Ginkgo-li Cultural Block Market Courtesy of the Propaganda Department of the Jianye District Party Committee
Autumn is thick and ginkgo biloba turns yellow. In binjiang Park, Jianye District, Nanjing, the Ginkgo Li Cultural Block is full of tourists: or stroll along Ginkgo Avenue to feel the warm autumn sun, or punch in various immersive experience installations to feel the charm of literature, or order a cup of coffee to enjoy a comfortable time...
Officially opened on April 29 this year, Ginkgo Has attracted more than 1.6 million tourists to punch in. Not long ago, the list of the first batch of tourist and leisure blocks in Jiangsu Province was announced, and a total of 16 units in the province were selected, and the Ginkgo Li Cultural Block was among them.
From an ordinary Ginkgo Avenue to Nanjing's first open cultural block, Ginkgo Li is gradually becoming an important carrier of the world literary capital, a new living room for culture and a new benchmark for consumption in Hexi Jianye.
Cultural foundation Add color to the literary capital
The Ginkgo Li Cultural Block stretches from the Jiangsu Grand Theatre in the west, to the Olympic Sports Center in the east, and to the Jinling Library in the north, covering a total area of about 30,000 square meters. It is also because it is adjacent to several major cultural and sports landmarks in the city, from the beginning of the "birth", Ginkgo has insisted on creating a block background with culture, and has set up a number of high-tech literary immersive experience devices throughout the main street.
"Jiangnan Jialidi, Jinling Imperial State" "Phoenix on the Phoenix Tour, Phoenix to Taikong River Self-Flow"... Stepping into the ginkgo biloba, in front of the ancient poetry block installation about Nanjing, parents and children sometimes identify the verses in front of them. The "Peach Blossom Fan" shaped device is specially made into a hollow shape to facilitate the public to take photos and punch cards; on the platform of the "Pukou Old Railway Station", the classic elements such as platforms and oranges in the book are reproduced, and the passages in Zhu Ziqing's "Back Shadow" are carefully excerpted... Between the steps and scenery, citizens and tourists picked up the Nanjing cultural context in the ginkgo biloba forest, and appreciated the charm of Nanjing literature in multiple dimensions.
The relevant person in charge of Jianye New Town Real Estate Group said that the design concept of the entire block aims to further enhance the culture into a enjoyable and palpable open urban cultural space ecology on the basis of readability and viewing. From the "Gate of Literature" at the entrance to the 330-meter corridor in the center of the block, there are 13 art installations arranged in turn, all of which are combined with the literary or historical characteristics of Nanjing.
In addition to creating literary installations, the introduction of business formats also highlights the cultural heritage everywhere. In January this year, the Jinling Library Yunji Library, jointly built by Jianye District Xincheng Real Estate Group, Jinling Library and Yunji Culture, was opened to the public. The 220-square-meter space takes "home in the smoke and water room of the six dynasties" as a cultural element, and integrates various functions such as reading, dining, and cultural salon.
Pan Guping, chairman of the Nanjing Literary Capital Promotion Association, said that it will link UNESCO and other relevant international institutions and other world literature capital cities, integrate Nanjing's literary resource endowments, give full play to the advantages of the Promotion Association in cultural context resource sharing, cooperative industry links and Nanjing Cultural Investment in stage performance, content production, event planning, etc., and cooperate with the Jianye District Government to build Ginkgo Li into a demonstration block integrating the immersion experience of the "World Capital of Literature", the citizens' living room, and the popular punch card benchmark.
People's livelihood is the foundation of sharing the circle of cultural life
At the beginning of the lantern, Ms. Zhou, a citizen of Nanjing, took her 4-year-old daughter to watch the cultural performances on the stage in front of the Ginkgo Music Stage. "Very good, not only the environment is beautiful, there are many activities, we live not far away like to come here and turn around, so that children can accept the influence of art."
Hardware construction is the first step, how to make tourists willing to come and stay? At the beginning of the opening of the street, Ginkgo Li took "Ginkgo Biloba Ye Youji" as the theme to create the Ginkgo Li Youth Market Cultural and Creative Festival, including concerts, ballet, Kunqu opera and other wonderful programs. In addition, the 2021 Hexi Jianye City Art and Life Festival with the theme of "Tide Strikes Me" was also opened at the same time. In one month, nearly 100 exciting and interesting activities were staged in turn, bringing refreshing cultural experiences to many citizens and tourists.
At the same time, the Ginkgo Li Cultural Block also introduces intangible cultural heritage displays and activities such as cloud brocade, handmade sugar painting, fan painting, paper cutting, kite making skills, woodcut watermarks, etc., so that intangible cultural heritage can be felt and touched.
