"There has been a great demand escalating for high-rise living in the heart of The Woodlands Town Center for the last few years," Paul Layne, executive vice president of master-planned communities for the Howard Hughes Corp. said in a statement. "Treviso at Waterway Square will have a contemporary, European design to complement its town-square setting with shopping, dining, offices, parks, culture and entertainment all in walking distance," Peter Doyle, executive vice president of strategic development for Howard Hughes Corp.