2023 Moganshan Core Scenic Area Planning and Yinshan Street Conceptual Design International Competition

Competition Background

According to the Outline of the Fourteenth Five-Year Plan for National Economic and Social Development and Long-Range Objectives Through the Year 2035 of the People's Republic of China, it is proposed to promote the integrated development of culture and tourism, creating a batch of world-class tourist attractions and resorts with rich cultural heritage, advancing innovation and development, and enhancing the quality of leisure and vacation services.

Moganshan, located in the central region of the Yangtze River Delta, boasts a thousand years of cultural history. Renowned for its bamboo groves, mountain springs, and villas that are unparalleled in Jiangnan, Moganshan is acclaimed as the "Number One Mountain in Jiangnan" and is known as the "Cool World," making it one of China's top four summer retreats. It is also referred to as the "World Modern Architecture Museum". In the future, Moganshan aims to become an internationally renowned tourist destination in the Yangtze River Delta region.

Competition Goals

I. Moganshan Core Scenic Area Business Format Planning:

1. Highlighting the main role of platform and engine played by the Moganshan core area, making it complementary to the business formats at the foot of Moganshan;

2. Emphasizing Moganshan’s Features: Highlight the natural ecology and cultural characteristics of Moganshan, deeply exploring the unique characteristics of the scenic spots;

3. Determining Optimal Spatial Layout: Tailor the most suitable spatial structure, functional clusters, and values for different age and consumer groups;

4. Establishing Functional Spatial System: Guided by the needs of the target users, plan leading business formats, adopting product-oriented approaches, and logically constructing the content of various functional spaces;

5. Allotting Flexible Space: Fully consider spatial flexibility, reserving elasticity for subsequent iterations of operation of business format products.

II. Yinshan Street Architectural Conceptual Design:

1. Optimizing Space Layout and Functionality: Centered around the strategic positioning, logically organize functions and spatial layouts, precisely determine the positioning, functions, business formats, and core competitive strength of the buildings along the street;

2. Innovating Architectural Style: Innovate based on Moganshan's century-old Shanghai style vacation culture, transform architecture clusters into unique scenery, and enhance the spatial appearance of Yinshan Street where the buildings are located, to fundamentally avoid the homogenized competition arising from replication of other scenic areas;

3. Creating Landmark Buildings: Landmark buildings possess distinctive design concepts, with bold innovation in form and façade, enriching business format contents. By integrating Moganshan culture, they can incorporate modern technology and new materials;

4. Integrating Ecology and Aesthetics: Respond to the natural environment, while holding aesthetic significance;

5. Creating Immersive Scenes: Based on pioneering business formats, create an immersive experi

III. Operational Planning Suggestions (Additional):

1. Highlighting Uniqueness of Moganshan Core Scenic Area: Fully leverage the distinctive advantage of core scenic area, considering a combination of and complementation to the business formats at the foot of Moganshan;

2. Emphasizing Moganshan’s Features: Highlight the refreshing and cool natural landscape and unique cultural history of Moganshan;

3. Enhancing Vacation Experience: Create vacation products that offer a feeling of accomplishment for visitors, particularly focus on creating standout core products to elevate the enjoyment and satisfaction of visitors when experiencing;

4. Feasibility: Follow the execution and implementation of the scenic area business format planning and block architectural conceptual design, ensure that the operational planning suggestions are informative and actionable during actual operations;

5. Cost Control and Profitability:  Based on the aforementioned objectives, ensure reasonable cost control under the executed plan, while thoroughly considering project cooperation and profitability models.

Competition Contents

The project demands the preservation and inheritance of Moganshan's cultural heritage, with a primary focus on ecological considerations to retain the essence of Moganshan. The design should strive for a harmonious development, balancing preservation and progress. The Masterplan of Moganshan Scenic Spots (2018-2035) serves as the basis for the competition proposals.In regard to the 3-square-kilometer scope of Moganshan's mountaintop core scenic area, a business format planning is proposed, along with operational suggestions (additional), and enhancements to the spatial appearance and innovative architectural style of the 400-meter Yinshan Street. The main contents are as follows:

I.Planning Proposal:

1.  Analysis and Interpretation of Regional Macro-economic Development Status, including the current status and prospects of regional macro-economic development, interpretation of spatial and traffic routes planning around the region, and research on the disparate development and positioning of various sectors within the region;

•  Analysis of Relevant Developable Natural Resources and Property Conditions, including the zoning, classification, and positioning assessment of planning sectors within the region, the energy levels of commercial supporting facilities radiating around each zone, analysis of project site conditions: project location and key indicators, parcel-specific planning constraints, current parcel status, analysis of potential project development conditions: project traffic conditions, project surrounding environment;
• Development Models and Resource Analysis, including the identification and analysis of cutting-edge trends in the market's industrial landscape, analysis of overall conceptual positioning and market trends, integration of local resources with development and emerging industry strategies, functional feature analysis, selection of relevant international case studies (industry derivatives, media integration, etc.);

4. Overall Project Positioning and Functional Layout Framework, including project positioning and vision, proposed project themes and features, suggestions for overall functional layout, suggestions for overall land use functions and proportions, suggestions for various types of supporting properties and their positioning within specific sectors.

