【CBD建筑与设计】-上海外滩soho规划设计方案——RTKL

1、Shanghai 204 Concept PresentationShanghaiMarch 17, 2009204TABLE OF CONTENTSINTRODUCTIONProject Analysis / Site AnalysisCONCEPT 1 / The Scene of GlamourCONCEPT 2 / The Oasis on the BundCONCEPT 3 / The Urban PortTHE 3 CONCEPTS21Shanghai 204ConceptMarch 20093AProject Analysis Project Understanding and GoalsLocated in the overlapping area of The Bund and the Yuyuan districts, the site sits between two of the cities major tourist attractions. While this would initially seem to be an advantage, it sho

2、uld be realized that there are currently no strong linkages that will help to capture foot traffic from either one of these locations. The intersection of the Bund and Nanjing road is farther to the north with little commercial development between to encourage pedestrian traffic to the site. While the Yu Garden Bazaar is closer to the south, most of the tourists visiting arrive and leave by tour bus and those that dont tend to arrive at the main entrance on the opposite side from our site and on

3、ce inside would typically not have any open sightlines to realize our site existed.While we need to look for opportunities to draw from these markets, we need to realize that to be successful our goal should be to create a UNIQUE DESTINATION that provides a draw of its own. By creating an EXPERIENCE BASED destination, we will create a point of difference from the competition and provide a reason for people to sit in Shanghai traffic to come to the project. This shouldnt be just about shopping. T

4、he city is full of shopping opportunities so that alone will not be com-pelling enough.Things to consider: There are quite a few regional plans initiated by the city to address the revitalization of the riverfront, the Bund and the green-covered bus ter minal to the south, the site should be well designed to respond to these vast changes in the next 3-5 years, The Bund seems to be on the verge of a renaissance (3 On The Bund, 18 Bund etc.). Positioned correctly we could be a CATALYST and focal p

5、oint of this effort. While the history of The Bund is universally associated with Shanghai there are surprisingly very few attempts to showcase it or give it voice. We can be one of the first. Office workers from our site plus the surrounding district have very little choices within walking distance for places to go for lunch and so cialize after work. We should take advantage of this. While the proposed bus terminal across the street could provide foot traffic we are not convinced that this is

6、our primary target audience. The vast majority of people arriving will be by car or taxi. The park across the street is a nice amenity but not really a driver of foot traffic.Shanghai 204Mar.2009ConceptSite AnalysisREGIONAL ANALYSISLocation: Sitting in the overlapping zone of Bund District and Yuyuan District ADVANTAGE: Shanghai 204Mar.2009ConceptHERE IS OUR SITESITEHERE IS OUR SITE1423514223YU GARDEN5SITE PHOTOSSite AnalysisShanghai 204Mar.2009ConceptNEIGHBOURHOOD ANALYSISSite AnalysisADVANTAGE

7、: CONSTRAINS:Next to the riverWhen completed, the project will be the im-portant node as a high-end destinationMass transportation hub is nearbyThe newly renovated Renmin road and Zhongshan road will provide good vehicular accessThe low-end condition of north and west sides wont be improved in the near fu-tureThe north west corner is blocked by other buildings Shanghai 204Mar.2009ConceptSite AnalysisVEHICULAR ANALYSISShanghai 204Mar.2009ConceptSite AnalysisPEDESTRAIN ANALYSISShanghai 204ConceptM

8、arch 20094ASite Analysis Case Studies IndexCOOL DOCKDRAGON GATE MALLSITEXINTIANDISite AnalysisCASE STUDIES INDEXShanghai 204Mar.2009ConceptCase StudySite: Good Human Scale with 1 or 2 Court YardsHierarchy of the spaceDesign Language: Simillar to Xintiandi, but not there yet!Brand/Leasing:There is Brand/Identity, but its not strong Site: Islated away from reginal retail districts and its located alone in a industrial district. This site is too small to be noticedDesign Language: Street Faade is l

9、acking of Identity. Its not bold and its too simillar to the suroundings.Riverfront benifit is not incorporated into the site.Brand/Leasing:Leasing/Tenant Mix may not be sucessful ADVANTAGE: CONSTRAINS:COOL DOCK Shanghai 204Mar.2009ConceptCase StudyADVANTAGE: CONSTRAINS:Site: Near by Yu Garden Retail District With a Sunken Plaza Site: Mid-sized Plaza with Bad DevelopmentDesign Language: Conserative design style; too much motive patternsEnclosed inner street disconnected with the main circulation

10、Unattractive Street Faade; Lacking of invitation and its to en-closed.Storefront seems hidden, no identity showcase well. Brand/Leasing:Leasing/Tenant Mix is not clear; appeared to be low budget Target audient Unorganized promotional material space DRAGON GATE MALLShanghai 204Mar.2009ConceptCase StudyADVANTAGE: XINTIANDISite: Good Mixed Use Project w/ layers of low, mid and high density Developments Owns Intl and China Brand ReconizationLand Mark Signature; Tourist DestinationSite in Regional Re

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