文旅案例 | 文商旅綜合體轉型升級：融合新文旅與城市更新、從“商業中心”到“文化目的地”的定位轉型

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當代文旅市場呈現出明顯的體驗化、在地化和數字化趨勢。消費者不再滿足于簡單的觀光購物，而是追求深度文化體驗、情感共鳴和社交分享。Z世代成為消費主力，他們對文化本真性、互動體驗和可分享場景有著更高要求。同時，“微度假”、“城市漫步”等新型旅游方式的興起，為城市內部的文商旅綜合體提供了新的市場機會。我國城市更新政策正從“大拆大建”轉向“有機更新”，強調歷史文化保護、社區活力煥新和功能復合提升，明確提出推動文旅深度融合，支持城市更新中文化旅游功能的植入。各地城市更新條例紛紛出臺，鼓勵歷史建筑活化利用、工業遺存轉型和文化空間營造，為文商旅綜合體發展提供了政策支撐。

The contemporary cultural and tourism market is showing obvious trends of experientization, localization and digitalization. Consumers are no longer content with simple sightseeing and shopping; instead, they pursue in-depth cultural experiences, emotional resonance and social sharing. Generation Z has become the main consumer force. They have higher demands for cultural authenticity, interactive experiences and shareable scenarios. Meanwhile, the rise of new tourism methods such as "micro-vacation" and "city stroll" has provided new market opportunities for cultural, commercial and tourism complexes within cities. China's urban renewal policy is shifting from "large-scale demolition and construction" to "organic renewal", emphasizing the protection of historical and cultural heritage, the rejuvenation of community vitality and the comprehensive improvement of functions. It explicitly proposes to promote the in-depth integration of culture and tourism and support the implantation of cultural and tourism functions in urban renewal. Regulations on urban renewal have been successively introduced in various regions, encouraging the revitalization and utilization of historical buildings, the transformation of industrial heritage, and the creation of cultural Spaces, providing policy support for the development of cultural, commercial and tourism complexes.

一、文商旅綜合體轉型升級的核心思路從“商業中心”到“文化目的地”的定位轉型：傳統商業綜合體以零售為主導，同質化嚴重。轉型升級的核心是將文化作為主導要素，將綜合體打造為具有獨特文化標識的目的地。這需要深入挖掘在地文化資源，構建具有敘事性的空間序列，使消費者從“購物者”轉變為“文化體驗者”。案例參考：上海上生·新所將哥倫比亞鄉村俱樂部、孫科別墅等歷史建筑與新建商業空間有機結合，打造為集文化、商業、辦公于一體的城市文化生活圈，成為上海文化新地標。從“空間租賃”到“內容共創”的運營轉型：傳統模式中，運營方主要提供物理空間，商家各自為政。轉型升級要求運營方成為“內容策展人”和“生態構建者”，與品牌、藝術家、文化機構等共創內容，打造常變常新的體驗場景。實施路徑：建立“固定核心+流動外圍”的內容架構，核心區域布局文化展演、主題展覽等固定內容，外圍區域則通過快閃店、藝術裝置、主題市集等流動內容保持新鮮感。從“功能分區”到“場景融合”的空間轉型：打破傳統商業的樓層業態分區，采用“垂直街區”、“文化中庭”、“主題樓層”等空間組織方式，實現文化、商業、休閑功能的有機融合。通過場景化設計，創造連貫的文化體驗旅程。設計策略：利用中庭空間打造文化廣場，定期舉辦藝術活動；在動線設計中嵌入小型文化節點；將傳統店鋪轉化為“前店后廠”的體驗工坊。二、資源嫁接的創新路徑文化資源活化路徑歷史遺存活化：對城市更新中保留的歷史建筑、工業遺址進行適應性再利用，注入新功能。如將舊廠房改造為沉浸式劇場，將歷史民居轉化為非遺體驗館。非遺資源轉化：與本地非遺傳承人合作，將傳統工藝轉化為可體驗、可消費的當代產品。設立非遺工坊、舉辦大師課堂，實現“見人見物見生活”的活態傳承。藝術資源導入：與美術館、藝術院校、獨立藝術家合作，將綜合體變為藝術展示與交易的平臺。可設置藝術家駐留計劃，鼓勵創作與場地相關的藝術作品。商業資源創新路徑：本土品牌孵化：設立本土品牌孵化器，為具有文化特色的初創品牌提供空間和資源支持，形成獨特的品牌組合。跨界融合業態：引入“書店+咖啡+展覽”、“劇場+餐飲”、“零售+工坊”等復合業態，打破傳統商業分類。時間維度拓展：開發夜間經濟產品，如夜游、夜演、夜宴等，延長消費時間，打造24小時活力區。社區資源整合路徑：在地社群共建：邀請周邊居民參與項目策劃，設立社區議事空間，定期舉辦社區文化活動，增強歸屬感。城市功能復合：植入社區圖書館、文化教室、兒童活動中心等公共服務功能，使綜合體成為社區文化客廳。在地生產消費循環：設立本地農產品市集、手工藝品展銷區，促進在地經濟循環。

