Rolls-royce at Columbia Circle — MG HS Hormone Factory (2018)

Columbia Circle hosted the MG HS Hormone Factory, a five-day brand experience built around a temporary workshop and poolside show.

The venue

Columbia Circle is a mixed-use heritage compound in central Shanghai, made up of former club buildings, open courtyards and a large outdoor swimming pool. The site operates as a cultural and creative destination with restaurants, offices and event spaces. Its layered architecture and pool deck give visitors a route through enclosed rooms and open-air areas.

How the space was used

During the project, the compound was divided into a staged workshop sequence. Visitors were labelled, photographed, moved through sensory rooms for music, fragrance, heartbeat sensing and speed simulation, then led to the pool area. Partner-brand installations occupied separate zones, while the pool deck became a nighttime show space with lighting, fitness sessions, silent disco and roller skating.

Why it works here

The venue suits this format because it combines enclosed rooms for controlled sequences with an open pool deck for audience spectacle. Visitors can move from one zone to the next without leaving the site, and the heritage setting gives the temporary build a distinct backdrop that a standard hall cannot provide.