasonal installations and public gathering. The space connects mall circulation with street-level foot traffic.

How the space was used

For this project the outdoor lawn held two linked elements: a temporary Burberry outerwear boutique and a public ice rink. The boutique displayed trench coats, down jackets and winter collection pieces, with a restored vintage clock as a central display. The rink occupied adjacent space and included skate and protective gear rental, skating aids for beginners, and a scarf cart. Circulation moved between retail and rink.

Why it works here

The outdoor lawn suits a winter activation because it can hold a temporary rink while remaining attached to mall foot traffic. A luxury pop-up gains visibility from the open setting, and the rink gives families and younger visitors a reason to linger, extending the venue's evening and weekend use.