From finding a place for non-hereditary inheritors to setting up a platform for the development of intangible cultural heritage, in the country's first intangible cultural and creative garden Yongyuan located in the courtyard of No. 4 Yongsheng Lane, Xingfu Avenue, Dongcheng District, one intangible cultural heritage studio after another is quietly changing. The visitors have just experienced the art of non-heritage plate buckle, turned around and went to the Song Porcelain Etiquette Experience Hall next door, took a celadon tea cup, took a sip of fragrant tea, and reminisced about the process of just being plated. Breaking boundaries and forming linkages, the intangible cultural heritage space, the host and the visitors in the Yong Garden jointly form an immersive experience scene to create an "inter-life" model of content ecology. Let the experiencers feel the diverse and immersive traditional cultural atmosphere.
Today's Wing Yuen is famous for its intangible cultural heritage, and in the 1980s and 1990s, it was the Sanlu Factory factory where the national skin care product Dabao SOD honey was born. In 2003, Sanlu Factory was relocated, and the production line of Dabao Cosmetics also bid farewell to Happiness Avenue completely. In 2018, Sanlu Factory launched the lease and Won the bid of Capital Land. From the map, this old factory building is perfectly located. Although it is only 14,000 square meters, it is located next to the south central axis, only 800 meters away from the Prayer Hall, and there is a century-old building on the north side of the park.
The excellent location and historical accumulation make this place a cultural and creative park with the theme of intangible cultural heritage. In the process of transformation, drawing on the essence of Chinese gardening, the Beijing-style building "West Fourth Arch" was restored in the center of the park. In terms of design and implementation, the traditional techniques of weaving, weaving, embroidery, carving, plastic, skeletonization, painting and other traditional techniques are combined with architectural transformation, and a large number of frames, screens, bamboo weaving, brick carving, tile structures and other cultural connotations are used. In the space of 14,000 square meters, Wing Garden carries a variety of formats such as intangible cultural heritage creation, research and development, design, trial production, display, sales, experience and training in a variety of spatial forms.
After the official opening of the park on June 28, 2019, several intangible cultural heritage studios such as the Xiangxi Traditional Craft Workstation, the Song Porcelain Etiquette Experience Hall, the Song-style Aesthetics, the Pear Garden Dream, and the All Things Can Be Plate were settled, and the representative inheritors became the space managers.
For a time, Song porcelain, Beijing embroidery, disc buckles, and face paintings made the park colorful, and visitors and non-hereditary inheritors flocked to the park. Seeing the popularity and talents gathered here, the operators of Wing Yuen and the managers of the intangible cultural heritage space were not satisfied.
"What we have built is a platform for the innovation and development of intangible cultural heritage, and we must change the single mode of non-genetic inheritors entering the studio, find a breakthrough in content upgrading, and solve the pain points that are easy to operate and difficult to operate." Guo Wei, the head of Wing Chun, said.
In order to support the sustainable development of traditional culture and at the same time allow the skills of non-hereditary inheritors to feed back to the park, in July 2021, the cultural industry sector of Capital Group was merged, and Yongyuan officially entered the management system of Langyuan. The new system clearly defines the goal of "youth" of intangible cultural heritage and continuously attracting young consumer groups, and the core group of Wing Garden is determined to be the experiencers of intangible cultural heritage innovation and national tide mainly after the 90s.
At the same time, we will create intangible cultural heritage experiential co-creation spaces and consumption scenes in the park, covering intangible cultural heritage + food, intangible cultural heritage + museum, intangible cultural heritage + entertainment, intangible cultural heritage + accommodation and other formats.
In the operation of the park, Wing Garden carries out multi-angle development around the theme of intangible cultural heritage, all-round packaging, linkage online and offline, and uses new media to disseminate empowerment. It has successively opened up a live broadcast room for intangible cultural heritage and a characteristic pop-up space with the intangible cultural heritage studio as the main body, creating a new content ecological "mutual life" model.
In order to realize the symbiosis of space and content and create the soil for "intangible cultural heritage" life, Wing Yuen has set up a number of salon exchange activities in the intangible cultural heritage pop-up space, set up non-genetic public welfare courses for non-genetic inheritors, and linked with other intangible cultural heritage projects in Dongcheng District.
In the first quarter of 2022, the park has successively carried out a series of activities such as "Culture into Ten Thousand Homes", "Lantern Collection, With Flowers as the Medium", "Tribute to Women, Born of Beauty", etc., to help the creation of intangible cultural heritage works and external exchanges and displays, and continue to plan intangible cultural heritage exhibitions and interactive experience activities to improve the visibility of intangible cultural heritage.
Wing Yuen is a typical example of the old factory building in Dongcheng District. In recent years, Dongcheng District has used old factories and other vacated spaces to build cultural industry parks, and gradually formed a development model of "creative factories in hutongs". A number of well-known brands in cultural industry parks have emerged, and an effective way to transform and utilize old factories has been explored. In addition to the first intangible cultural heritage garden, it has also successfully promoted the completion of a number of old factory buildings such as the Great Mill Cultural and Creative Park, the Longfu Temple Cultural and Creative Park, the Nanyang Sharing Circle, and the Xuelian Highlight Cultural and Creative Park.
At present, there are 42 cultural industry parks in Dongcheng, with a total area of more than 733,600 square meters and more than 5,600 settled enterprises, which have achieved good results in economic and social benefits. In 2021, the cultural industry in Dongcheng District achieved a cumulative income of 143.63 billion yuan, an increase of 11.9% year-on-year, the scale and growth rate of the cultural industry remained in the forefront of the city, and the per capita and average output of the cultural industry ranked first in the city. Dongcheng District has become one of the most concentrated and typical demonstration areas in the transformation and development of cultural industries in the country.