文旅案例 | 有機(jī)更新、文脈再生：從“大拆大建”到“針灸式激活”、城市更新文旅項(xiàng)目的轉(zhuǎn)型升級(jí)

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城市更新文旅這一充滿(mǎn)活力的新賽道，它不再是簡(jiǎn)單的舊城改造或商業(yè)地產(chǎn)開(kāi)發(fā)，而是一場(chǎng)關(guān)于城市文脈、產(chǎn)業(yè)動(dòng)能與生活方式的系統(tǒng)性重塑。要實(shí)現(xiàn)真正的轉(zhuǎn)型升級(jí)，需從規(guī)劃、業(yè)態(tài)、空間、文化、品牌與運(yùn)營(yíng)六大維度進(jìn)行深度思考和創(chuàng)新實(shí)踐。

一、 規(guī)劃布局：從“大拆大建”到“針灸式激活”過(guò)去的城市更新往往伴隨著推土機(jī)式的“大拆大建”，不僅破壞了城市肌理，也割裂了居民的情感紐帶。當(dāng)下的成功實(shí)踐，則更傾向于“微循環(huán)、漸進(jìn)式”的有機(jī)更新。

核心思路：整體定位，片區(qū)協(xié)同，分期實(shí)施。將更新區(qū)域置于城市發(fā)展的宏觀藍(lán)圖中考量，明確其核心功能與角色，避免同質(zhì)化。通過(guò)“點(diǎn)-線(xiàn)-面”的結(jié)合，以關(guān)鍵項(xiàng)目為引爆點(diǎn)，以特色街道為連接線(xiàn)，最終帶動(dòng)整個(gè)片區(qū)的活力復(fù)興。案例：上海上生·新所，該項(xiàng)目前身是哥倫比亞鄉(xiāng)村俱樂(lè)部、孫科別墅、上海生物制品研究所等多功能歷史片區(qū)。其規(guī)劃沒(méi)有進(jìn)行整體拆除，而是采取了“留、改、拆”并舉的策略。規(guī)劃上，它被定位為“7x24小時(shí)復(fù)合社區(qū)”，而非單一的商業(yè)或辦公區(qū)。通過(guò)打開(kāi)圍墻，將封閉的廠區(qū)轉(zhuǎn)變?yōu)殚_(kāi)放的城市客廳；通過(guò)保留歷史建筑、更新工業(yè)廠房、植入新建建筑，形成了新舊對(duì)話(huà)、功能混合的格局。這種規(guī)劃布局，使得辦公、商業(yè)、文化、居住功能在此和諧共生，白天與夜晚均有活力，成功地將一個(gè)封閉的“城市孤島”轉(zhuǎn)變?yōu)楣蚕淼摹拔幕艌?chǎng)”。

The dynamic new track of urban renewal and cultural tourism is no longer merely about the renovation of old cities or the development of commercial real estate. Instead, it is a systematic reshaping of the city's cultural context, industrial momentum and lifestyle. To achieve true transformation and upgrading, it is necessary to conduct in-depth thinking and innovative practice from six dimensions: planning, business format, space, culture, brand and operation.

I. Planning and Layout: From "Massive Demolition and Construction" to "Acupuncture Activation" In the past, urban renewal was often accompanied by "massive demolition and construction" in the style of bulldozers, which not only damaged the urban texture but also severed the emotional bonds of residents. The current successful practices tend to be more inclined towards "microcirculation and gradual" organic renewal.

Core ideas: Overall positioning, regional collaboration, and phased implementation. Consider the renewal area within the macro blueprint of urban development, clarify its core functions and roles, and avoid homogenization. By integrating "point-line-surface", taking key projects as the trigger points and characteristic streets as the connecting lines, the vitality of the entire area will ultimately be revitalized. Case: Shanghai Shangsheng Xinsuo. The predecessor of this project was a multi-functional historical area including the Columbia Country Club, Sun Ke Villa, and Shanghai Institute of Biological Products. Its plan did not involve an overall demolition but adopted a strategy of "retention, modification and demolition" simultaneously. In terms of planning, it is positioned as a "7x24-hour composite community" rather than a single commercial or office area. By opening up the walls, the enclosed factory area is transformed into an open urban living room. By preserving historical buildings, upgrading industrial plants and implanting new ones, a pattern of dialogue between the old and the new and a mixture of functions has been formed. This planning layout enables the office, commercial, cultural and residential functions to coexist harmoniously here, vibrant both during the day and at night, successfully transforming a closed "urban island" into a shared "cultural magnetic field".

