On the weekend of December 23rd and 24th, Duolun Road Cultural Celebrity Street ushered in its first cultural market event, and this event also turned Duolun Road into a limited-time pedestrian street for "strolling, reading, and resting" this weekend.
Duolun Road was once the place where Lu Xun, Guo Moruo, Mao Dun and other cultural celebrities lived and lived. In this issue of "Shanghai Meeting Room", we visited the event site of Duolun Road Cultural Celebrity Street to see what highlights of this event are.
Duolun Road Cultural Celebrity Street ushered in the first cultural market event
Duolun Road, formerly known as Dou Le'an Road, is a small street in Shanghai, located in the North Sichuan Road Street, Hongkou District, north of Dongjiangwan Road, North Sichuan Road, east of North Sichuan Road, south of East Hengbang Road, the road into an "L" shape, 550 meters long, 10-13 meters wide. There are cultural places such as former residences of historical celebrities, memorial halls, and art galleries along Duolun Road, with profound cultural heritage.
The portrait of Mr. Mao Dun on Duolun Road Cultural Celebrity Street
The reporter found from the previous description of the event that the cultural market was held in part of the section from the intersection of Lane 201 of Duolun Road to the exit of Rongxin Building, rather than the whole section. In order to hold the Duolun Cultural Market this weekend, Shanghai Hongkou issued a temporary traffic control message on December 22, which included: "From 12:00 to 17:00 every day on December 23 and 24, Duolun Road (South Pailou of Sichuan North Road - Lane 201 of Duolun Road) will be closed to motor vehicles and non-motor vehicles. ”
Judging from the current operation of time-limited pedestrian streets in other districts of Shanghai, time-limited pedestrian streets are generally set up during weekends and holidays. Duolun Road is still inhabited by residents, and the Duolun Road Cultural Market will be held from 12:00 noon to 17:00 pm this weekend, for only five hours a day, which also reflects the organizers' efforts to minimize the impact of the event on nearby residents.
Temporary traffic control news on Duolun Road
Guardrails have been temporarily installed at several openings on Duolun Road
When the reporter arrived on the morning of December 23, he found that several entrances of Duolun Road were temporarily set up guardrails, and there was a friendly reminder that "motor vehicles are prohibited from entering during the Duolun Cultural Market", which is close to the side of North Sichuan Road, and two guardrails are used. Some passers-by entered Duolun Road one after another after learning the news that the cultural market was about to be held at noon.
The reporter found that the cultural market brought benefits to some merchants in Duolun Road Cultural Celebrity Street, and some of the existing businesses on Duolun Road, such as public coffee book clubs and cafes, can put out stalls, and some merchants participated in it for the first time on the weekend in the form of unified cultural market booths.
At the door of the public coffee café, the host of Classic 947 is preparing for a musical event, there is a grand piano at the door of the café, and there are staff auditions. The original site of the coffee coffee is at No. 8 Duolun Road today, where Mr. Lu Xun used to be a frequent customer, but he himself did not like to eat coffee.
At the door of the coffee shop, the staff is auditioning the piano
Hu Baotan, a Shanghainese writer who lives on Changde Road in Jing'an District, came to the Duolun Road Cultural Market early that morning, and he told reporters:
Line 7 takes two stations and then changes to Line 3 to sit for four stations, Dongbaoxing Road Station, walk a few minutes past a few minutes, I think the location of the market is still quite good, and the space is large enough. The first trip to the Duolun Road Cultural Market opened the pedestrian street mode, I think there are quite a lot of people who come, although it is not as noisy as the Nanjing Road Pedestrian Street, but everything is from scratch, there is a development process.
In the winter when the temperature is so low, the staff at the stall in the market are very enthusiastic and full of energy, and all kinds of cultural and creative products can also be seen to be very attentive and popular with young people, such as Mr. Lu Xun's cartoon image pendant. The customers who come, whether they are old Shanghainese or new Shanghainese, have a sense of leisure, and the experience of shopping in the cultural street and shopping malls is still different!
Interestingly, Hu Baotan found that there were people "setting up stalls" in the small pavilion on Duolun Road. It turned out to be an old man in his eighties, who had lived in the neighborhood for more than 40 years, and he saw someone running a cultural market, and he himself came out to dry his collection of books in the pavilion.
A person in charge of Changchang Culture Group said that this cultural market will make a relatively concentrated display of some cultural brand activities in Hongkou, including the Hongkou Book Club, the Duolun New Year's A Cappella Concert, and the "Painting Hongkou" exhibition.
Duolun Road has witnessed many cultural celebrities working and living here in the last century
Duolun Road is a well-known small street in Shanghai, which has witnessed many cultural celebrities working and living here in the last century. In the view of Shi Yun, deputy general manager of China Pictures Shanghai Company:
This year's particularly popular Citywalk culture, people through walking, explore life, history and reading itself, in this Duolun cultural market that gathers books, cultural creativity, and records, Hongkou Book Club looks forward to using the medium of publications to link humanities, roads, and urban habitats together. One step at a time, one scene at a time, the market can really let our readers and friends slow down, calm down, and feel the urban road that can be walked, read, and rested. We will further promote reading for all people and bring cultural life to the doorsteps of ordinary people.
Citizens at the Duolun Road Cultural Market
Shi Yun told this reporter that the Shanghai Hongkou Book Fair participated in the Duolun Cultural Market, and the exhibitors prepared more than 5,000 kinds of books and periodicals. Among them, the popular bookstore brought comic strips of classic novels such as "Journey to the West" and "Water Margin", the works of Mr. Lu Xun and the surrounding areas brought by Lu Xun and Uchiyama Memorial Bookstore in 1927, the Life, Reading, and New Knowledge Triple Bookstore, the Shanghai Foreign Bookstore, and the Modern Bookstore brought foreign classic literature, imported original books and vinyl records, the Chinese edition study room and the 1925 bookstore brought DK encyclopedia, butterfly and insect specimens that were loved by children, and the Dayin Bookstore and the Journal Tea House brought 200 copies of the magazine, which gave away the journals on the spot to give back to the readers. The discount of on-site books is as low as 3% off, covering ancient and modern China and foreign countries, involving books, cultural and creative products, records and other categories.
Citizens choosing books at the triptych booth
The company has many high-quality and unique cultural products, how to provide these good cultural products to the readers? Shi Yun said:
The company has been committed to introducing excellent foreign imported publications to domestic readers, and has made a variety of beneficial attempts in online and offline integration, print on demand (POD) and other formats. In recent years, offline physical bookstores have been affected by the impact of online, and in response to the call of national reading, the company has adjusted its business model and positioning strategy in a timely manner, and has made attempts in cultural markets and exhibitions this year.
In the past November, the first Shanghai Hongkou Book Fair was held in the China Publishing Blue Bridge Creative Industry Park. Next year, we will continue to let book publications into the daily life of citizens, meet the reading needs of the whole people in different forms and themes, so that the book club is not only a book club, but also a "mobile bookstore" and "cultural supply station at the doorstep", so that our imported publications can better attract readers to come and buy, and also dig deeper into the needs of readers.
At half past 6 o'clock in the evening, as an exhibitor, Cathy of Shanghai Foreign Publishing House introduced the situation of the day to reporters: "The sales in the afternoon were good, especially for books and cultural creativity, and we also took the opportunity to adjust the selection, and many readers proposed to go to Shanghai Foreign Bookstore to visit." ”
Shi Yun told reporters that the flow of people in the afternoon was more than at noon, and the sales of the day were still being counted.