A New Urban Future
Issue 44 - August 2008
A mixed-use development in Shanghai's Hongkou district aspires to change the cultural landscape of the city.
In the old industrial quarter of China's economic
powerhouse, a former abbatoir and art deco power
plant are undergoing a revolutionary transformation.
Driven by the development team behind the city's
"Three on The Bund" destination, 1933 aims to fuse
these striking examples of early 20th century industrial
architecture into a new kind of mixed-use development.
"The concept came from our experience living in
Shanghai for nine years," explains Paul Liu, Chairman,
Axon Concepts. He also cites the structure of the
building itself, and the market landscape as being
influential factors on the model that 1933 is creating.
However, for him the concept of bringing something
new to the city is at heart of the project, and will be instrumental to the success or failure of the
development.
"Everybody has been talking about Shanghai becoming
this big global metropolis, but its actually tending
towards being overly commercial, everyone is talking
about money, money, money. For the city to be truly
global, it needs to have a good grounding in a whole
range of other ideals, and one of these should be
a strong cultural and artistic life. We wanted to do
something with 1933 that would provide a platform for
doing this type of activity to the people of Shanghai."
Building on history
When completed in 1933, the main building of the
development was one of three such grand-scale
abbatoirs in the world- the other two being in London
and New York. The art deco-influenced monument was
the product of a cross-cultural relationship - developed
by Zhejiang businessmen, designed by British architects
and built by Chinese construction company Yu Hong
Ji using concrete imported from the UK. In its latest
incarnation, the building housed a medicine plant from
1970 until 2002, when it lay dormant.
Today, the main building's striking art deco façade with
sleek geometrical motifs is in marked contrast to the
gleaming towers of glass and steel that most of us
associate with large scale mixed-use developments
in China's major urban centres. Behind the façade
is a complex structure, a square five-storey building
forms a perimeter surrounding a 24-sided core building
which is topped by a rooftop evocative of a massive
camera shutter with a six meter diameter oculus that
allows natural light to penetrate into the building. The
buildings are linked by a complex system of concrete
land bridges which, together with spiral staircases and
flowering columns create a labyrinth-like effect.
With such a huge variety and diversity in the physical
structures and spaces, Liu explains that the team
recognised that a huge range of activities could be
incorporated into the space. "We decided on three
ideals for the project of design, lifestyle and education
which held all of those elements, it's a big project
its 35000 sqm in total," he says. The challenge then
became how to demarcate the space, to create enough
of a mixture and a critical mass with these elements to
achieve a synergy. "We were looking for new synthesis
that would create and interesting, unique type of
environment in Shanghai."
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We were
looking for
new synthesis
that would
create and
interesting,
unique type of
environment
in Shanghai
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More than a Mix
In 1933 development comprises 33,000 sqm of retail,
offices, F&B and areas for commercial and cultural
space. From the onset of the initial projects, the
developers wanted to achieve an end product that did
justice to the unique architecture, and remained true to
their concept. This meant breaking away from the usual
approach. "Each segment of the market in Shanghai,
and especially at the high end, all the usual suspects
are here already and they are all doing things that are
completely generic and cookie cutter," says Liu.
"If you walk into a luxury retail mall on Nanjing East
Road," he continues, "and you look around these stores
you could be in any mall in Hong Kong, London or New
York. Nothing distinctive about it, you would never know
you were in Shanghai, and we thought that this was a
shame." Instead the 1933 development aims to achieve
a unique atmosphere to appeal to the cosmopolitan
Shanghai resident and visitor.
Liu describes the target demographic as "sophisticated,
aspirational people who cut across all socio-economic
boundaries, and cultures. They are not bound by an
income level, in fact they are not bound by anything,
and they're usually united by a common element which
is intellectual curiosity and a desire to see something
different, something unique, quirky and edgy." The
benchmark for the development was this something
along the lines of the Shoreditch area in London, or the
meatpacking district in New York. Wt."
Perhaps unlike some other major mixed-use developments taking place in Shanghai,
when managing the tenant mix, the developers are insisting that prospective lessees
fit the vision of the development. "Right now we reject about 50 percent of the people
who come and express interest," Liu reveals, "People come and say "We're a logistics
firm, or a trading firm, we can pay the rental and we like the building." We say, "well,
you know, we're really not that interested in you." We're out there looking for that
interesting architecture firm, or that interesting graphic designer from China, our that
emerging fashion designer or artist who wants to open a studio."
A significant proportion of the office space in the main building and factory has already
been leased to a division of Omnicon Corporation, a marketing and design firm. In terms
of retail, the development is also attracting tenants who recognise the benefits of
being somewhere "different". Ultra hip fashion retail American Apparel has chosen to
open its first China store in 1933, precisely because they don't want to be on Nanjing
East Road or on Huahei Road. "They said: by being there with all the usual brands we
would restrict ourselves, we would be defined by our neighbours. By coming over to
1933 and being in this different, quasi industrial building we are making a statement
that we are unusual, we're not being part of the pack, and it helps to define our access
point to the market."
Public space
The original cavernous workshops, medieval castle-like passageways and distinctive
latticework of bridges and ramps now form a unique mix of indoor and outdoor areas
for creative-driven tenants and events. The soaring light-filled spaces are ideal for
galleries while the caverns below are perfect for lounges and clubs. However, the
crowning glory of 1933, say the developers, is the central event spaces on the third,
fourth and fifth floors of the core building.
A 981 sqm theatrein-the-round, is at the epicenter of the space, it's polished glass stage
reflecting the soaring ceiling and oculus above. It has been fitted with state-ofthe-
art sound and lighting systems and is serviced by two passenger lifts and
also by a 3.5-tonne industrial lift capable of ferrying a car. The theatre leads out to an expansive rooftop
terrace with 360-degree views over the lane houses and meandering creeks below, which are dotted with
willows and arched bridges.
Liu explains that this is central to the concept of 1933,
"The building has this central core that's connected by 24 land bridges, and that building is not being leased
out. We're going to fit out that space to turn it into an open platform for art exhibitions, displays, and
academic discussions. A platform that will drive the sort of person that's looking for a different experience
towards 1933." RFP
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“Each segment of the market in Shanghai,
and especially at the high end, all the usual suspects
are here already and they are all doing things that are
completely generic and cookie cutter."
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