Muar is an estuarine town located between opposing magnets on its northern and southern end, which often attracts youngsters seeking for greener pastures. Without a notable demographics of young adults, this results in an image of a slow-paced town. A breath of change is proposed to 'grow' Muar into a cultural heritage tourist attraction. Having already two physical bridges in Muar, this unintentionally encourages emigration. The site, located at the prominent position of the riverfront, is imagined to be 'the third bridge', bringing people in to Muar once again, where the Culture and Innovation Centre sets the direction of the growth of Muar.