文旅案例 | 有机更新、文脉再生：从“大拆大建”到“针灸式激活”、城市更新文旅项目的转型升级

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城市更新文旅这一充满活力的新赛道，它不再是简单的旧城改造或商业地产开发，而是一场关于城市文脉、产业动能与生活方式的系统性重塑。要实现真正的转型升级，需从规划、业态、空间、文化、品牌与运营六大维度进行深度思考和创新实践。

一、 规划布局：从“大拆大建”到“针灸式激活”过去的城市更新往往伴随着推土机式的“大拆大建”，不仅破坏了城市肌理，也割裂了居民的情感纽带。当下的成功实践，则更倾向于“微循环、渐进式”的有机更新。

核心思路：整体定位，片区协同，分期实施。将更新区域置于城市发展的宏观蓝图中考量，明确其核心功能与角色，避免同质化。通过“点-线-面”的结合，以关键项目为引爆点，以特色街道为连接线，最终带动整个片区的活力复兴。案例：上海上生·新所，该项目前身是哥伦比亚乡村俱乐部、孙科别墅、上海生物制品研究所等多功能历史片区。其规划没有进行整体拆除，而是采取了“留、改、拆”并举的策略。规划上，它被定位为“7x24小时复合社区”，而非单一的商业或办公区。通过打开围墙，将封闭的厂区转变为开放的城市客厅；通过保留历史建筑、更新工业厂房、植入新建建筑，形成了新旧对话、功能混合的格局。这种规划布局，使得办公、商业、文化、居住功能在此和谐共生，白天与夜晚均有活力，成功地将一个封闭的“城市孤岛”转变为共享的“文化磁场”。

The dynamic new track of urban renewal and cultural tourism is no longer merely about the renovation of old cities or the development of commercial real estate. Instead, it is a systematic reshaping of the city's cultural context, industrial momentum and lifestyle. To achieve true transformation and upgrading, it is necessary to conduct in-depth thinking and innovative practice from six dimensions: planning, business format, space, culture, brand and operation.

I. Planning and Layout: From "Massive Demolition and Construction" to "Acupuncture Activation" In the past, urban renewal was often accompanied by "massive demolition and construction" in the style of bulldozers, which not only damaged the urban texture but also severed the emotional bonds of residents. The current successful practices tend to be more inclined towards "microcirculation and gradual" organic renewal.

Core ideas: Overall positioning, regional collaboration, and phased implementation. Consider the renewal area within the macro blueprint of urban development, clarify its core functions and roles, and avoid homogenization. By integrating "point-line-surface", taking key projects as the trigger points and characteristic streets as the connecting lines, the vitality of the entire area will ultimately be revitalized. Case: Shanghai Shangsheng Xinsuo. The predecessor of this project was a multi-functional historical area including the Columbia Country Club, Sun Ke Villa, and Shanghai Institute of Biological Products. Its plan did not involve an overall demolition but adopted a strategy of "retention, modification and demolition" simultaneously. In terms of planning, it is positioned as a "7x24-hour composite community" rather than a single commercial or office area. By opening up the walls, the enclosed factory area is transformed into an open urban living room. By preserving historical buildings, upgrading industrial plants and implanting new ones, a pattern of dialogue between the old and the new and a mixture of functions has been formed. This planning layout enables the office, commercial, cultural and residential functions to coexist harmoniously here, vibrant both during the day and at night, successfully transforming a closed "urban island" into a shared "cultural magnetic field".

二、 产品业态植入：从“单一零售”到“场景化消费”，业态是项目的血肉。传统文旅街区的业态往往停留在餐饮、零售、特产“老三样”，缺乏吸引力。转型升级的关键在于构建“主客共享”的业态生态，即既能服务游客，又能满足本地居民日常需求。