I. Core Ideas for the Transformation and Upgrading of Cultural, Commercial and Tourism Complexes

The positioning transformation from "commercial center" to "cultural destination" : Traditional commercial complexes are dominated by retail and suffer from severe homogenization. The core of transformation and upgrading is to take culture as the leading element and build the complex into a destination with a unique cultural identity. This requires in-depth exploration of local cultural resources, construction of narrative spatial sequences, and transformation of consumers from "shoppers" to "cultural experiencers". Case reference: Shanghai Shangsheng Xinso has organically combined historical buildings such as the Columbia Country Club and Sun Ke Villa with newly built commercial Spaces, creating a city cultural life circle integrating culture, business and office, and has become a new cultural landmark in Shanghai. The operational transformation from "space leasing" to "content co-creation" : In the traditional model, the operator mainly provides physical space, while merchants act independently. The transformation and upgrading require the operators to become "content curators" and "ecosystem builders", co-creating content with brands, artists, cultural institutions, etc., and creating constantly evolving and innovative experience scenarios. Implementation path: Establish a content framework of "fixed core + mobile periphery". The core area is equipped with fixed contents such as cultural performances and theme exhibitions, while the periphery area maintains freshness through mobile contents like pop-up stores, art installations, and theme markets. The spatial transformation from "functional zoning" to "scene integration" : Breaking the traditional floor business format zoning of commercial buildings, it adopts spatial organization methods such as "vertical blocks", "cultural atriums", and "theme floors" to achieve the organic integration of cultural, commercial, and leisure functions. Create a coherent cultural experience journey through scenario-based design. Design strategy: Utilize the atrium space to create a cultural square and regularly host art events; Embed small cultural nodes in the circulation design; Transform traditional stores into "front store, back factory" experience workshops.

Ii. Innovative Paths forResource IntegrationThe path to revitalizing cultural resources: Revitalizing historical relics: Adaptively reusing historical buildings and industrial sites preserved in urban renewal and infusing them with new functions. For instance, old factories can be transformed into immersive theaters, and historical residences can be converted into intangible cultural heritage experience halls. Transformation of Intangible Cultural Heritage resourcesCollaborate with local intangible cultural heritage inheritors to transform traditional craftsmanship into contemporary products that are both experiential and consumable. Establish intangible cultural heritage workshops and hold master classes to achieve a dynamic inheritance that "sees people, objects and life". Art resource introduction: Collaborate with art galleries, art colleges, and independent artists to transform the complex into a platform for art exhibitions and transactions. Artist residency programs can be set up to encourage the creation of artworks related to the venue. Innovative path for business resources: Incubation of local brands: Establish local brand incubators to provide space and resource support for start-up brands with cultural characteristics, forming a unique brand portfolio. Cross-border integration business formats: Introduce complex business formats such as "bookstore + coffee + exhibition", "theater + catering", and "retail + workshop", breaking the traditional commercial classification. Expansion of the time dimension: Develop night economy products, such as night Tours, night performances, and night banquets, to extend consumption time and create a 24-hour vibrant zone.

三、設計策略的多維創新敘事性空間設計：將文化故事轉化為空間序列，通過起承轉合的空間節奏引導體驗。如西安長安十二時辰主題街區，以影視IP為藍本，打造全景沉浸式唐風市井文化生活體驗空間。柔性邊界設計：采用可移動隔斷、多功能家具、數字界面等手段，創造空間使用的多種可能性。使同一空間在不同時段可轉換為市集、展覽、演出、沙龍等不同功能場景。技術融合設計：運用AR/VR、全息投影、互動裝置等科技手段，增強文化體驗的沉浸感和互動性。通過物聯網、大數據分析優化運營管理，實現個性化推薦、智能導覽、人流預警等功能。可持續技術集成：采用綠色建材、雨水回收、垂直綠化等生態技術，響應低碳城市發展要求。超越視覺主導的傳統設計，注重聲音、氣味、觸覺等多感官體驗營造。如通過特色背景音樂、本地植物香氣、材質觸感差異等，創造獨特的場所記憶。

Iii. Multi-dimensional Innovation in Design Strategies

Narrative space design: Transform cultural stories into spatial sequences and guide experiences through the spatial rhythm of beginning, development, transition and conclusion. For instance, the Xi 'an Chang 'an 12 Hours Theme Street, based on film and television ips, creates a panoramic immersive Tang-style urban cultural life experience space. Flexible boundary design: By using movable partitions, multi-functional furniture, digital interfaces and other means, multiple possibilities for space utilization are created. Enable the same space to be transformed into different functional scenarios such as markets, exhibitions, performances, and salons at different times. Technology integration design: Utilizing technological means such as AR/VR, holographic projection, and interactive installations to enhance the immersion and interactivity of cultural experiences.Optimize operation management through the Internet of Things and big data analysis to achieve functions such as personalized recommendation, intelligent navigation, and crowd flow early warning. Sustainable technology integration: Utilizing ecological technologies such as green building materials, rainwater recycling, and vertical greening to respond to the development requirements of low-carbon cities. Five-sense experience design: Transcending the traditional design dominated by vision, it focuses on creating multi-sensory experiences such as sound, smell, and touch. For instance, through distinctive background music, local plant scents, and differences in material textures, a unique place memory can be created.

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