LAS VEGAS, Oct 10 (Bernama) -- I-Berhad is looking west to bring the best in developing its 21st century urban centre known as "I-City" in Shah Alam, Selangor.
To realise its vision of the first of its kind ICT-powered intelligent township, the company has engaged world renowned American architect Jon Jerde to lend his magical touch to the project.
The township, to be fully owned by I-Bhd, is also in line with the Selangor state government's "Selangor Maju" vision to become a leading ICT state in the country.
Integrating the latest technologies, the 29-hectare (72-acre) township located within Section 7 of Shah Alam and the Bukit Rajah Industrial Park, will feature several features -- corporate offices, a commercial centre, a convention centre, a smart school, serviced apartments and a technology centre.
I-Berhad chief executive officer Eu Hong Chew said the township, estimated to cost over RM1 billion, is expected to be an exciting and vibrant commercial hub, buzzing with activity during both day and night, something not unlike the suburban scene in upscale Bangsar, Kuala Lumpur.
"I-City would also be brought alive by incorporating elements from the Universal City Walk in Los Angeles as well as the Fremont Street Experience in Las Vegas, which was all designed by Jerde himself," said Eu.
The US$70 million Fremont Street Experience is a free-of-charge light and sound musical show held nightly under a permanent canopy with 2.1 million lights and 540,000 watts of sound.
"The (I-City) project is really about developing a town centre and the heart of any town is the communal area. Invariably, it is the retail element that provides the communal experience," Eu told reporters during a media tour of Jerde's projects, here Monday.
Jerda had designed the Universal City Walk as a dynamic path for people walking between Universal Studios walking theme park, cinemas and amphitheatre.
The City Walk has since redefined the "urban village" as an intricate weave of various uses and services for it incorporates the entertainment district, urban street life, tourist attractions, shopping street and university, and it attracts about 25,000 people daily.
Though planned as a tourist destination, City Walk, which brings in a revenue of US$800 per sq ft per month, has become a popular destination for locals as well, who account for 67 percent of the sales.
"The other components of I-City will be built around this heart. And because of this, we wanted the guru of retail (centres) to create the design," Eu explained.
Jerde is also the design genius behind global icons such as the 1984 Olympic Village as well as one of the largest shopping centres in the world, the Mall of America in Minnesota and Tokyo's famous Roponggi Hills.
"We searched and found Jerde. What is more interesting is that his track record was not only in retail, but in incorporating different components to create a sense of community," said Eu.
As Shah Alam is already overflowing with the normal everyday shopping malls and arcades, he said I-Berhad did not want the same for I-City.
"We do not want I-City's retail component to be a stereotype. We want it to be different, yet integrating all the components that we will introduce so that the entire development will become a vibrant centre," he said.
Eu said I-City, which will have a few access and exit points, is in a perfect location as one could enter and leave not only from Shah Alam but also the Federal Highway.
Eu said he was also attracted by Jerde's Freemont Street project which used the lights and sensory experience for the street to come alive every evening.
"In doing so, Jerde has revitalised downtown Las Vegas, which was until recently, overshadowed by the Strip, the part of town where all the new luxurious casinos and hotels are," he said, adding that I-City's commercial hub is expected to be launched for sale by the first quarter of 2006.
The commercial hub will be the first phase of I-City, which comprises the retail and innovation centre.
"We want to be able to give people a place they can look forward to visit, over and over again," said Eu. For Jerde himself, he said it is too early to say what the final concept will be like.
The design team is only six weeks into the design process but it has already identified the key concept for I-City -- a place to build communities and for people to gather, meet and interact.
"I look at I-City as a bouquet of flowers. There are roses, lilies, daisies...I will mix them up, intertwine them to form a beautiful bouquet for the people to appreciate it and the world to admire," he said.
Jerde said the site also has a natural attribute, which provides good "feng shui" (geomancy) and "What we have here is an opportunity to break the mould, to create something unique."
Saying that it is fortunate to work from the start to enable the project to have a "people-pulling effect", he added that "our approach is to bring together not only the architecture and planning teams, but also the landscape and retail services management teams from the very beginning."
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