Dior at Phoenix Center — Dior Men Fall 2021 (2020)

Beijing's Phoenix Center hosted Dior Men's Fall 2021 collection launch, combining a runway presentation with a livestream.

The venue

Phoenix Center is a landmark media and cultural complex in Beijing, built around a continuous looped structure and a central courtyard. It contains broadcast facilities, offices and event spaces used for screenings, cultural programmes and corporate presentations. Its large interior volumes and distinctive architecture provide a controlled setting for productions that need a strong visual backdrop.

How the space was used

For the launch, the venue's interior was arranged as a runway and broadcast set. Guests moved from an arrival area into the presentation space, where models showed the collection and several male celebrities appeared on the runway. The event paired a physical show with streamed video, and Kenny Scharf's cartoon motifs appeared across the staging and screen content.

Why it works here

Phoenix Center works for a fashion launch because it offers large interior volumes, a recognisable architectural backdrop and media facilities for livestreaming. A runway set and broadcast production can sit under one roof, while the enclosed layout keeps the presentation separate from the city outside. This suits a collection reveal that needs both a live audience and a streamed audience.