The Bund is the gateway to Shanghai and to China – its many historical buildings, economic viability and multi-cultural background constitute an area of rich cultural heritage. The objectives of the master plan are to improve the Bund area through redevelopment and preservation, to eliminate blighting influences and to improve the desirability and economic viability of this area. The four-part strategy of our master plan includes a focus on the Bund Historic Walking Trail, New Public Domain, Animated Street Life and the Bund as a brand on the global market.