Hongqiao to get its own Fifth Avenue
March 14, 2011, Monday
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Print Edition
Print Edition
INSPIRED by New York's famous thoroughfare, Linkong Economic Zone has plans for its own high-end shopping and culture destination. Victoria Fei reports.
New York's Fifth Avenue is world renowned as a prestigious shopping street. Nothing beats a stroll down the Midtown Manhattan avenue where upscale retailers present their fashionable products.
Inspired by its reputation for high quality and taste, Changning District is planning to establish "Hongqiao Fifth Avenue" in Linkong Economic Zone.
Beginning at Metro Line 2's Songhong Road station, the street will feature an underpass, skyway and pedestrian sector, totalling almost 2 kilometers.
"The name bears Linkong's dream and confidence to become the center of West Shanghai," said Zhu Ping, who is in charge of Linkong Economic Zone.
"We hope it can become a hub for business, residences, shopping, culture and tourism."
In terms of location, Linkong already has four main streets running from north to south - Guangshun Road N., Xiehe Road, Fuquan Road and Songhong Road. Hongqiao Fifth Avenue will become a new pedestrian area based on the four existing roads.
Historically speaking, Fifth Avenue's prestige originated in the 19th century, when wealthy New Yorkers chose to reside there. As commercial properties then began to follow, the street gradually transformed into the shopper's paradise it remains today.
Linkong Economic Zone used to be farmland 20 years ago. The urban planners have all reason to believe that it could have a new star street in the future.
While luxury boutiques and famous art galleries make New York's Fifth Avenue such a popular destination, Hongqiao Fifth Avenue intends to display the same sophisticated levels of fashion and culture.
This goal will be achieved by preserving old factories and developing new art spaces. It is also expected to be a fashion avenue with resorts, yacht wharf, conference center and commercial towers.
"No matter if it is the latest fashion designs or stone carving with hundreds of years of history, the avenue in Hongqiao will offer you both," Zhu said.
Hongqiao Fifth Avenue is close to the Hongqiao Transport Hub, one of the biggest transport hubs in the world.
"It takes only five minutes to drive to the transport hub," Zhu said. "Meanwhile, the street is close to Suzhou Creek in the east and Zhujiabang River in the north. A water view is another element contributing to the area's uniqueness."
Economic zone
At present, more than 800 businesses have their headquarters in Linkong. Hongqiao Fifth Avenue will be an ideal venue for office workers with plenty of dining options not found in most other industrial zones in Shanghai.
Linkong will not turn quiet at night either, so white-collar workers looking to unwind will find the area as vibrant in the evening as it is during the day.
Zhu, who is managing the zone, said Linkong is both a commercial and residential area, and in the next five years, Linkong will transform from a traditional industrial park to a "town."
Anders Kristiansen, president of Staples China, has lived in the area for many years and truly enjoyed himself.
The company currently has 600 employees working in Linkong.
"I know the big variety of restaurants that we have around our offices. Linkong has a great location. Easy access to the airport, main roads. And of course there is the nearby Metro which is a real plus for employees," Kristiansen said.
"We obviously also took into account that the rents are much lower here compared to downtown Puxi. Consequently, we save money and we still have a great location."
"Linkong has been very responsive to our needs and suggestions. I guess what we really appreciate is a responsive management team that understands our needs," he said.
Linkong is also home to Unilever's Shanghai headquarters with around 2,500 employees.
"Unilever has branches in more than 100 countries and regions. However, it scarcely has fixed assets worldwide. At present, it only boasts its own office buildings in countries and regions such as Britain, the Netherlands, India, South Africa and China," said Zeng Xiwen, vice president of Unilever China.
"When making the decision to locate in 2004, we gave full consideration to factors such as land cost, employee numbers and transport convenience and decided to build our China headquarters and the sixth research building worldwide in Linkong."
SOHO China's move into the Linkong Economic Zone offers another proof of the area's potential.
As one of the industry leaders in developing high-profile branded commercial properties in China's leading cities such as Beijing and Shanghai, SOHO China successfully bid for the "Linkong Plot 15 Land" last year. When revealing its "Hongqiao SOHO" design, it believed that "chic" will be the sales point for Linkong in the future.
Yet, there is more to expect. In the next five years, Linkong will complete a jewelry trade market, a central park and an IMAX cinema. By its completion, the area's commuters will total at least 150,000.
