The site which is located in the centre of Sincere Headquarters City has been designed to serve the boutique residential apartments to the west, the international residential district to the south and the headquarter district to the north. The project will also serve the large-scale middle to high-end residential district on the southeastern side, which will provide the main population flow to the site.  Based on the surrounding site analysis and existing provisions, this site will become the main supplier of services to the adjacent commercial businesses and residential district, shopping malls, restaurants, coffee and tea houses, etc.

The project is composed of a shopping mall and shopping street over which there are three towers: office, serviced apartments and banking. The scheme is based on the provision of four important nodal points at each corner that bind the site together and form independent connectors to the surrounding areas. The key façades are those between the three nodal points that sit on the two main urban thoroughfares and present the scheme to the wider public.

The Tower design utilizes the classic three-stage or three-section design in the style of ARTDECO to emphasize the stability and powerful aesthetics of office building structures.