核心思路：文化为核，体验为王，混合多元。围绕项目主题，引入能创造“深度体验”和“情感连接”的业态。重点发展“首店经济”、“旗舰店经济”、“沉浸式体验经济”，将购物、餐饮与艺术、工坊、演艺、社交等结合，创造“可带走的记忆”和“可分享的瞬间”。案例：广州永庆坊，永庆坊在业态植入上，完美诠释了“老城市，新活力”。它并非简单地引入连锁品牌，而是精心筛选与西关文化调性相符的创新业态。文化体验类：引入粤剧艺术博物馆、活字印刷体验馆、广彩工作室等，让游客亲手触摸文化。创意零售类：吸引本土设计师品牌、手作工坊、文创集合店入驻，售卖的是独一无二的设计和故事。休闲社交类：打造兼具西关风韵与现代审美的咖啡馆、精品民宿、主题餐厅，成为年轻人社交打卡的热门地。这种业态组合，让游客不再是走马观花，而是可以“坐下来、住下来、玩起来”，实现了从“交易”到“交流”的转变。

三、 空间营造：从“物理空间”到“情绪场域”，空间是项目的骨架，也是体验的直接载体。成功的空间营造，能让人沉浸其中，产生情感共鸣。

核心思路：尊重肌理，强化叙事，注重细节。保留街巷尺度、建筑风貌等历史痕迹，通过现代设计语言进行巧妙介入。运用光影、材质、景观、艺术装置等元素，构建有节奏、有故事、有温度的场景序列。尤其要打造多个“记忆点”和“打卡点”，并通过动线设计引导人们去探索。案例：成都REGULAR·源野，位于成都大源中央公园地下层的REGULAR，是空间营造的典范。它摒弃了豪华装修，以清水混凝土、原生木材为主材，保留了空间的原始感和力量感。通过引入天井、侧院、花园，将阳光、绿意和风引入地下，打破了地下空间的沉闷感。每一个店铺门口都是一个独特的“小场景”，整个项目像一个精心策划的艺术展览。这种极致克制的“灰空间”处理，反而营造出一种高级、静谧、充满艺术气息的“情绪场域”，强烈地吸引了追求品质和格调的消费者。

Ii. Product Format Integration: From "single retail" to "Scenario-based consumption", the format is the flesh and blood of the project. The business types of traditional cultural and tourism streets often remain at the "old three" of catering, retail and local specialties, lacking appeal. The key to transformation and upgrading lies in building a "shared by both residents and tourists" business ecosystem, which can not only serve tourists but also meet the daily needs of local residents.

Core idea: Culture as the core, experience as the king, and a blend of diversity. Centering on the project theme, introduce business formats that can create "deep experiences" and "emotional connections". Focus on developing the "first store economy", "flagship store economy" and "immersive experience economy", integrating shopping, dining with art, workshops, performances, social interaction, etc., to create "portable memories" and "shared moments". Case: Yongqingfang, Guangzhou. In terms of business format integration, Yongqingfang perfectly interprets the concept of "old city, new vitality". It does not simply introduce chain brands, but carefully selects innovative business formats that are in line with the cultural tone of Xiguan. Cultural experience category: Introduce the Cantonese Opera Art Museum, the movable Type Printing Experience Hall, the Guangcai Studio, etc., allowing tourists to touch the culture with their own hands. Creative retail category: Attracting local designer brands, handicraft workshops, and cultural and creative collection stores to settle in, selling unique designs and stories. Leisure and social category: Create coffee shops, boutique homestays and theme restaurants that combine the charm of Xiguan with modern aesthetics, making them popular social check-in spots for young people. This combination of business formats enables tourists to no longer just have a cursory look but to "sit down, stay and play", achieving a transformation from "transaction" to "communication".

Iii. Spatial Creation: From "Physical Space" to "Emotional Field", space serves as the framework of a project and is also the direct carrier of experience. A successful space creation can immerse people in it and evoke emotional resonance. Core idea: Respect texture, strengthen narrative, and pay attention to details. Preserve historical traces such as the scale of streets and alleys and the architectural style, and ingeniously intervene through modern design language. By using elements such as light and shadow, materials, landscapes, and art installations, a sequence of scenes with rhythm, stories, and warmth is constructed. In particular, multiple "memory points" and "check-in spots" should be created, and people should be guided to explore them through the design of circulation routes. Case: REGULAR· Yuanye in Chengdu, located on the underground floor of Dayuan Central Park in Chengdu, is a model of space creation. It abandons luxurious decoration and uses fair-faced concrete and virgin wood as the main materials, retaining the original sense and power of the space. By introducing courtyards, side yards and gardens, sunlight, greenery and wind are brought underground, breaking the dullness of the underground space. At the entrance of each store lies a unique "small scene", and the entire project resembles a meticulously planned art exhibition. This extremely restrained "grey space" treatment, on the contrary, creates a high-end, serene and artistic "emotional field", which strongly attracts consumers who pursue quality and style.

