Independent and niche brands, the dialogue between nature and hand-made, personalized and interesting daily necessities, and the fragrance of books brought by the spring breeze...... Recently, the cultural consumption activity of "Wangchun Breeze and Warm Spring Garden Party" held in Jinyu Jintai Sharing International Cultural Industry Park has "matched" a trendy lifestyle for the social residents of the park, the surrounding neighbors and the passing tourists.
During the two-day event, Jinyu Jintai Sharing cooperated with more than 40 cultural consumer brands to provide citizens with a wonderful "cultural feast". 3,000 citizens and friends went to this romantic date under the magnolia tree, handicraft workshops, creative design, special catering, art shops, music markets gathered together, Storyboard Coffee, I am Mr. Zhen, Duye No. 1 Factory and other influential new consumer brands in the park also participated, in the warm courtyard, for everyone to find a unique spring.
In this lively and lovely spring party, you can not only experience the comfort and tranquility of spring, but also feel the surging vitality of the warming climate and the recovery of all things. Visitors can go to the Qiqi Intangible Cultural Heritage Workshop to participate in the on-site production experience activities of the intangible cultural heritage lacquer bleaching fans and canvas bags, and feel the extreme color of this thousand-year-old heritage; you can also go to the Little Red Flower Design Store to get a little red flower in the memory of childhood, awaken the simplicity and beauty of childhood, experience the long-lost innocence and simple happiness, and add some fun to ordinary life;
If you want to find a quiet place in the downtown area, you can feel the "air fluctuations" brought by every manual page turning in the spring breeze, like the spring breeze, in the era of electronic products, you can really "calm down" and "slow down", or go to Putiputi, the beautiful gift of nature - flowers, in the most natural way to appreciate and sniff, in the fast-paced urban life to feel the changes of nature. If you want to sweat in the spring sun, you can participate in Brazilian Jiu-Jitsu ground fighting skills classes on the rooftop deck for an unprecedented sports experience, or you can go to the "Weed Center" viewing area to scream and dance to the music and enjoy the excitement of live life.
01
Culture empowers urban renewal
"Flow" becomes "Retention"
On the east side of the Drum Tower and in the Hutong of Zhaofu Street, a courtyard with an ordinary appearance, with the joint help of many parties, re-planned the functional format according to the spatial form of the park, closely followed the new trend of cultural industry development, focused on new consumption, new elements, new space and new business formats, and transformed into a youth creative life service community with modern office facilities and multiple innovative commercial spaces.
The urban renewal project of the park will be repaired and renovated as much as possible on the basis of not changing the main structure of the building, and at the same time, theaters, shared offices, long-term rental apartments, catering and other formats will be added to create a shared drama community and attract theater talents, drama creation, drama incubation, drama industry development and other related cultural industries. The park is committed to serving the neighborhood community and exploring the friendly and co-built neighborhood relationship, and provides a rich supply of cultural services for surrounding residents and tourists through innovative experience activities such as cultural markets, theatrical performances, and creative workshops, and has become a "new map" for unlocking cultural consumption in the Andingmen area.
According to Fang Chao, the manager of the park, "The independent location adjacent to Beijing's central axis can be described as having its own traffic, and the unique hutong culture and atmosphere of the old city is an important factor in attracting consumers to come and check in." In order to better meet consumer demand, the park has introduced a number of emerging independent enterprises related to culture, and successively planned and held a number of characteristic cultural activities such as "Neighborhood Market", "Reading City" and "Drum Tower Drama Art Festival", giving people an immersive cultural experience, attracting many literature and art lovers to come here, creating a different living space in Beijing's hutongs. She said: "It has been one year since the park opened last year, and the second 'Wangchun Feng' event is held from the perspective of community co-construction, aiming to create a living music festival atmosphere full of hutong culture." We hope that the renovated space will not only be a commercial building, but also truly integrate into the fireworks of the hutong, and become a new bridge connecting local residents with 'Wenxiang'." ”
"Sharing" is one of the most distinctive cultural industry parks in Dongcheng, the overall format is rich in profound cultural connotation, but also has both innovation and market potential, always focusing on the "space + content" development model, through the integration of different functional modules such as residence, office, Internet celebrity commercial IP, etc., to build a richer content experience scene, through industrial implantation, revitalize and upgrade the stock space, inject new vitality into the cultural consumption market, explore new paths, and strive to become a "Dongcheng sample" of cultural consumption empowering urban development.
