Dior at Former Site of the Naval Aircraft — Rouge Dior Lipstick Launch (2020)

A former naval aircraft manufacturing site in Shanghai hosted the launch of the reformulated Rouge Dior lipstick.

The venue

The venue is the former site of the Naval Aircraft Manufacturing Works, a heritage industrial complex in Shanghai. The premises date to the early 1930s, when the Mawei aircraft works was absorbed into the Jiangnan Shipyard and renamed. It now functions as an event venue: a building with an outdoor approach, interior halls and a staircase leading to an upper floor that can be dressed for staged, sequential circulation.

How the space was used

Guests entered along a red carpet main road lined with benches, street lamps, a French-style café and advertising columns, then moved upstairs. The upper floor held the product display: four finishes and thirty-five shades on try-on counters. A virtual shade-matching and smile-capture zone, a portrait sketch station and the ROUGE STUDIO film set occupied separate areas off the route.

Why it works here

The venue's raw industrial shell and multi-level plan let a brand build a complete fictional streetscape at ground level and a quieter, counter-based product floor above. The separation between arrival, promenade and try-on suits beauty launches, where guests need both a photogenic approach and a place to test shades at length.