二、 產(chǎn)品業(yè)態(tài)植入：從“單一零售”到“場(chǎng)景化消費(fèi)”，業(yè)態(tài)是項(xiàng)目的血肉。傳統(tǒng)文旅街區(qū)的業(yè)態(tài)往往停留在餐飲、零售、特產(chǎn)“老三樣”，缺乏吸引力。轉(zhuǎn)型升級(jí)的關(guān)鍵在于構(gòu)建“主客共享”的業(yè)態(tài)生態(tài)，即既能服務(wù)游客，又能滿(mǎn)足本地居民日常需求。

核心思路：文化為核，體驗(yàn)為王，混合多元。圍繞項(xiàng)目主題，引入能創(chuàng)造“深度體驗(yàn)”和“情感連接”的業(yè)態(tài)。重點(diǎn)發(fā)展“首店經(jīng)濟(jì)”、“旗艦店經(jīng)濟(jì)”、“沉浸式體驗(yàn)經(jīng)濟(jì)”，將購(gòu)物、餐飲與藝術(shù)、工坊、演藝、社交等結(jié)合，創(chuàng)造“可帶走的記憶”和“可分享的瞬間”。案例：廣州永慶坊，永慶坊在業(yè)態(tài)植入上，完美詮釋了“老城市，新活力”。它并非簡(jiǎn)單地引入連鎖品牌，而是精心篩選與西關(guān)文化調(diào)性相符的創(chuàng)新業(yè)態(tài)。文化體驗(yàn)類(lèi)：引入粵劇藝術(shù)博物館、活字印刷體驗(yàn)館、廣彩工作室等，讓游客親手觸摸文化。創(chuàng)意零售類(lèi)：吸引本土設(shè)計(jì)師品牌、手作工坊、文創(chuàng)集合店入駐，售賣(mài)的是獨(dú)一無(wú)二的設(shè)計(jì)和故事。休閑社交類(lèi)：打造兼具西關(guān)風(fēng)韻與現(xiàn)代審美的咖啡館、精品民宿、主題餐廳，成為年輕人社交打卡的熱門(mén)地。這種業(yè)態(tài)組合，讓游客不再是走馬觀花，而是可以“坐下來(lái)、住下來(lái)、玩起來(lái)”，實(shí)現(xiàn)了從“交易”到“交流”的轉(zhuǎn)變。

三、 空間營(yíng)造：從“物理空間”到“情緒場(chǎng)域”，空間是項(xiàng)目的骨架，也是體驗(yàn)的直接載體。成功的空間營(yíng)造，能讓人沉浸其中，產(chǎn)生情感共鳴。

核心思路：尊重肌理，強(qiáng)化敘事，注重細(xì)節(jié)。保留街巷尺度、建筑風(fēng)貌等歷史痕跡，通過(guò)現(xiàn)代設(shè)計(jì)語(yǔ)言進(jìn)行巧妙介入。運(yùn)用光影、材質(zhì)、景觀、藝術(shù)裝置等元素，構(gòu)建有節(jié)奏、有故事、有溫度的場(chǎng)景序列。尤其要打造多個(gè)“記憶點(diǎn)”和“打卡點(diǎn)”，并通過(guò)動(dòng)線(xiàn)設(shè)計(jì)引導(dǎo)人們?nèi)ヌ剿鳌?strong>案例：成都REGULAR·源野，位于成都大源中央公園地下層的REGULAR，是空間營(yíng)造的典范。它摒棄了豪華裝修，以清水混凝土、原生木材為主材，保留了空間的原始感和力量感。通過(guò)引入天井、側(cè)院、花園，將陽(yáng)光、綠意和風(fēng)引入地下，打破了地下空間的沉悶感。每一個(gè)店鋪門(mén)口都是一個(gè)獨(dú)特的“小場(chǎng)景”，整個(gè)項(xiàng)目像一個(gè)精心策劃的藝術(shù)展覽。這種極致克制的“灰空間”處理，反而營(yíng)造出一種高級(jí)、靜謐、充滿(mǎn)藝術(shù)氣息的“情緒場(chǎng)域”，強(qiáng)烈地吸引了追求品質(zhì)和格調(diào)的消費(fèi)者。

Ii. Product Format Integration: From "single retail" to "Scenario-based consumption", the format is the flesh and blood of the project. The business types of traditional cultural and tourism streets often remain at the "old three" of catering, retail and local specialties, lacking appeal. The key to transformation and upgrading lies in building a "shared by both residents and tourists" business ecosystem, which can not only serve tourists but also meet the daily needs of local residents.