Zhu said Linkong has accelerated its pace to build a transport system integrating subway, bus and train to avoid the restrictions exerted by transport pressure.
New York's Fifth Avenue is world renowned as a prestigious shopping street. Nothing beats a stroll down the Midtown Manhattan avenue where upscale retailers present their fashionable products.
Inspired by its reputation for high quality and taste, Changning District is planning to establish "Hongqiao Fifth Avenue" in Linkong Economic Zone.
Beginning at Metro Line 2's Songhong Road station, the street will feature an underpass, skyway and pedestrian sector, totalling almost 2 kilometers.
"The name bears Linkong's dream and confidence to become the center of West Shanghai," said Zhu Ping, who is in charge of Linkong Economic Zone.
"We hope it can become a hub for business, residences, shopping, culture and tourism."
In terms of location, Linkong already has four main streets running from north to south - Guangshun Road N., Xiehe Road, Fuquan Road and Songhong Road. Hongqiao Fifth Avenue will become a new pedestrian area based on the four existing roads.
Historically speaking, Fifth Avenue's prestige originated in the 19th century, when wealthy New Yorkers chose to reside there. As commercial properties then began to follow, the street gradually transformed into the shopper's paradise it remains today.
Linkong Economic Zone used to be farmland 20 years ago. The urban planners have all reason to believe that it could have a new star street in the future.
While luxury boutiques and famous art galleries make New York's Fifth Avenue such a popular destination, Hongqiao Fifth Avenue intends to display the same sophisticated levels of fashion and culture.
This goal will be achieved by preserving old factories and developing new art spaces. It is also expected to be a fashion avenue with resorts, yacht wharf, conference center and commercial towers.
"No matter if it is the latest fashion designs or stone carving with hundreds of years of history, the avenue in Hongqiao will offer you both," Zhu said.
Hongqiao Fifth Avenue is close to the Hongqiao Transport Hub, one of the biggest transport hubs in the world.
"It takes only five minutes to drive to the transport hub," Zhu said. "Meanwhile, the street is close to Suzhou Creek in the east and Zhujiabang River in the north. A water view is another element contributing to the area's uniqueness."
Economic zone
At present, more than 800 businesses have their headquarters in Linkong. Hongqiao Fifth Avenue will be an ideal venue for office workers with plenty of dining options not found in most other industrial zones in Shanghai.
Linkong will not turn quiet at night either, so white-collar workers looking to unwind will find the area as vibrant in the evening as it is during the day.
Zhu, who is managing the zone, said Linkong is both a commercial and residential area, and in the next five years, Linkong will transform from a traditional industrial park to a "town."
Anders Kristiansen, president of Staples China, has lived in the area for many years and truly enjoyed himself.
The company currently has 600 employees working in Linkong.
"I know the big variety of restaurants that we have around our offices. Linkong has a great location. Easy access to the airport, main roads. And of course there is the nearby Metro which is a real plus for employees," Kristiansen said.
"We obviously also took into account that the rents are much lower here compared to downtown Puxi. Consequently, we save money and we still have a great location."
"Linkong has been very responsive to our needs and suggestions. I guess what we really appreciate is a responsive management team that understands our needs," he said.
Linkong is also home to Unilever's Shanghai headquarters with around 2,500 employees.
"Unilever has branches in more than 100 countries and regions. However, it scarcely has fixed assets worldwide. At present, it only boasts its own office buildings in countries and regions such as Britain, the Netherlands, India, South Africa and China," said Zeng Xiwen, vice president of Unilever China.
"When making the decision to locate in 2004, we gave full consideration to factors such as land cost, employee numbers and transport convenience and decided to build our China headquarters and the sixth research building worldwide in Linkong."
SOHO China's move into the Linkong Economic Zone offers another proof of the area's potential.
As one of the industry leaders in developing high-profile branded commercial properties in China's leading cities such as Beijing and Shanghai, SOHO China successfully bid for the "Linkong Plot 15 Land" last year. When revealing its "Hongqiao SOHO" design, it believed that "chic" will be the sales point for Linkong in the future.
Yet, there is more to expect. In the next five years, Linkong will complete a jewelry trade market, a central park and an IMAX cinema. By its completion, the area's commuters will total at least 150,000.
Zhu said Linkong has accelerated its pace to build a transport system integrating subway, bus and train to avoid the restrictions exerted by transport pressure.
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