Ferrari at China Central Place Plaza — Ferrari Pop-Up Concept Store Beijing (2018)

China Central Place Plaza in Beijing hosted a five-day Ferrari pop-up concept store presenting several models.

The venue

China Central Place Plaza is an outdoor paved plaza within a mixed-use retail and office complex in Beijing’s Chaoyang district. It sits between shopping mall entrances and office towers, acting as a pedestrian forecourt and gathering point. Normally it supports foot traffic, deliveries and public seating, and it can be cleared for temporary installations.

How the space was used

For the Ferrari project, the plaza was cleared and occupied by a temporary concept-store structure. The build presented Ferrari 488 Pista, Portofino, 812 Superfast, GTC4Lusso T and 488 Spider models in a defined display zone. Circulation moved visitors past the cars and into the store area, with the open plaza handling approach and overflow.

Why it works here

The plaza’s position between mall entrances and office towers gives a temporary concept store a steady pedestrian audience and a central forecourt for vehicle display. Its open, paved surface accommodates structures and car movement without changing the complex’s permanent retail layout.