02
The model empowers cultural consumption
"Internet celebrity" becomes "long red"
The upgrading and transformation of Dongcheng District Cultural Industry Park not only provides consumers with a diversified cultural consumption place, but also provides new opportunities and space for industrial development. The business chains here complement each other and form a virtuous circle. In the process of promoting the development of the cultural industry, Dongcheng District attaches great importance to the first store and the first exhibition, and creates a new cultural space that is widely loved by citizens and young people with a small and refined, small and beautiful format, and encourages model innovation and gathering energy to meet diversified and personalized needs. Among them, the new model of "manager" cultural consumption takes the cultural industry park as the main position, and comes into being in the cultural consumption industry in Dongcheng District, taking advantage of the situation, and effectively accelerating the cross-border integration of new local scenes and new consumption in the Hutong scene.
"Tim Tim" is the director of Ruby Project, the director of RUBY Land, a member of Ruby Improvisation, and a freelance producer, screenwriter, improv actor, and creator. She graduated from the Central Academy of Drama, and her representative improvisational drama works include "Emotional Puppet" and "A Certain Time". She co-hosted the RUBY Land mini Theater Festival with Jintai Sharing, which was reported by many mainstream media and foreign media. She has also led Ruby in a number of improvisational theatre performances and workshops, which have been well received by the audience. "I'm not a professional actor, so I didn't expect much from the performance, but with the help of the park and my friends, the result was really beyond my expectations. I was encouraged by the fact that my friends were fully engaged in my play, and they gave me a lot of positive feedback after the show, and some of them spontaneously recommended it to their friends. ”
There are also many "cultural consumption managers" like Tian Tian in Jintai Sharing, and the cultural brands they create have the characteristics of personalization, niche, fashion and temperature, which can achieve point-to-point accurate docking of consumer demand. Consumers are willing to find brands that align with their values by resonating with the owner, so as to achieve personalized cultural consumption.
03
Scenarios empower industrial development
"Rust Belt" becomes "Show Belt"
In recent years, the cultural industry park in Dongcheng District has gradually upgraded from a simple industrial space to a new scene of cultural consumption. The empowerment of multi-ecological cultural scenes has prompted many cultural industrial parks transformed from old factories to "industrial rust belts" to "cultural show belts".
At present, there are 148 new formats and new consumption scenarios in the Dongcheng District Cultural Industry Park, distributed in 29 home areas. As of 2023, the park will hold more than 200 cultural consumption activities such as cultural and creative markets, drama festivals, food festivals, and immersive experiences every year, attracting more than 100,000 people to enter the park for consumption. There are 65 new consumer goods incubation cafes such as Tieshou, Diving D.A.O, Storyborad, etc., which are distributed in 23 cultural industry parks such as Hangxing Park, Hongqiao Zhichuang, Longfusi Cultural and Creative Park, and Dongyong Cultural Park. There are a total of 19 theatrical performance spaces such as Nanyang Theater, 77 Theater, Little Goldfish Theater, and Damai New Space, which are distributed in 13 cultural industry parks such as Nanyang Sharing, 77 Art Museum, and Longfu Temple Cultural and Creative Park, and have launched a series of acclaimed and popular brand repertoire such as "Dazhen Detective Zhao Catches Goose" and Longfu Temple "Open Now". At the same time, the "Summer Drama Market", "Big Baby Monster City Cultural and Creative Market", "NEED Retro Market" and other market activities held in the park have become hot spots to drive surrounding consumption.
In the next step, Dongcheng District will focus on the construction of Wangfujing Drama Valley, connect the parks where new consumer brands such as Nanyang Sharing, 77 Cultural and Creative, and Snow Lotus Highlights around Wusi Street and Chongyong Street are connected, and through the mutual introduction of passenger flows, activities and complementary formats between the surrounding cultural business districts, cultural communities and cultural blocks, the social, shopping, consumption and entertainment will be integrated, and the cultural consumption scene will be innovated through the efficient composite use of space, and the cultural consumption visit route will be formed, so as to promote the local culture and new business of the old Beijing Hutong scene. Integrated development of new scenarios and new consumption.
Text: District Cultural Promotion Center
Photo: Lin Xuan, District Cultural Promotion Center