II.Overall Enhancement Design Proposal:

1.  Overall Planning Vision and Objectives;

•  Higher-level Planning and Urban Spatial Pattern Analysis;
•  Site Development Conditions Analysis;
•  Overview and Evaluation of Current Overall Spatial Conditions;
•  Overall Enhancement Planning Concepts, Strategies, and Framework;
• Suggestions for Overall Spatial Optimization and Enhancement Strategies;
•  Regional and Surrounding Traffic Analysis and Overview, Site Accessibility Analysis and Enhancement Strategy Suggestions;
•  Current Public Space Inventory: Analysis of Usage Rate and Vibrancy, and Enhancement Strategy Suggestions;
•  Preliminary Suggestions for Site Plan;
•  Preliminary Suggestions for Land Use and Related Indicators;

11. Identification of 3 Key Public Space Scene Nodes, Preliminary Spatial Intent and Aesthetic Suggestions.

III.Refine Planning Proposal and Overall Enhancement Design Proposal:

Based on the analysis and interpretation of the refined planning proposal and overall enhancement design proposal, this approach puts forward conceptual positioning and project theme features. Based on a deep understanding of the market, it introduces strategically important products, establishes a project framework, and assesses feasible operational strategies and implementation routes in the future. The overall enhancement design proposal is adjusted and refined, incorporating considerations from the planning proposal to contemplate the project's practicality and feasibility in the future implementation.

1.  Refine Planning Proposal:

a.  Suggestions for Project Positioning Refinement:

- Suggestions for project theme features;

- Suggestions for overall functional zoning of the project;

- Suggestions for overall land use functions and proportions, along with analysis of how different spatial uses can drive customer groups.

•  Evaluation of Related Project Economic Value, Operational Feasibility, and Utilizable Market Research:

- Research and assessment of the feasibility of implementing related business formats and operations;

- Collaborative models and selection criteria for core platforms and operators;

- Business and cooperation models for operating entities, core demands, and strategic development intentions;

- Initial contact for development intentions and potential resource integration of the project.

•  Refine Overall Enhancement Design Proposal:

- Optimization and refinement of overall enhancement planning concepts, strategies, and framework;- Optimization and adjustment of overall spatial layout;

- Optimization and adjustment of functional layout;

- Optimization of land use and related indicators;

- Optimization and adjustment of external accessibility (vehicular/pedestrian);

- Streamlining of internal circulation optimization;

- Enhancement and improvement of public space quality and vibrancy;

- Further refinement and adjustment of spatial intents and aesthetic suggestions for 3 key public space scene nodes;

- Optimization and adjustment of site plan for the planning;

- Renderings depicting spatial scene layouts and design concepts.

IV. Operational Planning Suggestions (Additional):

1. Suggestions for Development Model of Highlighted Core Product, including the study of the timing of project launches in relation to neighboring sectors, guiding principles for overall scope layout, suggestions for relationships in various land uses, cooperation and profit models, and guiding suggestions for relationships in various land uses and related operational strategies;

2. Suggestions for Other Relevant Development Strategies, including principles for overall project development strategies, research on categorized visitor flow circulation, strategies of project development timing and advancement.

V. Yinshan Street Conceptual Architectural Design:

1. Project Conceptual Planning:Submission of project conceptual planning deliverables: Current site analysis, specific project planning, site plan, analysis of functional business format organization, analysis of traffic organization flow strategies, scheme renderings (perspective views, aerial views);

2. Conceptual Architectural Design:Submission of conceptual architectural design deliverables: Conceptual diagrams of building volumes, all buildings renovation design, building plans, elevations, sections, and renderings of all single buildings. (See the attached file "Yinshan Street Renovation and Upgrading Scope")

Participants for agencies shall complete all the competition contents stated above. And participants for individuals can only complete item 5 of the competition contents, i.e. Yinshan Street Conceptual Architectural Design.

Review Committee

The Review Committee will be composed of experts from various industries, including planning and design, tourism development, scenic area operation, and cultural promotion and planning. The focus will be on inviting top domestic experts from leading cultural tourism, scenic area, and planning agencies to form the committee.

Competition Process

The competition process consists of two stages: Design Agency Prequalification Selection and Design Proposal Competition.

