Primeway Plaza is located at the very heart of Uptown Cebu near the city’s primary tourist destinations. It is a mixed-use commercial building that houses retail spaces on its lower floors and residential apartment units on its upper floors. The building was planned to maximize the use of the property to achieve maximum leasable space without appearing dense and crowded and ultimately become a major destination in itself. The latter objective is made possible by a façade of slanted walls and columns, a dynamic design which makes it stand out among the much taller buildings in the vicinity. The development is also distinguished by its extensive use of glass fiber reinforced concrete (GFRC) as a building shell material.