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C2鈥?Jing鈥檃n                                                                                                          Tuesday 24 April 2018鈥?Shanghai Daily

3                          Downtown streets to have                                                                                                    World examples
                           distinctive local flavors

                                                     Taixing Rd  Nanjing Rd W.                                                                         Taking cue

800 Show                                Fengxian Rd                Wujiang Rd                                                                          from abroad
    3                                                Maoming Rd                                                                                        In developing a blueprint
                                        Jiangning Rd                                                                                                   for the Nanjing Road W.
               Nanyang Rd  Xikang Rd                                                                                                                   backstreets, Roland Berger
                                                                                                                                                       studied examples of other
    Yuyuan Rd  Tongren Rd             Shaanxi Rd N.         2                  N                                                                       world-class shopping
   4                                                 Weihai Rd                                                                                         districts.

4 21                                                                                                                                                      For example, the back-
                                                                                                                                                       streets of London鈥檚 Oxford
Paramount                  Fengshengli               Zhangyuan                                                                                         Street offer shopping and
                                                                                                                                                       entertainment in terms of
Backstreets are                                                                                                                                        book stores, theaters and
becoming front                                                                                                                                         food.
doors to change
                                                                                                                                                          Shaftesbury Avenue, with
 Li Qian                                 Backstreets are part of the              Fengshengli (top) hosts vintage buildings with trendy eateries.      49 theaters, forms a world-
                                      city鈥檚 cultural DNA and an epito-           It鈥檚 a popular hangout in Shanghai. Shaanxi Road N. (above)          class theater hub. Some 75
Small alleyways off main              me of urban society and culture,            offers amusing diversions in addition to shops selling time-         percent of Londoners put
         avenues are usually stereo-  according to Charles-Edouard                honored brands and popular restaurants. 鈥?Wang Rongjiang             the area on their must-go-to
         typed as boring, cluttered   Bouee, chief executive of German                                                                                 lists, according to a survey.
         with the same old shops.     consulting firm Roland Berger,
 Jing鈥檃n is out to change that        which helped the district draw                                                                                      Charing Cross Road
 concept.                             up the Jing鈥檃n blueprint.                                                                                        is renowned for its spe-
                                                                                                                                                       cialist and second-hand
    This month, the district gov-        The backstreets will offer                                                                                    bookshops, including the
 ernment released detailed plans      multiple experiences, create                                                                                     famous Foyles bookstore.
 to spruce up 11 backstreets that     people-oriented public spaces                                                                                    Savile Row, famed for tradi-
 feed into bustling Nanjing Road      and pioneer new retail concepts                                                                                  tional bespoke tailoring for
 W. Distinctive features for every    that echo global trends in urban                                                                                 men, is where the spy film
 one of them will be based on         development, said Jiang Hao, vice                                                                                鈥淜ingsman鈥?was filmed.
 location, history and individual     president of the firm鈥檚 China
 culture.                             office.                                                                                                             In Tokyo, tucked away in
                                                                                                                                                       the crowded Ginza shopping
    Jing鈥檃n has been working             He added: 鈥淭hey will not be                                                                                   area are many venerated re-
 for years to turn Nanjing Road       the same old. Instead, they will                                                                                 tailers. Visitors can try on
 W. into the equivalent of the        feature the aspects of a desirable                                                                               traditional kimonos and ex-
 Champs-Elysees in Paris, Fifth       lifestyle.鈥?                                                                                                     perience the tea ceremony
 Avenue in New York or Oxford                                                                                                                          in Japanese-style rooms.
 Street in London.                       The layout of 鈥淭hree Belts,
                                      Three Axes, Two streets鈥?is                                                                                         The area also has more
    Today, the main drag has ma-      the backbone of backstreet                                                                                       than 100 art galleries,
 tured into that dream. It鈥檚 now      redevelopment.                                                                                                   museums and artists鈥? time to develop backstreets, said                                                                                                                     workshops. It is designed
 District Director Lu Xiaodong.          The 鈥淭hree belts鈥?link Yuyuan                                                                                 to immerse visitors in tradi-
                                      and Nanyang roads and adjoin-                                                                                    tional Japanese culture.
    He said Nanjing Road W. is so     ing Fengxian Road with Wujiang
 successful that it is well able to   Road, from west to east.                                                                                            In New York, the area
 support a more dynamic environ-                                                                                                                       surrounding Fifth Avenue
 ment on its periphery.                  Yuyuan Road contains the                                                                                      is home to more than 500
                                                                                                                                                       technology startups, creat-
                                                                                                                                                       ing a neighborhood often
                                                                                                                                                       called 鈥淪ilicon Alley.鈥?
                                                                                                                                                          Incentives such as tax
                                                                                                                                                       deductions have attracted
                                                                                                                                                       co-working spaces and
                                                                                                                                                       start-up incubators.

