For many years now, hotel ballrooms have been popular venues for product launches, with a growing number – especially in brand-crazy China – designing their premier space to appeal to luxury car dealers. Thanks to a street-level location or special lifts to ferry an SUV or more than one vehicle to a higher floor, the latest in metal has been unveiled to eager and moneyed consumers in plush surroundings. Here are six such facilities where a car show can be staged in style.
CHINA
Yuan Yi Grand Ballroom, Hilton Hongqiao Shanghai
Location Level 2 of the hotel
How do the cars get into the ballroom? A lift in the hotel’s service area goes up to the back of the ballroom. This can accommodate an SUV and even two vehicles, depending on their size.
Who’s held events there? In the past two years, major car companies in Shanghai such as Volvo, Toyota and Renault have held showcases in there.
Capacity for regular events For theatre-style set ups, 1,260 persons; for classroom set ups, 726 persons; for banquet set ups, 1,000 persons; for cocktails, 1,300 persons.
For more details, visit www.hilton.com
Grand Ballroom, Futian Shangri-La
Location Level 2 of the hotel
How do the cars gets into the ballroom? The vehicle can be driven from the car park into the cargo lift that goes to the ballroom level. Measuring 5.5m by 2.8m, the elevator can take in a Mercedes Benz SUV (GLK).
Who’s held events there? Audi and Porsche have hosted dealership gatherings and product showcases.
Capacity for regular events For a theatre-style set ups, 2,000 persons; for classroom set ups, 1,100 persons; for banquet set ups, 1,200 persons; for cocktails, 2,100 persons.
For more details, visit www.shangri-la.com
HONG KONG
Centenary Ballroom, Marco Polo The Hong Kong Hotel
Location Ground floor of the hotel
How do the cars gets into the ballroom? A driveway in Ocean Terminal (which houses the hotel) leads to an entry that in turn leads to the ballroom.
Who’s held events there? Last year, Crown Motors staged a client luncheon of eight round tables tables to show off six cars, as well as a dinner reception with the same number of tables and cars.
Capacity for regular events For theatre-style set ups, 432 persons; for classroom set ups, 162 persons; for cocktails, 350 persons.
For more details, visit www.marcopolohotels.com
MALAYSIA
Grand Ballroom, Grand Hyatt Kuala Lumpur
Location Ground level
How do the cars get into the ballroom? Access is from the driveway
Who’s held events there? Mercedes-Benz has had a showcase event there.
Capacity for regular events For theatre-style and cocktail set ups, 1,200 persons; for classroom set ups, 500 persons.
For more details, visit www.hyatt.com
SINGAPORE
Grand Ballroom, The Ritz-Carlton Singapore
Location Ground level
How do the cars get into the ballroom? From the street, cars can be driven into the foyer and into the ballroom. Another area the hotel opens up for car displays is the Stella Gallery (exhibiting an installation of artist Frank Stella), which is also on the same level, and leads to the poolside.
Who’s held events there? Events held in the ballroom include those by BMW, while during the 2011 Singapore F1, the Gallery was used to display two Aston Martins.
Capacity for regular events For theatre-style set up, 1,400 persons; for cocktails, 1,200 persons.
For more details, visit www.ritzcarlton.com
TAIPEI
Prosperity Ballroom, Sheraton Grande Taipei
Location Basement level 2
How do the cars get into the ballroom? As the parking lot is on the same level as the facility, there’s no problem to getting the vehicle into it.
Who’s held events there? It’s a favourite venue for Toyota, BMW and Mini Cooper launches.
Capacity for regular events 100 persons no matter the set up.
For more details, visit www.sheraton.com
THAILAND
Royal Maneeya Ballroom, Renaissance Bangkok
Location On the mezzanine
How do cars get into the ballroom? A special elevator that is designed to accommodate heavy machinery does the job.
Who’s held events there? Car brands that have displayed their latest models there include Toyota, Lexus, Mazda 3, Bently, the new Continental GT, Ford and Chevrolet
Capacity for regular events For a theatre-style set ups, 700 persons; for classroom set ups, 420 persons; for banquet set ups, 450 persons; for cocktails, 800 persons.
For more details, visit www.renaissancebangkok.com
Margie T Logarta
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