Burberry at WF Central — Burberry Winter Ice Rink (2024)

WF Central hosted a Burberry winter ice rink and coffee truck in Beijing's Wangfujing district.

The venue

WF Central is a shopping mall in Beijing's Wangfujing district, combining retail floors, dining, and exterior gathering space. The venue sits within the commercial core and is used for both everyday shopping and seasonal public installations. Its open-air areas allow brands to build temporary structures that are visible from surrounding walkways and draw mall visitors outward.

How the space was used

For this project, the mall's open space held a knight-and-horse themed ice rink and a Burberry coffee truck. The rink formed the main built element, with the truck positioned alongside as a hospitality point. Visitors moved around the rink edge, linking passing mall traffic to the installation and giving the winter activation a clear footprint within the venue.

Why it works here

Seasonal ice rinks fit mall exterior spaces because they create a visible, walk-in attraction that changes the usual retail route. A brand can use the format to meet existing mall visitors without a standalone store, while the coffee truck adds a low-pressure stop that extends time spent around the installation.