Stage One: Design Agency Prequalification Selection

1. Participants submit relevant application materials based on the competition brief. The competition organizing committee, appointed by the host, holds the "Design Agency Prequalification Selection Meeting" to select outstanding participants from the eligible applicants to proceed to the next stage of the Design Proposal Competition.

• The shortlisted participants must submit the "Competition Confirmation Letter" within the designated time.3. Participants who do not receive the Shortlist Notice should consider themselves not selected, and the competition organizing committee will not issue further notices.

Stage Two: Design Proposal Competition

1. The shortlisted participants submit their designdeliverables in accordance with the competition brief.

2. The competition organizing committee, appointed by the host, holds the "Expert Review Meeting." The participating applicants (either independent entities or consortia) present and defend their design proposals, providing on-site presentations of their design proposals. The competition review committee conducts evaluations and determines related awards.

3. Each shortlisted participant is allowed to submit only one design proposal.

Stage One: Design Agency Prequalification Selection

1. Participants submit relevant application materials based on the competition brief. The competition organizing committee, appointed by the host, holds the "Design Agency Prequalification Selection Meeting" to select outstanding participants from the eligible applicants to proceed to the next stage of the Design Proposal Competition.

• The shortlisted participants must submit the "Competition Confirmation Letter" within the designated time.

3. Participants who do not receive the Shortlist Notice should consider themselves not selected, and the competition organizing committee will not issue further notices.

Stage Two: Design Proposal Competition

1. The shortlisted participants submit their designdeliverables in accordance with the competition brief.

2. The competition organizing committee, appointed by the host, holds the "Expert Review Meeting." The participating applicants (either independent entities or consortia) present and defend their design proposals, providing on-site presentations of their design proposals. The competition review committee conducts evaluations and determines related awards.

3. Each shortlisted participant is allowed to submit only one design proposal.

Prizes

The total bonus for this competition is 1,230,000 RMB, which is divided into two parts, i.e. 1,000,000 RMB for agencies and 230,000 RMB for individuals. The winners and the results of planning and design that are specially creative will have the opportunities to be invited to participate in the design development for the project.

Bonus for Agencies: 1,000,000 RMB (tax included)Gold Award (1 winner): 500,000 RMB (tax included)

Silver Award (1 winner): 300,000 RMB (tax included)

Bronze Award (1 winner): 200,000 RMB (tax included)

Bonus for Individuals: 230,000 RMB (tax included)

Gold Award (1 winner): 100,000 RMB (tax included)Silver Award (1 winner): 80,000 RMB (tax included)

Bronze Award (1 winner): 50,000 RMB (tax included)

The prize money of this competition will be paid by the organizer, Moganshan Administration (Cultural and Tourism Group), and transferred to the account of the winning team agency. The winning team needs to fill out the prize claim form, provide information such as the team agency’s bank, account name, account number, etc. After being signed by all team members, the form should be sent to the competition organizing committee by the designated date, along with cooperation in the specified legal procedures. And the electronic version of the claim form should be sent to the designated email address: moganshan@youngbird.com.cn

Eligibility for Participation

Eligibility for Agencies:

1. Participants must be registered independent legal entities or organizations, capable of assuming civil liabilities independently. Individual or personal group registrations will not be accepted.

• Participants must have similar qualifications, such as related experience in planning, designing, or operational projects related to tourist scenic spots, resorts, or commercial blocks.
• Joint participation is allowed, with a maximum of 3 members in a consortium. The members of a consortium are not permitted to form another consortium separately or under any other name for registration. The consortium members shall sign a legally effective Consortium Agreement, clearly defining the leading member and the division of work among all members.
• Pure foreign agencies are not eligible to participate as a group. Foreign agencies must form a consortium with domestic agencies or groups to participate. Foreign agencies shall have legal business scope (in the field of planning and architecture) in their respective countries or regions.

5. All designdeliverables submitted for this competition must be original works of the participants (either independent legal entities or consortia).

Eligibility for Individuals:

1. Excellent designers are encouraged to actively participate in this competition by completing item 5 of the competition contents, i.e.Yinshan Street Conceptual Architectural Design. Both individuals and groups are accepted for the participation of designers, with members not exceeding 6 people. There is no limitation on nationality and the major.

• It is open to all global designers of any major related to architecture, interiors, landscape, planning, etc. Both individuals and teams can participate in the competition, and submit the completed design works. The design work shall express the same or similar design concept with that of buildings in Yinshan Street, Moganshan.

Registration Method

Registration for Agencies:

1. Online Registration: All participants must go through the registration process by first registering their intent to participate in this competition. Participants should download the registration form from the competition announcement page and fill in all required information. The completed form must be sent to the designated email address moganshan@youngbird.com.cn before 17:00 (Beijing time) on September 27, 2023. The subject and body of the email should clearly indicate "Moganshan Core Scenic Area Planning and Yinshan Street Conceptual Design International Competition + Participant's Name."

