Chanel at Shanghai Expo Creative Show — Chanel Première Watch Playground (2023)

Shanghai Expo Creative Show hosted Chanel’s Première watch playground, a six-day installation built around the design codes of the brand’s first watch.

The venue

Shanghai Expo Creative Show is an independent event venue in the city’s former Expo area, used for exhibitions, launches and brand presentations. It provides large, flexible indoor halls with high ceilings and a neutral industrial shell, allowing temporary structures, lighting and set builds to be installed. Its location within Shanghai’s redeveloped riverside district places it among other cultural and event spaces.

How the space was used

For the Première watch playground, the hall was divided into themed zones drawing on the watch’s case, bracelet and black-and-white palette. A central circulation route connected play structures, display areas and photo moments. Temporary floors, walls and lighting transformed the neutral shell into a closed, immersive environment for visitors during the six-day run.

Why it works here

Large-format brand environments suit this venue because it offers clear-span indoor space and a neutral shell that can be rebuilt for each project. Its position in Shanghai’s Expo district also draws an urban audience already moving between cultural and event venues.