四、 文化植入：从“符号堆砌”到“活态传承”，文化是项目的灵魂。但文化植入最忌符号化、表面化，将历史元素生硬地贴在建筑立面上。

核心思路：深挖在地文化，实现“见人、见物、见生活”。不仅要保护物质遗产（建筑、街道），更要传承非物质遗产（技艺、习俗、故事）。通过引入原住民、非遗传承人、艺术家、主理人，让文化在项目中“活”起来。将文化叙事融入业态、活动、服务的每一个环节。案例：西安长安十二时辰主题街区，这是一个将IP与在地文化深度融合的典范。它并非真实的 historical 街区更新，但为城市更新的文化植入提供了全新思路。项目以影视IP《长安十二时辰》为载体，深度还原了唐代市井生活场景。但它的成功不止于布景，更在于“活态”的运营：NPC（非玩家角色）穿梭其间，与游客互动；《霓裳羽衣舞》等唐风演艺定时上演；游客可以换上唐装，品尝“火晶柿子”、“水盆羊肉”等唐代美食。在这里，文化不再是橱窗里的展品，而是可触摸、可互动、可消费的沉浸式戏剧。这对于传统历史街区的启示在于：文化需要被“戏剧化”地呈现，让游客从“观看者”变为“参与者”。

五、 品牌搭建：从“项目名称”到“内容平台”，在信息过载的时代，一个项目必须拥有鲜明的品牌人格，才能脱颖而出。核心思路：塑造独特品牌价值观，构建内容生态。明确项目的核心主张是什么？它代表了哪种生活方式？通过持续的内容生产（社交媒体、主题活动、出版物等）与用户沟通，将项目从一个物理地点，提升为一个有态度、有温度的内容发源地和社群聚集地。案例：阿那亚，阿那亚从一个濒临烂尾的度假项目，逆袭为中国文旅地产的顶级IP，其核心就是品牌搭建的成功。它最初通过“最孤独的图书馆”这一极具情感冲击力的内容引爆网络，成功定义了“回归本真、寻找自我”的品牌精神。此后，阿那亚持续通过音乐节、戏剧节、艺术展、社群活动等内容，不断强化其“文艺飞地”的品牌形象。它不仅仅是一个卖房子的地方，更是一个输出价值观、生活方式和审美体系的内容平台。人们来到这里，消费的不是海景房，而是它所代表的精神归属感和文化认同感。六、 运营思路：从“物业管理”到“持续创生”，优秀的运营是项目保持长久生命力的基石。它决定了项目是“一期火爆”还是“长红不衰”。

核心思路：前置运营，社群驱动，数据赋能。在项目规划初期，运营团队就应介入，确保空间和业态的可运营性。核心是打造“社群”，通过建立会员体系、举办常态化活动（市集、沙龙、工作坊等），培养高粘性的用户群体，让他们成为项目的“共建者”和“传播者”。同时，利用数字化工具，洞察消费者偏好，实现精准营销和业态的动态调整。案例：上海TX淮海｜年轻力中心，TX淮海自称“策展型零售空间”，其灵魂就在于颠覆性的运营模式。快节奏内容迭代：场内品牌和展览以“快闪”形式为主，几乎每层楼、每个角落的内容都在高频更新，保证了消费者“每次来都有新发现”。强社群运营：它深度链接设计师、艺术家、滑板青年、潮玩收藏家等各类社群，并为他们提供展示和社交的平台，使其成为上海“年轻力”文化的策源地。数字化连接：通过小程序、社交媒体与年轻人保持紧密互动，将线上流量有效导入线下空间。这种“内容驱动、社群为王”的运营思路，使得TX淮海不再是一个冰冷的商场，而是一个持续生产潮流内容的“有机体”。

Iv. Cultural Implantation: From "Symbol piling up" to "Living Inheritance", culture is the soul of the project. However, the most undesirable aspect of cultural implantation is its symbolization and superficiality, which means mechanically pasting historical elements onto the building facade.

