Chanel at Courtyard 19 at WF Central — Chanel Art of Perfume Beijing (2023)

Courtyard 19 at WF Central hosted Chanel's Art of Perfume experience, a walkthrough of No. 5 and Les Exclusifs set in a heritage courtyard.

The venue

Courtyard 19 is a heritage courtyard venue within WF Central, a shopping complex in Beijing's Wangfujing district. It is arranged as a sequence of traditional entry courts, with exterior walls and enclosed open-air passages that separate it from the mall. The space is normally used for cultural and brand events rather than retail, and its courtyard layout directs visitors through successive rooms and thresholds.

How the space was used

For the project, the courtyard was divided into successive zones. The first and second entry courts carried the No. 5 centenary narrative; a Chanel perfume classroom occupied another room. Displays included the Les Exclusifs collection, a scent-selection instrument and one-to-one fragrance consultations. Visitors moved through the courts in sequence, with registration and queueing handled outside the main experience.

Why it works here

A courtyard sequence suits a fragrance narrative because it creates separate rooms for story, collection display and instruction without a single large hall. The venue's location inside WF Central brings mall footfall and transit access, while its enclosed courts give the event a controlled, quiet setting distinct from the surrounding retail floors.