2. Submission of Hard Copy of Prequalification Registration Materials: Registered participants must submit the complete prequalification registration materials (hard copy) to the designated location. The hard copy documents can be submitted in person or by mail. The submission will be considered complete based on the arrival of the full set of hard copy registration materials, either in person or by mail, before the deadline. Late submission or materials that do not comply with the specified requirements will not be accepted and will be directly returned.

Deadline for Submission of Hard Copy Materials: September 27, 2023, at 17:00 (Beijing time)

Designated Location for Hard Copy Material Submission: Room 1311, Hi-Time Building, No. 289 Wujin Road, Hongkou District, Shanghai，Contact: +86 (021) 6258 5617 (Phone Number)

Registration for Individuals:

1. Click the competition page of the Moganshan Core Scenic Area Planning and Yinshan Street Conceptual Design International Competition and then register to sign up the competition;

2. Submit your completed design work;

3. Apply for this award by email. Email Title: WCM 2023 Apply for Moganshan Mountaintop Young Architectural Design Award; Email Content: Creator's CV + Registration Code; Email your application to: wcm@youngbird.com.cn

Registration Documents

The prequalification registration materials should include:

Enterprise Credit Document: Hard copy, A4 size, vertical format;

Both hard copy and electronic version files of the Enterprise Credit Document are required. Please refer to the "Format of Prequalification Application Document" for specific requirements and submission methods.

Submission Instructions

1. The design work should be presented on a minimum of 4 A2 vertical format sheets. The drawings must be clear, legible, and labeled (8mm margins), and should include the following:

- Content Composition:

(1) Design Drawings: Bilingual (Chinese and English) design description for international agencies, while Chinese design description for domestic agencies,site plan, system analysis diagrams (current site analysis, functional organizational analysis, traffic organization flow, spatial structure, etc.), other analytical diagrams, plans, elevations, sections;

(2) Color Renderings:2-3 bird's-eye views expressing the layout of core scenic area and design concept; 1-2 conceptual images of important public space scene nodes, expressing without limitations;1-2 bird's-eye views expressing the design concept of key blocks such as Yinshan Street; 3 perspective views from human perspective, expressing without limitations;

2 renderings for each single building, expressing without limitations;

• Block Design Description: Design concept, overall layout and environmental design, all single buildings conceptualization, functions, forms, structural choices, technical and economic indicators, etc.;

*The design proposal should be thoroughly explained through analytical diagrams and descriptive text to ensure its clarity and legibility.

2. Submit two versions of the materials: Version A in JPG format, with each sheet of drawings not exceeding 10MB (submit online through the designverse official website); Version B, core scenic area planning and operational planning materials including the planning proposal and overall design enhancement plan as well as suggestions for operation, should be provided in the original high-resolution PPT format, and the conceptual architectural design for Yinshan Street should be in the original high-resolution PDF format (send to moganshan@youngbird.com.cn).

3. The competition entries should be named independently, with a concise format "Registration Number – Design Proposal Name" for folder naming.

4. Submissions can be in bilingual (Chinese and English) or Chinese language.

5. The drawings should preferably be arranged in the following sequence: Site Plan - Analysis - Single Buildings - Details. Participants may adjust the layout as needed.

6. A cover page must be uploaded for the entry. The cover page serves as the main visual representation of the design proposal, with dimensions of 1045*654, 72dpi, and file size not exceeding 2MB.

7. All drawings and descriptive text must not reveal the identity of the participants (such as names, companies, etc.). Any violation will result in disqualification from the competition.

About Organizers

Moganshan Administration (Cultural and Tourism Group)

Moganshan Administration (Cultural and Tourism Group), a subordinate unit of Zhejiang Provincial Government Offices Administration, is mainly in charge of the protection, management, and development of the Moganshan Scenic Spots. With focus on the positioning requirements of "Innovate Moganshan, Inject Vitality into Moganshan, and Share Moganshan with the World," the administration aims to optimize institutional structure and system, construct intelligent scenic spots, and diversify tourist business formats. By making great efforts to enhance publicity and promotion in the market, entities are strengthened in terms of operation and management. The administration strives to seize emerging opportunities from the integration of culture and tourism nowadays, contributing to the vitality of Zhejiang and adding luster and brilliance to this picturesque and poetic Jiangnan region.

YoungBird

Deeply rooted in the global big design industry chain for 17 years, originated from authoritative design media, traversing internet traffic media and new media, we have persevered constantly with innovation and creativity, and now evolve into a global design ecology big data research & service platform and brand/big event planning operation center.