Shanghai Media & Entertainment Group (SMEG), one of the largest media conglomerates in China, invited TCL to participate in an International Design Competition to develop innovative concepts, theming and branding for a proposed large scale and internationally famous Entertainment Park, movie making centre, resort, and conference/exhibition centre. TCL also analysed the market demand for the concept, and proposed the site’s strategic positioning in the marketplace. The proposed market concept and master plan developed by TCL proposes a development which reflects the Client’s style, providing a stage on which to showcase the talents and varied assets of SMEG. The Plan outlines a series of architecturally distinctive landmark buildings, reflecting the Client’s reputation for landmark architecture, most notably Shanghai’s most famous building, the Oriental Pearl TV Tower.