The Ohel Rachel Synagogue on Shaanxi Road N. is a legacy of the                   former residences of famous        landscaping, including green      and Xikang roads.
1930s, when Jewish refuges settled here to escape the Nazis in                    people, traditional alleyway       roofs and graffiti on facades.       Weihai Road is home to local
Europe. 鈥?Jiang Xiaowei                                                           houses and garden villas. It
                                                                                  will be renovated as a commu-         Shaanxi Road N., Jiangn-       media giants like the Shang-
                                                                                  nity of exquisite lifestyle, with  ing Road and Tongren Road         hai United Media Group and
                                                                                  dessert bars, book cafes and       form the 鈥淭hree Axes鈥?in the      Shanghai Media Group, and to
                                                                                  workshops conducting classes       blueprint.                        emerging industrial players
                                                                                  in painting, flower arrange-                                         such as co-working space pio-
                                                                                  ment and the tea ceremony.            Shaanxi Road N. will be home   neer WeWork. The street will
                                                                                  Sculptures will be erected in      to local time-honored brands      be redeveloped as an incubator
                                                                                  public spaces.                     like Longfeng cheongsam.          for digital media.
                                                                                                                     Haute couture stores, exhibi-
                                                                                     Nanyang and Fengxian roads      tion centers and workshops           Xikang Road will be an inter-
                                                                                  sit behind the established         for visitors to view traditional  national sports neighborhood,
                                                                                  shopping malls of Westgate         Shanghai experience skills        with the Jing鈥檃n Gymnasium,
                                                                                  Mall, CITIC Square and Plaza       will round out the roadway.       24-hour self-service gyms,
                                                                                  66.                                Heritage-listed buildings         sports retailers and healthy-
                                                                                                                     make the area ideal for strolls   diet restaurants.
                                                                                     This section will feature a     through history.
                                                                                  scene that is young and trendy,                                         Taixing Road and Maom-
                                                                                  with boutique shops, designer         Jiangning Road, home to        ing Road N. are designated as
                                                                                  brands, vintage stores and pop-    the historic Majestic Theater,    popular nightlife areas, with
                                                                                  ular eateries. Cherry trees will   the modern Yihai Theater and      entertainment venues like
                                                                                  be planted along the roadside,     popular immersive theater         Zhangyuan 99 and Fengsh-
                                                                                  enhanced by special-effects        McKinnon Hotel, will be re-       engli 鈥?two popular hangouts
                                                                                  lighting.                          developed to rival New York鈥檚     for expats. Additional bars
                                                                                                                     Broadway or London鈥檚 West         and restaurants serving in-
                                                                                  鈥楾hree Axes鈥?                      End.                              ternational cuisine will be
                                                                                     Wujiang Road, known as a           Tongren Road, opposite the
                                                                                  food street, will embrace the      Jing鈥檃n Kerry Center, is set to      Another two landmarks in
                                                                                  latest retail trends by introduc-  be the home of high-end gal-      the area are the legendary
                                                                                  ing self-service stores, pop-up    leries, museums and auction       Paramount ballroom, cradle
                                                                                  stores and other crossover proj-   houses.                           of Shanghai jazz, and the 800
                                                                                  ects. It will feature innovative                                     Show, where Shanghai Fashion
                                                                                                                        The 鈥淭wo Streets鈥?in the re-   Week is held.
                                                                                                                     development plan are Weihai
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