Core idea: Culture as the core, experience as the king, and a blend of diversity. Centering on the project theme, introduce business formats that can create "deep experiences" and "emotional connections". Focus on developing the "first store economy", "flagship store economy" and "immersive experience economy", integrating shopping, dining with art, workshops, performances, social interaction, etc., to create "portable memories" and "shared moments". Case: Yongqingfang, Guangzhou. In terms of business format integration, Yongqingfang perfectly interprets the concept of "old city, new vitality". It does not simply introduce chain brands, but carefully selects innovative business formats that are in line with the cultural tone of Xiguan. Cultural experience category: Introduce the Cantonese Opera Art Museum, the movable Type Printing Experience Hall, the Guangcai Studio, etc., allowing tourists to touch the culture with their own hands. Creative retail category: Attracting local designer brands, handicraft workshops, and cultural and creative collection stores to settle in, selling unique designs and stories. Leisure and social category: Create coffee shops, boutique homestays and theme restaurants that combine the charm of Xiguan with modern aesthetics, making them popular social check-in spots for young people. This combination of business formats enables tourists to no longer just have a cursory look but to "sit down, stay and play", achieving a transformation from "transaction" to "communication".

Iii. Spatial Creation: From "Physical Space" to "Emotional Field", space serves as the framework of a project and is also the direct carrier of experience. A successful space creation can immerse people in it and evoke emotional resonance. Core idea: Respect texture, strengthen narrative, and pay attention to details. Preserve historical traces such as the scale of streets and alleys and the architectural style, and ingeniously intervene through modern design language. By using elements such as light and shadow, materials, landscapes, and art installations, a sequence of scenes with rhythm, stories, and warmth is constructed. In particular, multiple "memory points" and "check-in spots" should be created, and people should be guided to explore them through the design of circulation routes. Case: REGULAR· Yuanye in Chengdu, located on the underground floor of Dayuan Central Park in Chengdu, is a model of space creation. It abandons luxurious decoration and uses fair-faced concrete and virgin wood as the main materials, retaining the original sense and power of the space. By introducing courtyards, side yards and gardens, sunlight, greenery and wind are brought underground, breaking the dullness of the underground space. At the entrance of each store lies a unique "small scene", and the entire project resembles a meticulously planned art exhibition. This extremely restrained "grey space" treatment, on the contrary, creates a high-end, serene and artistic "emotional field", which strongly attracts consumers who pursue quality and style.

四、 文化植入：從“符號(hào)堆砌”到“活態(tài)傳承”，文化是項(xiàng)目的靈魂。但文化植入最忌符號(hào)化、表面化，將歷史元素生硬地貼在建筑立面上。

核心思路：深挖在地文化，實(shí)現(xiàn)“見(jiàn)人、見(jiàn)物、見(jiàn)生活”。不僅要保護(hù)物質(zhì)遺產(chǎn)（建筑、街道），更要傳承非物質(zhì)遺產(chǎn)（技藝、習(xí)俗、故事）。通過(guò)引入原住民、非遺傳承人、藝術(shù)家、主理人，讓文化在項(xiàng)目中“活”起來(lái)。將文化敘事融入業(yè)態(tài)、活動(dòng)、服務(wù)的每一個(gè)環(huán)節(jié)。案例：西安長(zhǎng)安十二時(shí)辰主題街區(qū)，這是一個(gè)將IP與在地文化深度融合的典范。它并非真實(shí)的 historical 街區(qū)更新，但為城市更新的文化植入提供了全新思路。項(xiàng)目以影視IP《長(zhǎng)安十二時(shí)辰》為載體，深度還原了唐代市井生活場(chǎng)景。但它的成功不止于布景，更在于“活態(tài)”的運(yùn)營(yíng)：NPC（非玩家角色）穿梭其間，與游客互動(dòng)；《霓裳羽衣舞》等唐風(fēng)演藝定時(shí)上演；游客可以換上唐裝，品嘗“火晶柿子”、“水盆羊肉”等唐代美食。在這里，文化不再是櫥窗里的展品，而是可觸摸、可互動(dòng)、可消費(fèi)的沉浸式戲劇。這對(duì)于傳統(tǒng)歷史街區(qū)的啟示在于：文化需要被“戲劇化”地呈現(xiàn)，讓游客從“觀看者”變?yōu)椤皡⑴c者”。

