The masterplan occupies a unique site in the city between the expanse of the fjord and a major transport hub that comprises the Central station and highways. The goal of the project was to maximise urban and architectural diversity as well as spatial flexibility, and the realization of a pedestrian-friendly zone in the center of Oslo. The site is divided into narrow strips, creating the so-called ‘Barcode’. Each building has one façade facing the fjord and one facing the transport hub. This allows for maximum views and an increased number of addresses whilst maintaining flexible space for housing, office, commercial or cultural programs. The buildings are unique in identity and material expression whilst relating to neighbouring buildings in shape and architecture.
The masterplan offers a series of 'urban rules' as guidance. These include the differentiation in height and width of each building, the minimum width of passages between buildings, a minimum of 50% green outdoor space on horizontal surfaces, and that each program should be present in all phases to create a balanced development from the beginning.