"I have heard others introduce here on the Internet before, and I came to Nanjing to come and see it, but I didn't expect to catch the moon worship ceremony, so satisfied!" During the Mid-Autumn Festival holiday, foreign tourists Miss Wang and her friends came to Ginkgo to punch in. On the same day, the "Full Moon Mid-Autumn Festival 'Apricot' Will Jianye" moon worship ceremony was staged in the Ginkgo Li Cultural Block, and activities such as poetry recitation and guessing lantern riddles delivered a cultural feast for the on-site citizens and tourists to celebrate the Mid-Autumn Festival holiday.
"Increasing public services is one of our important design concepts, and it is necessary to meet the beautiful yearning of the public for the streets and streets and characteristic blocks of the public." Pan Wenzhong, chairman and general manager of Jianye District New Town Real Estate Group, said that as the center of the five core venues of Jianye, Ginkgo Li naturally has the ability to integrate cultural resources, and how to integrate culture, art and sports into life to meet the diverse needs of citizens in leisure and entertainment, spiritual life and other aspects is also the consistent mission of Ginkgo Li.
According to statistics, since its opening, dozens of cultural activities such as the Chinese Opera Festival, the Zijin Culture and Art Festival, the See Music Festival, the Nanjing Plum Blossom Drama Night, the Education Carnival, the City Orienteering Competition, the Cultural Collection for International Students, and the Youth Art Market have been successfully held in Ginkgo. Ginkgo Li Cultural Street has become a new position for various cultural activities in Hexi Jianye, which is not only a must-go cultural punching place for Nanjing citizens, but also an important window for foreign tourists to experience and feel the culture of Nanjing.
Consumption benchmarking To create a "night economy" landmark
Urban cultural space is the spatial expression of urban cultural heritage, the concentrated display of the unique charm of the city, and an important carrier to meet the rising material and spiritual cultural needs of urban residents. How to achieve a win-win situation between cultural and economic effects is also an important aspect of whether the urban cultural space can be sustainable.
Jianye District, where Ginkgo Is located, is the youngest area in Nanjing. In the past two decades, this once barren farmland has long been developed into a modern new urban area with high-rise buildings and industrial agglomeration. But most people's impression of Hexi has always been "tall and more than enough, and the fireworks are insufficient": the streets here rarely see dense crowds at night; public spaces such as cafes and book bars rely on office buildings and lack of openness; and the wide roads that must be walked and run to cross when the green lights are flashed do not seem to encourage people to wander in leisure time.
"We don't lack large complexes in Hexi, what we lack is a small space like Ginkgo Biloba, which allows us to walk and stop." In the first half of this year, after the official opening of the GinkgoLi Cultural Block, Liu Hongjie, project planning consultant and director of the Urban Design Institute of the Institute of Urban Planning and Design of Southeast University, received thanks from surrounding residents.
Aiming at the core positioning of the urban living room, Ginkgo Biloba is closely integrated with the surrounding "urban youth elites" and "fashionistas", and vigorously introduces well-known brands such as catering and leisure in addition to cultural experience tours, accumulating many "cultural tourism +" formats such as Yunji Tea House, Ming Dynasty, Luchao Linjiangtai with unique Nanjing humanistic characteristics, and the proportion of local and creative culture exceeds 80%. These formats greatly make up for the lack of supporting service facilities around cultural and tourism facilities such as the Jiangsu Grand Theatre, and also meet the all-round needs of the public for "eating, traveling, shopping and entertainment" in the "slow time".
At the beginning of the lanterns, the night is not yet dark, and the ginkgo market, which integrates handicrafts, special costumes, cultural creations, and food, is very lively. All kinds of special goods are integrated with the music and pop-up mobs on the main stage to light up the "night life" of Jian Ye and let the night view of the city enter the "punch card list" of young people. The high-quality night economy is also an important symbol of a city's cultural charm and development vitality. The night-time cultural tourism economy is an important indicator to measure a city's quality of life, consumption level, openness, activity, investment soft environment and vitality of economic and cultural development.
In the view of Ding Hong, vice president and researcher of the Regional Modernization Research Institute of the Jiangsu Academy of Social Sciences, characteristic blocks are an effective carrier for stimulating domestic consumption and promoting the development of cultural industries, and urban blocks, with their distinctive characteristics, have structured the connection between culture and economy, employment and consumption, individuals and society, and it is the "pearl" with characteristic blocks that string together the "thousands of cities", unique charm of urban development forms and consumer economic foundations. (Hu Ying)