五、 品牌搭建：從“項(xiàng)目名稱(chēng)”到“內(nèi)容平臺(tái)”，在信息過(guò)載的時(shí)代，一個(gè)項(xiàng)目必須擁有鮮明的品牌人格，才能脫穎而出。核心思路：塑造獨(dú)特品牌價(jià)值觀，構(gòu)建內(nèi)容生態(tài)。明確項(xiàng)目的核心主張是什么？它代表了哪種生活方式？通過(guò)持續(xù)的內(nèi)容生產(chǎn)（社交媒體、主題活動(dòng)、出版物等）與用戶(hù)溝通，將項(xiàng)目從一個(gè)物理地點(diǎn)，提升為一個(gè)有態(tài)度、有溫度的內(nèi)容發(fā)源地和社群聚集地。案例：阿那亞，阿那亞從一個(gè)瀕臨爛尾的度假項(xiàng)目，逆襲為中國(guó)文旅地產(chǎn)的頂級(jí)IP，其核心就是品牌搭建的成功。它最初通過(guò)“最孤獨(dú)的圖書(shū)館”這一極具情感沖擊力的內(nèi)容引爆網(wǎng)絡(luò)，成功定義了“回歸本真、尋找自我”的品牌精神。此后，阿那亞持續(xù)通過(guò)音樂(lè)節(jié)、戲劇節(jié)、藝術(shù)展、社群活動(dòng)等內(nèi)容，不斷強(qiáng)化其“文藝飛地”的品牌形象。它不僅僅是一個(gè)賣(mài)房子的地方，更是一個(gè)輸出價(jià)值觀、生活方式和審美體系的內(nèi)容平臺(tái)。人們來(lái)到這里，消費(fèi)的不是海景房，而是它所代表的精神歸屬感和文化認(rèn)同感。六、 運(yùn)營(yíng)思路：從“物業(yè)管理”到“持續(xù)創(chuàng)生”，優(yōu)秀的運(yùn)營(yíng)是項(xiàng)目保持長(zhǎng)久生命力的基石。它決定了項(xiàng)目是“一期火爆”還是“長(zhǎng)紅不衰”。

核心思路：前置運(yùn)營(yíng)，社群驅(qū)動(dòng)，數(shù)據(jù)賦能。在項(xiàng)目規(guī)劃初期，運(yùn)營(yíng)團(tuán)隊(duì)就應(yīng)介入，確保空間和業(yè)態(tài)的可運(yùn)營(yíng)性。核心是打造“社群”，通過(guò)建立會(huì)員體系、舉辦常態(tài)化活動(dòng)（市集、沙龍、工作坊等），培養(yǎng)高粘性的用戶(hù)群體，讓他們成為項(xiàng)目的“共建者”和“傳播者”。同時(shí)，利用數(shù)字化工具，洞察消費(fèi)者偏好，實(shí)現(xiàn)精準(zhǔn)營(yíng)銷(xiāo)和業(yè)態(tài)的動(dòng)態(tài)調(diào)整。案例：上海TX淮海｜年輕力中心，TX淮海自稱(chēng)“策展型零售空間”，其靈魂就在于顛覆性的運(yùn)營(yíng)模式。快節(jié)奏內(nèi)容迭代：場(chǎng)內(nèi)品牌和展覽以“快閃”形式為主，幾乎每層樓、每個(gè)角落的內(nèi)容都在高頻更新，保證了消費(fèi)者“每次來(lái)都有新發(fā)現(xiàn)”。強(qiáng)社群運(yùn)營(yíng)：它深度鏈接設(shè)計(jì)師、藝術(shù)家、滑板青年、潮玩收藏家等各類(lèi)社群，并為他們提供展示和社交的平臺(tái)，使其成為上海“年輕力”文化的策源地。數(shù)字化連接：通過(guò)小程序、社交媒體與年輕人保持緊密互動(dòng)，將線(xiàn)上流量有效導(dǎo)入線(xiàn)下空間。這種“內(nèi)容驅(qū)動(dòng)、社群為王”的運(yùn)營(yíng)思路，使得TX淮海不再是一個(gè)冰冷的商場(chǎng)，而是一個(gè)持續(xù)生產(chǎn)潮流內(nèi)容的“有機(jī)體”。

Iv. Cultural Implantation: From "Symbol piling up" to "Living Inheritance", culture is the soul of the project. However, the most undesirable aspect of cultural implantation is its symbolization and superficiality, which means mechanically pasting historical elements onto the building facade.

