文旅案例 | 有機更新、文脈再生：從“大拆大建”到“針灸式激活”、城市更新文旅項目的轉型升級

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城市更新文旅這一充滿活力的新賽道，它不再是簡單的舊城改造或商業地產開發，而是一場關于城市文脈、產業動能與生活方式的系統性重塑。要實現真正的轉型升級，需從規劃、業態、空間、文化、品牌與運營六大維度進行深度思考和創新實踐。

一、 規劃布局：從“大拆大建”到“針灸式激活”過去的城市更新往往伴隨著推土機式的“大拆大建”，不僅破壞了城市肌理，也割裂了居民的情感紐帶。當下的成功實踐，則更傾向于“微循環、漸進式”的有機更新。

核心思路：整體定位，片區協同，分期實施。將更新區域置于城市發展的宏觀藍圖中考量，明確其核心功能與角色，避免同質化。通過“點-線-面”的結合，以關鍵項目為引爆點，以特色街道為連接線，最終帶動整個片區的活力復興。案例：上海上生·新所，該項目前身是哥倫比亞鄉村俱樂部、孫科別墅、上海生物制品研究所等多功能歷史片區。其規劃沒有進行整體拆除，而是采取了“留、改、拆”并舉的策略。規劃上，它被定位為“7x24小時復合社區”，而非單一的商業或辦公區。通過打開圍墻，將封閉的廠區轉變為開放的城市客廳；通過保留歷史建筑、更新工業廠房、植入新建建筑，形成了新舊對話、功能混合的格局。這種規劃布局，使得辦公、商業、文化、居住功能在此和諧共生，白天與夜晚均有活力，成功地將一個封閉的“城市孤島”轉變為共享的“文化磁場”。

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、 產品業態植入：從“單一零售”到“場景化消費”，業態是項目的血肉。傳統文旅街區的業態往往停留在餐飲、零售、特產“老三樣”，缺乏吸引力。轉型升級的關鍵在于構建“主客共享”的業態生態，即既能服務游客，又能滿足本地居民日常需求。

核心思路：文化為核，體驗為王，混合多元。圍繞項目主題，引入能創造“深度體驗”和“情感連接”的業態。重點發展“首店經濟”、“旗艦店經濟”、“沉浸式體驗經濟”，將購物、餐飲與藝術、工坊、演藝、社交等結合，創造“可帶走的記憶”和“可分享的瞬間”。案例：廣州永慶坊，永慶坊在業態植入上，完美詮釋了“老城市，新活力”。它并非簡單地引入連鎖品牌，而是精心篩選與西關文化調性相符的創新業態。文化體驗類：引入粵劇藝術博物館、活字印刷體驗館、廣彩工作室等，讓游客親手觸摸文化。創意零售類：吸引本土設計師品牌、手作工坊、文創集合店入駐，售賣的是獨一無二的設計和故事。休閑社交類：打造兼具西關風韻與現代審美的咖啡館、精品民宿、主題餐廳，成為年輕人社交打卡的熱門地。這種業態組合，讓游客不再是走馬觀花，而是可以“坐下來、住下來、玩起來”，實現了從“交易”到“交流”的轉變。

三、 空間營造：從“物理空間”到“情緒場域”，空間是項目的骨架，也是體驗的直接載體。成功的空間營造，能讓人沉浸其中，產生情感共鳴。

核心思路：尊重肌理，強化敘事，注重細節。保留街巷尺度、建筑風貌等歷史痕跡，通過現代設計語言進行巧妙介入。運用光影、材質、景觀、藝術裝置等元素，構建有節奏、有故事、有溫度的場景序列。尤其要打造多個“記憶點”和“打卡點”，并通過動線設計引導人們去探索。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。通過引入天井、側院、花園，將陽光、綠意和風引入地下，打破了地下空間的沉悶感。每一個店鋪門口都是一個獨特的“小場景”，整個項目像一個精心策劃的藝術展覽。這種極致克制的“灰空間”處理，反而營造出一種高級、靜謐、充滿藝術氣息的“情緒場域”，強烈地吸引了追求品質和格調的消費者。

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“符號堆砌”到“活態傳承”，文化是項目的靈魂。但文化植入最忌符號化、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，實現“見人、見物、見生活”。不僅要保護物質遺產（建筑、街道），更要傳承非物質遺產（技藝、習俗、故事）。通過引入原住民、非遺傳承人、藝術家、主理人，讓文化在項目中“活”起來。將文化敘事融入業態、活動、服務的每一個環節。案例：西安長安十二時辰主題街區，這是一個將IP與在地文化深度融合的典范。它并非真實的 historical 街區更新，但為城市更新的文化植入提供了全新思路。項目以影視IP《長安十二時辰》為載體，深度還原了唐代市井生活場景。但它的成功不止于布景，更在于“活態”的運營：NPC（非玩家角色）穿梭其間，與游客互動；《霓裳羽衣舞》等唐風演藝定時上演；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、可消費的沉浸式戲劇。這對于傳統歷史街區的啟示在于：文化需要被“戲劇化”地呈現，讓游客從“觀看者”變為“參與者”。

五、 品牌搭建：從“項目名稱”到“內容平臺”，在信息過載的時代，一個項目必須擁有鮮明的品牌人格，才能脫穎而出。核心思路：塑造獨特品牌價值觀，構建內容生態。明確項目的核心主張是什么？它代表了哪種生活方式？通過持續的內容生產（社交媒體、主題活動、出版物等）與用戶溝通，將項目從一個物理地點，提升為一個有態度、有溫度的內容發源地和社群聚集地。案例：阿那亞，阿那亞從一個瀕臨爛尾的度假項目，逆襲為中國文旅地產的頂級IP，其核心就是品牌搭建的成功。它最初通過“最孤獨的圖書館”這一極具情感沖擊力的內容引爆網絡，成功定義了“回歸本真、尋找自我”的品牌精神。此后，阿那亞持續通過音樂節、戲劇節、藝術展、社群活動等內容，不斷強化其“文藝飛地”的品牌形象。它不僅僅是一個賣房子的地方，更是一個輸出價值觀、生活方式和審美體系的內容平臺。人們來到這里，消費的不是海景房，而是它所代表的精神歸屬感和文化認同感。六、 運營思路：從“物業管理”到“持續創生”，優秀的運營是項目保持長久生命力的基石。它決定了項目是“一期火爆”還是“長紅不衰”。

核心思路：前置運營，社群驅動，數據賦能。在項目規劃初期，運營團隊就應介入，確保空間和業態的可運營性。核心是打造“社群”，通過建立會員體系、舉辦常態化活動（市集、沙龍、工作坊等），培養高粘性的用戶群體，讓他們成為項目的“共建者”和“傳播者”。同時，利用數字化工具，洞察消費者偏好，實現精準營銷和業態的動態調整。案例：上海TX淮海｜年輕力中心，TX淮海自稱“策展型零售空間”，其靈魂就在于顛覆性的運營模式。快節奏內容迭代：場內品牌和展覽以“快閃”形式為主，幾乎每層樓、每個角落的內容都在高頻更新，保證了消費者“每次來都有新發現”。強社群運營：它深度鏈接設計師、藝術家、滑板青年、潮玩收藏家等各類社群，并為他們提供展示和社交的平臺，使其成為上海“年輕力”文化的策源地。數字化連接：通過小程序、社交媒體與年輕人保持緊密互動，將線上流量有效導入線下空間。這種“內容驅動、社群為王”的運營思路，使得TX淮海不再是一個冰冷的商場，而是一個持續生產潮流內容的“有機體”。

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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