How we created critical mass around a development while its neighborhood was still emerging

Shaping a New Destination in Shanghai

How do you create enough critical mass so that a project can stand on its own, while the neighborhood develops around it?  That’s what we set out to answer in 2013 when we partnered with Luijazui Group on Crystal Plaza, a mixed-use project in an emerging CBD in Shanghai. The area, Qiantan, was part of the city’s 5-year plan for development. But we couldn’t wait five years. We needed to pioneer a new location, and never let it go dark.

How do you put a location on a map? 

The project was certainly substantial with six office buildings, ten residential towers, and an interconnected retail podium. But instead of just erecting the structures and opening the doors, we knew that we had to build community into the foundation of the project. Leveraging our prior experience with mixed-use developments, we created the ultimate lifestyle center. A 24-hour environment designed for human connection.

Building community into the foundation of the project

Crystal Plaza now serves as the community hub for families and individuals to share in their love of art and play. From the indoor skiing facility to the science park, there’s something for every walk of life. And an abundance of programming lends itself to shared experiences. More than 10,000 families participate in our kid’s club, and our runners’ affinity group has had dozens of events. People meet at a National Geographic exhibit or share in the Shanghai Design and Coffee festival. Environmentally progressive design elements and ample public green space also make the project one of the top green urban campuses in Shanghai.
 
Crystal Plaza is a lifestyle destination; A neighborhood in its own right.

Shaping a New Destination in Shanghai

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Shaping a New Destination in Shanghai

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