The project is an urban development along the Huangpu River. The site is one of the most sought-after in the city, largely due to its close proximity to the historic Bund and downtown area. The project is composed of a master plan, architectural and landscape schemes. Throughout the process, the views and quality of spaces are made a priority as a way to make the best use of the site’s advantage and potential and thus benefit the end users. A deep analysis was conducted on the immediate surroundings as well as the Bund in general, including the past, present, and future conditions. This led to a master plan tailored specifically to the South Bund that reflects its rich heritage and huge growth potential. The South Bund is set to become a new landmark on the Bund’s skyline and a new destination for fashionistas.