Ferrari at Bund International E-Sports — Ferrari China 30th Anniversary Celebrati (2023)

A riverside esports and culture venue in central Shanghai hosted Ferrari China's 30th anniversary, with historic models displayed on its forecourt before an indoor celebration.

The venue

The Bund International E-Sports Culture Center is a multi-purpose event venue on the Huangpu river side of central Shanghai, built mainly to stage esports tournaments and culture programming. It operates as a bookable hall rather than a public attraction: organisers get an indoor, arena-style floor together with an exterior forecourt, which lets arrivals, vehicle displays and the main programme be split across two connected zones.

How the space was used

For the anniversary the forecourt carried a line-up of earlier Ferrari models — 348 TS, F355 Spider, 360 Spider, F430 Spider and 612 Scaglietti — supplied by the Sanhe Classic Car Museum, and guests passed them before entering the hall. Branded cards issued at the reception hotel served as entry. The indoor floor was given over to the ceremony and a project video.

Why it works here

Vehicle anniversaries need ground-level space where cars can sit in daylight and guests can walk around them, which this forecourt provides. An esports hall also keeps the event off public retail routes, so the guest list controls who sees the display and the programme inside.