Ferrari at Xintiandi Style — Ferrari Ignite Pop-Up Shanghai (2024)

Xintiandi Style hosted Ferrari's Ignite pop-up, pairing a supercar display with an esports racing final during the 2024 Chinese Grand Prix period.

The venue

Xintiandi Style is a shopping mall in Shanghai's Xintiandi district, a central area of Huangpu known for pedestrian lanes, retail, dining and cultural venues. The mall operates as an indoor retail and circulation space, with concourses and event areas that connect shops and public routes. It sits within a district that draws local visitors and tourists throughout the day.

How the space was used

For the project, the mall's event area became a temporary Ferrari pop-up. It held a display of the SF90 XX Stradale and a staging area for an esports racing final, where fifteen qualifiers competed. Visitor circulation moved around the car display and the competition zone, allowing shoppers and Ferrari fans to pause, watch and move through the concourse.

Why it works here

The venue sits inside a pedestrian retail district with steady foot traffic and a mix of local and visiting audiences. Its indoor concourse supports a car display and a spectator esports setup without closing the surrounding shops, making it suitable for a short, media-facing pop-up tied to a citywide racing event.