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COVER STORY: Modern Service District in the Golden Cross
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altFrom the top floor of one of the MSD buildings there is an unrestricted view over the whole of TEDA. From the commanding heights, the surrounding roads and familiar facilities form a clear pattern. The roads and rail lines criss-cross into a formal grid and stretch out from the port towards Tianjin and Beijing and onward to the rest of the world.
 
Behind us, a model of the area shows the completed Modern Service District (MSD), at its heart is made real. The vision of the area together with the panoramic riew the rising structures makes clear the advantage of the location, in the heart of the Binhai New area. The facilities, the green spaces and tower blocks still under development, are easily imaginable.
 
We took the opportunity to discuss the MSD project with Ms Zheng Changyun, Sales Director of Tianjin TEDA Development Co. Ltd. 
 
Can you give our readers a little bit of background into the TEDA Modern Services District? 
MSD is a project set up to create a leading high-end business centre for the service area. The Tianjin Economic Technological Development Area (TEDA) has been developing for over 20 years, with a focus on manufacturing. The MSD project aims to attract the top reputable companies in the service sector with a low carbon footprint, which will be good for the economic development of the area. 
 
The completed development will comprise 9 zones of Class A office buildings, commercial space, shopping, leisure, entertainment and green spaces. There is a financial street, a specifically designed Art Museum and an opera house. Underground there are over 3000 car parking spaces. As well as a 100-metre wide landscaped green belt, the roofs of some buildings are grassed to provide large natural areas to walk and relax on.
 
What have been the challenges in constructing this new development zone? 
The first challenge was how to decide which direction to take with the design. We visited other Central Business Districts (CBD), such as those in London, to increase our knowledge and developed the concept further to include Law firms, IT,  Banking groups, Logistics and Financial services. The second challenge was funding, which we get from both the bank and the government, for the first few years. The third challenge was human resources getting the right people onto the project. We have done this through providing attractive working environment and development opportunities.
 
This zone has been broadly divided into the ‘Core Area’ and the ‘Expansion Area’. What kinds of enterprises and facilities can we expect to see within each area? 
The Core area, which comprises zones A to D, is only leased but in the expansion areas they can sell, but the facilities and enterprise isn’t different. Only big companies can buy the space because it’s expensive. The MSD is also known as ‘The Golden Cross’ because of its shape and because it is the most expensive square mile in Binhai even more expensive than downtown Tianjin.
 
What makes the area so expensive?
Firstly, it is the location. It is at the centre of the TEDA, just 5 km from the port, 38 km from the airport, and Beijing and Tianjin are only 45 minutes away. At one end of the MSD area is the Citizen Plaza train station. The centre of the cross lies along Second and Third Avenues so it’s very convenient to get to. Secondly the facilities, both within the district and in close proximity. Within walking distance there are golf courses, schools, hospitals, a library, and even the TEDA football stadium. Finally, is the quality of the office buildings and facility standards. All the buildings are equipped with world-class hardware facilities and will be LEED certified to assure that they are eco-friendly, efficient office spaces. The MSD is designed to provide the most influential business district both in the surrounding area of the Bohai sea region, and all over the world. 

alt 
What has the demand been like for commercial space in the MSD?
The demand has been very good. We want to attract companies that people need to visit, such as restaurants and amusements like Art Museums and Mini Theatres. Things you can’t just get from a web site. Many of the premises are already occupied by well known and international companies such as Haagen Daas, Costa Coffee and Pappa Johns, as well as companies new to the area such as Isetan, Rich Daddy and Ding Tai Feng. In addition to those directly located in the Golden Cross, there are facilities close by such as the football stadium and a golf course.
 
Although about 60% of the people commute daily from the city, 40% of workers live around the MSD area. The entertainment, leisure and shopping areas are also attractive to local people. They are not just for those working here. 

This district is being described as a ‘high end’ business zone. What distinguishes the MSD from other economic zones in TEDA? 
It’s the most expensive 1sq mile in the Binhai New Area. It’s not just the quality of the buildings, office spaces and the services provided. There is also the high calibre of people in the project, the clients and of course its location. 

With the broader economy slowing down, do you foresee the investment environment in projects such as this being more difficult in the coming years? 
I don’t believe the investment is slowing down because we are at a key point in the new Chinese government’s 5 year plan. MSD sales will remain high because some big companies are locating some of their headquarters out of Beijing to MSD, due to overcrowding. So we have lots of confidence about future sales. The world’s economic problems could have been more of a problem for us, but we have paid a lot more attention recently to state owned companies and not just foreign companies. With government, help as well, this has meant we have been able to protect investment. 
 
altYou mentioned LEED Certified buildings can you say a bit more about that?
All the international Grade A office building in MSD are built to LEED standards. This is an environmental standard for buildings developed by the U.S. Green Building Council. This means the buildings meet very high standards for low carbon emissions, use eco-friendly materials and are energy efficient throughout the buildings life cycle. The assessment is done on each building independently. 
 
The H2 buildings have achieved Gold standard and this will be done to all of the buildings in the future. It is the first MSD in China to reach this standard of LEED. It is a platform for Chinese and foreign companies. They want great buildings to match their great companies. 
 
When will the project be completed? 
Zone C opened in 2010 and Zone B will finish this year. The whole project, including the Chow Da Fu Binhai Centre, which at 530 metres high will be the tallest building in TEDA, will be completed by 2016. 
 
There are about 15,000 people working here already. Every month we visit our clients to gather feedback and advice, and we have a team dedicated to continually improving the service. From the feedback we have got, it seems that our clients are very happy. 
 

by Robert Watt 
 
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