Staff Writer
Jan 2, 2019

Ducati to debut first experience centre in Asia

The motorcycle experience centre will be launched on Hengqin island in Zhuhai.

An artist's impression of the Ducati experience centre.
An artist's impression of the Ducati experience centre.

Ducati has confirmed that it will launch its first brand experience centre at the Novotown development project in Hengqin, Zhuhai, its first in Asia.

The Italian motorcycle maker has reportedly licensed its brand to Lai Fung Holdings, the developer of Novotown for 10 years from the date of the centre's opening. The Phase II of Novotown, in which the centre will be located, is targeted to open in phases before 2022. 

Covering an area of 4,500 sqpm, the Ducati experience centre is expected to feature "immersive racing" experiences, brand exhibitions and retail spaces. Zhuhai is not unknown to motorsport fans as the Zhuhai International Circuit is one of the race tracks used for the annual China Superbike Championship. 

Novotown had earlier announced a partnership with Real Madrid to set up a football experience centre for the club at the development project. John Tse, CEO of Novotown, said in a release that such development projects are part of the plan to reinvigorate and introduce cultural elements to the cluster cities within the Greater Bay Area initiative. The Hong Kong-Zhuhai-Macau bridge opened in late 2018 was the first direct land access from Hong Kong to Zhuhai. 


Related Articles

Just Published

13 minutes ago

Netflix ventures into Decentraland to promote 'The ...

The streaming giant makes another move in gaming with its first step into the crypto-focused metaverse platform.

18 minutes ago

Lego hosts array of activations to celebrate '90 ...

Danish toy manufacturer topping celebrations with gargantuan brick birthday cake.

27 minutes ago

Attention metrics are becoming more nuanced, but ...

Agencies and tech providers are building a more sophisticated understanding of consumer attention, but they face cultural and infrastructure challenges in convincing advertisers to convert to a new currency.

38 minutes ago

Bentley Motors appoints global lead creative agency

London-based iX given lead creative and strategic agency status.