Rooftop 131

Rooftop 131 is a commercial event and brand-experience venue at the top of Chongqing World Trade Center in Jiefangbei, Chongqing. Introduced in 2024, it is described as Chongqing’s first high-altitude fashion launch platform. Its role is to host brand debuts, special exhibitions, product launches, and other public-facing events in a distinctive rooftop setting, rather than to sell a single branded consumer product. The venue has indoor and outdoor areas. The indoor space has a high open volume and a 360-degree glass curtain wall; the outdoor area features a large, landmark-scale screen mounted on the building’s vertical glass façade. The site’s elevation and views over Chongqing’s riverside cityscape are central to its positioning as a visually striking location for launches and exhibitions. Its operating model combines on-site events and displays with screen-based promotion and online distribution. The platform is operated by Chongqing Top-level Commercial Management Co., Ltd., which took on the rooftop space as part of the commercial renewal of Jiefangbei. The operator has sought to build a programme around major intellectual-property exhibitions and brand firsts, using high-profile events to draw visitors and support further launches and exhibitions. Examples reported include a regional Barbie anniversary exhibition, a Changan automobile debut, a Douyin LIVESHOW music event, and a Dongpeng Special Drink product promotion. The venue’s positioning is therefore that of a destination for experiential marketing and event-led urban consumption, using Chongqing’s skyline as part of the brand proposition.

Rooftop 131 emerged from the redevelopment of an underused rooftop space at Chongqing World Trade Center in Jiefangbei. The building’s upper floors had previously housed uses including a Western restaurant and a café, but the rooftop space was later left underutilised despite its city views. As Jiefangbei underwent commercial adjustment and attracted more brand firsts and launch events, Chongqing Top-level Commercial Management Co., Ltd. took on the rooftop space and began renewing it. The operator retained much of the original space and its skyline views, leaving substantial indoor area adaptable for events rather than assigning it a fixed function. In 2024, the venue was presented in collaboration with upstream news as “Rooftop 131,” a high-altitude fashion launch platform. The operating concept joined on-site events with an outdoor screen on the building façade and online distribution. That same year, the venue hosted the southwest China debut of a Barbie 65th-anniversary exhibition. The report says the exhibition ran for three months and attracted 300,000 visits, helping raise the venue’s profile. Rooftop 131 subsequently hosted a range of brand launches and exhibitions, turning the space into a venue for both large public-facing events and private or industry exhibitions. A reported milestone was the 2025 debut of Changan’s third-generation UNI-V at the venue. The event involved lifting the car to the high-altitude site and was livestreamed on platforms including Douyin and Xiaohongshu. The report describes substantial online attention for the launch. Other reported activity includes a Douyin LIVESHOW music event and, in summer 2026, a Dongpeng Special Drink new-product promotion that included a custom collaboration with Zhang Xue Motorcycle. The venue’s commercial model is based on attracting visitors through prominent exhibitions and events, and earning revenue from event and curation work. Its development illustrates a shift from an underused rooftop toward an event-led commercial destination and brand-promotion platform.

• 2026

  Hosts a Dongpeng Special Drink new-product promotion and Zhang Xue Motorcycle collaboration

• 2025

  Hosts the debut of Changan’s third-generation UNI-V

• 2024

  Rooftop 131 launches as a high-altitude fashion launch platform

• 2024

  Hosts the southwest China debut of the Barbie 65th-anniversary exhibition

• 2019

  Jiefangbei commercial renewal creates a stronger context for brand firsts and launch events

A distinctive, high-altitude event and experiential-marketing platform that uses Chongqing’s skyline, rooftop views, exhibitions, and integrated screen-and-online promotion to attract visitors and amplify brand launches.

• High-altitude brand launch and exhibition venue

  Indoor and outdoor event spaces at the top of Chongqing World Trade Center, used for brand launches, exhibitions, and promotional events.

• Integrated screen and online event promotion

  An event-promotion approach combining the venue’s outdoor screen with online distribution.

• Retained much of the existing rooftop space and left indoor areas adaptable for exhibitionsOther

• Combined high-altitude events, façade-screen promotion, and online distributionOther

1. 1重庆首个高空时尚发布平台“天台131”持续激发消费活力 首秀首展登上262米高空“城市封面”-华龙网-重庆市委市政府官方新闻门户cqnews.net