SWFC

In July 2010, Ernst & Young occupied eight floors of SWFC, covering approximately 30,000 square meters, and brought together all of the international accounting firm's 2,500 employees in China under the one roof for the first time. E&Y was just one of the large-scale office tenants who moved into SWFC in 2010. This year, SWFC plans to welcome more first-tier multinationals by providing them with the best-in-class business environment in Shanghai.

April 18, 2010 marked the 20th anniversary of the development and opening up of Pudong New Area. The Lujiazui Financial Trade Zone, one of the five state-level development areas in Pudong, has developed dramatically over the last two decades. By the end of 2009, there were 556 financial institutions' offices in Lujiazui representing 70 percent of Shanghai's total and laying the groundwork for Pudong to become a leading international financial center in the future.

In May 2010, the first phase of the Lujiazui pedestrian walkway – the circular elevated walkway, Minzhu Circle (明珠环), and the traffic hub, Oriental Futing (东方浮庭) – was opened to the public. Mori Building China (Shanghai) and Mori Building Co., Ltd., co- presenters of the project, contributed to the application, and cooperated at the worksite. Minzhu Circle has already become a new sightseeing spot in Shanghai. In 2011, the walkway will be extended to connect the Lujiazui traffic hub, Super Brand Mall, IFC, Jin Mao Tower and SWFC, improving connectivity and easing the traffic conditions of Lujiazui for pedestrians.

In June 2010, two new large LED screens were installed – one above the Sunkun Garden and the other on the wall above the gate of SWFC Forum – to entertain visitors and to enrich SWFC's 'information engine.' Throughout the year, SWFC decorated both inside and outside of the building according to the season and various festivals. The 'Family Garden,' 'Midsummer's Night' events and the campaigns of the SWFC's various shops and restaurants received much positive feedback from participants.
SWFC will continue to pay attention not only to its surroundings, but also to the people working and living in Lujiazui. The Mori Group will continue to contribute its more than 50 years' experience in urban redevelopment and town management to the development of this community.

On October 31, 2010, World Expo 2010 Shanghai ended with a record number of 73 million visitors over its six-month period. On April 30, two television stations, CCTV and TV Tokyo, chose SWFC to broadcast live coverage of the Expo opening ceremony. The scenes of the colorful fireworks shot from SWFC were broadcast all over the world via CCTV. During the Expo, SWFC Observatory and Park Hyatt Shanghai saw a boom of visitors. Mori Building Co., Ltd and its group companies, as one of the sponsors of the Japan Pavilion, were involved in various related events held in SWFC.

After the Expo, the entrance of the observatory at B1 was redesigned as the 'SWFC Sky Gate.' An amazing 1/500 scale model of the Shanghai cityscape, an interactive screen and other high-tech exhibits will enthrall visitors to Sky Gate. In the post-Expo period, SWFC plans more initiatives for tourists to maximize their experience at the complex.

On March 27, 2010, SWFC went dark between 8pm and 9pm in support of 'Earth Hour,' a global World Wide Fund for Nature climate change initiative which SWFC has been proud to be a part of for two years. The aim was to raise awareness of climate change and to create a sustainable low-carbon future for the planet.

SWFC was built as a 'Vertical Garden City.' This concept is the creation of compact cities that integrate land subdivided over previous decades and erect high-rise structures that open up green areas. Intelligent and efficient land utilization creates not only an 'eco-friendly city' with a pleasurable environment that contributes to reduced CO2 emissions and other benefits, but also a comfortable, safe and secure 'sustainable city' that is resistant to natural disasters. In 2011, SWFC will keep playing a proactive role to support environmental protection.

After installing the public art piece 'Global Magnet' in 2009, SWFC hosted and assisted various art and cultural activities. The SWFC Observatory 2nd Photo Contest '2010 Height Shanghai' successfully wrapped up and the winning photographs were shown in Sky Walk 97 and SWFC 2/F Convention Area. On June 12, the opening ceremony of '2010 Shanghai International Film Festival / Japan Week' was held in SWFC's Sky Arena 94. During the 2010 Lujiazui Finance Cultural Festival (Dec 4-28), SWFC hosted 24 impressionist and modernist paintings and sculptures by masters such as Monet, Picasso, Rodin and Henry Moore. SWFC plans to show more art works in 2011 to promote art and culture generally.