Rolls-royce at China International Exhibition — Rolls-Royce at Beijing Auto Show (2020)

The New Hall of China International Exhibition Center hosted Rolls-Royce's Beijing Auto Show stand in September 2020.

The venue

The China International Exhibition Center (New Hall) is an exhibition complex in Beijing made up of numbered halls, booth areas and service zones used for trade fairs and public shows. Its scale allows vehicle manufacturers to install stands within a shared, ticketed fair environment, with visitors moving between halls and exhibitors along common circulation routes.

How the space was used

Hall E1 contained stand E105, a 150-square-metre area built for Rolls-Royce, inside the larger auto show layout. Shared aisles of the exhibition hall carried visitors to the stand, while the booth footprint concentrated display and conversation within a defined edge. The stand was built by a contractor and operated within the fair's rules.

Why it works here

The hall's neutral, high-capacity shell supports car launches by allowing stands, shared visitor circulation and controlled access. A modest booth within that environment lets a premium marque meet visitors in person while the fair's wider automotive context remains around it.