Core idea: Deeply explore local culture to achieve "seeing people, seeing objects, and seeing life". It is not only necessary to protect material heritage (buildings, streets), but also to pass on intangible heritage (skills, customs, stories). By introducing indigenous people, intangible cultural heritage inheritors, artists and project managers, the culture is brought to life in the project. Integrate cultural narratives into every aspect of business formats, activities and services. Case: Xi 'an Chang 'an 12 Hours Theme Street, this is a model of deeply integrating IP with local culture. It is not a genuine renewal of the historical district, but it offers a brand-new approach to cultural implantation in urban renewal. The project takes the film and television IP "The Twelve Hours of Chang 'an" as its carrier and deeply recreates the scenes of the common life in the Tang Dynasty. But its success is not only in the set design, but also in the "living" operation: NPCS (non-player characters) move around and interact with tourists. The Tang-style performances such as "Feathered Robe Dance" are staged regularly. Tourists can change into Tang Dynasty costumes and taste Tang Dynasty delicacies such as "Fire Crystal Persimmon" and "Water Basin Mutton". Here, culture is no longer an exhibit in a display window, but an immersive drama that can be touched, interacted with and consumed. The enlightenment for traditional historical districts lies in that culture needs to be presented in a "dramatic" way, transforming visitors from "viewers" to "participants".

V. Brand Building: From "Project Name" to "Content Platform", in an era of information overload, a project must have a distinct brand personality to stand out. Core idea: Shape unique brand values and build a content ecosystem. What is the core proposition of the project? Which lifestyle does it represent? Through continuous content production (social media, thematic events, publications, etc.) and communication with users, the project is elevated from a physical location to a source of content and a gathering place for communities with attitude and warmth. Case: Aranya. Aranya has transformed from a nearly unfinished resort project into a top IP in China's cultural tourism real estate sector. The core of this transformation lies in the success of its brand building. It initially went viral on the Internet with the highly emotionally impactful content "The Loneliest Library", successfully defining its brand spirit of "returning to the essence and seeking oneself". Since then, Aranya has continuously strengthened its brand image as a "cultural and artistic enclave" through activities such as music festivals, drama festivals, art exhibitions, and community events. It is not merely a place to sell houses; rather, it is a content platform that showcases values, lifestyles and aesthetic systems. When people come here, what they consume is not the sea-view houses, but the spiritual sense of belonging and cultural identity they represent.

Vi. Operational Thinking: From "Property Management" to "Continuous Creation", excellent operation is the cornerstone for a project to maintain its long-term vitality. It determines whether the project will be a hit in the first phase or remain popular for a long time. Core ideas: Pre-operation, community-driven, and data empowerment. At the early stage of project planning, the operation team should get involved to ensure the operability of the space and business format. The core is to build a "community". By establishing a membership system and holding regular activities (markets, salons, workshops, etc.), a highly sticky user group can be cultivated, making them the "co-builders" and "disseminators" of the project. At the same time, by leveraging digital tools, we can gain insights into consumer preferences, achieve precise marketing and dynamic adjustments to business models. Case: Shanghai TX Huaihai Youth Power Center. TX Huaihai claims to be a "curatorial retail space", and its soul lies in its disruptive operation model. Fast-paced content iteration: The brands and exhibitions inside the venue mainly take the form of "pop-up" events. The content on almost every floor and in every corner is updated frequently, ensuring that consumers "have new discoveries every time they come". Strong community operation: It deeply connects various communities such as designers, artists, skateboarders, and collectors of trendy toys, and provides them with a platform for display and social interaction, making it the birthplace of Shanghai's "youthful power" culture. Digital connection: Maintain close interaction with young people through mini-programs and social media, and effectively direct online traffic to offline Spaces. This operational philosophy of "content-driven and community-oriented" has transformed TX Huaihai from a cold shopping mall into an "organic entity" that continuously produces trendy content.

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