The project is a significant urban renewal initiative located in the urban CBD of Shanghai. This project is not just about refurbishing a building; it's about revitalizing a piece of history that dates back to 1923 when it was originally the three-story Paris Grand Theater. The site has witnessed several transformations, including a 1993 reconstruction into a seven-story Times Square and a 2006 renovation for a Barbie flagship store. Currently, the building has been inactive since 2011, presenting an opportunity for a thoughtful redesign that respects its past while embracing the future.