Core idea: Deeply explore local culture to achieve "seeing people, seeing objects, and seeing life". It is not only necessary to protect material heritage (buildings, streets), but also to pass on intangible heritage (skills, customs, stories). By introducing indigenous people, intangible cultural heritage inheritors, artists and project managers, the culture is brought to life in the project. Integrate cultural narratives into every aspect of business formats, activities and services. Case: Xi 'an Chang 'an 12 Hours Theme Street, this is a model of deeply integrating IP with local culture. It is not a genuine renewal of the historical district, but it offers a brand-new approach to cultural implantation in urban renewal. The project takes the film and television IP "The Twelve Hours of Chang 'an" as its carrier and deeply recreates the scenes of the common life in the Tang Dynasty. But its success is not only in the set design, but also in the "living" operation: NPCS (non-player characters) move around and interact with tourists. The Tang-style performances such as "Feathered Robe Dance" are staged regularly. Tourists can change into Tang Dynasty costumes and taste Tang Dynasty delicacies such as "Fire Crystal Persimmon" and "Water Basin Mutton". Here, culture is no longer an exhibit in a display window, but an immersive drama that can be touched, interacted with and consumed. The enlightenment for traditional historical districts lies in that culture needs to be presented in a "dramatic" way, transforming visitors from "viewers" to "participants".

V. Brand Building: From "Project Name" to "Content Platform", in an era of information overload, a project must have a distinct brand personality to stand out. Core idea: Shape unique brand values and build a content ecosystem. What is the core proposition of the project? Which lifestyle does it represent? Through continuous content production (social media, thematic events, publications, etc.) and communication with users, the project is elevated from a physical location to a source of content and a gathering place for communities with attitude and warmth. Case: Aranya. Aranya has transformed from a nearly unfinished resort project into a top IP in China's cultural tourism real estate sector. The core of this transformation lies in the success of its brand building. It initially went viral on the Internet with the highly emotionally impactful content "The Loneliest Library", successfully defining its brand spirit of "returning to the essence and seeking oneself". Since then, Aranya has continuously strengthened its brand image as a "cultural and artistic enclave" through activities such as music festivals, drama festivals, art exhibitions, and community events. It is not merely a place to sell houses; rather, it is a content platform that showcases values, lifestyles and aesthetic systems. When people come here, what they consume is not the sea-view houses, but the spiritual sense of belonging and cultural identity they represent.

Vi. Operational Thinking: From "Property Management" to "Continuous Creation", excellent operation is the cornerstone for a project to maintain its long-term vitality. It determines whether the project will be a hit in the first phase or remain popular for a long time. Core ideas: Pre-operation, community-driven, and data empowerment. At the early stage of project planning, the operation team should get involved to ensure the operability of the space and business format. The core is to build a "community". By establishing a membership system and holding regular activities (markets, salons, workshops, etc.), a highly sticky user group can be cultivated, making them the "co-builders" and "disseminators" of the project. At the same time, by leveraging digital tools, we can gain insights into consumer preferences, achieve precise marketing and dynamic adjustments to business models. Case: Shanghai TX Huaihai Youth Power Center. TX Huaihai claims to be a "curatorial retail space", and its soul lies in its disruptive operation model. Fast-paced content iteration: The brands and exhibitions inside the venue mainly take the form of "pop-up" events. The content on almost every floor and in every corner is updated frequently, ensuring that consumers "have new discoveries every time they come". Strong community operation: It deeply connects various communities such as designers, artists, skateboarders, and collectors of trendy toys, and provides them with a platform for display and social interaction, making it the birthplace of Shanghai's "youthful power" culture. Digital connection: Maintain close interaction with young people through mini-programs and social media, and effectively direct online traffic to offline Spaces. This operational philosophy of "content-driven and community-oriented" has transformed TX Huaihai from a cold shopping mall into an "organic entity" that continuously produces trendy content.

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