Fendi at Dongfengyun Art Town — World of FENDI Yunnan (2023)

Dongfengyun Art Town in Mile, Yunnan, hosted FENDI's fur exhibition and a VIP dinner, with the town's hotel and brick Kaleidoscope hall restyled for the event.

The venue

Dongfengyun Art Town is a purpose-built art and resort district outside Mile in Yunnan, laid out on sloping terrain around brick structures designed by artist Luo Xu. Its centrepiece is a cluster of kaleidoscopic brick volumes with irregular openings and coloured glass. A hotel within the complex, the Mile Dongfengyun MGallery, provides lobby, guest rooms and event space for visitors touring the site.

How the space was used

For the World of FENDI presentation, the hotel was taken over and restyled: the lobby and guest rooms were dressed with FENDI materials and furniture so that arrival, check-in and overnight stays all sat inside the brand's setting. The exhibition of fur pieces occupied interior hotel space, and a dinner was staged in the Kaleidoscope building, moving guests from the hotel into the brick structure.

Why it works here

The complex is self-contained and visually distinct, so a brand can control what guests see from arrival to departure without competing city signage. Its hotel supplies accommodation and service, while the sculptural brick halls give a ceremonial room for a seated dinner — a combination that suits hosted VIP programmes and exhibitions rather than walk-in retail.