Metreon (often colloquially referre to as The Metreon) is an entertainment shopping center, launched on June 16, 1999, the first in a proposed succession of Sony urban centers aggregating dining, gaming, music, exhibitions, shopping, and movies. Located in downtown San Francisco at the corner of 4th St. and Mission St., Metreon is a four story 350,000 square foot (33,000 m²) building, built over the corner of the underground Moscone Center convention center. Sony intended the ambitious US$85 million project not only to be a theme park and gallery for Sony products but an anchor for strengthening a hip image for the Sony brand.