In the suburbs of the large and middle cities in China, there are some ancient villages or historical and cultural relics due to poor location conditions and historical value of cultural relics do not have obvious competitive advantages, and they fall into the dilemma of development: what should no one do? How can people keep it? Can a person who comes here be a second time … The “restart” of the “First Tea Tower Garden” in the ancient town of Xinchang may provide a new perspective.

From “First Tea Tower Garden” to “Human Theater”

The first Chalou Garden is located at No. 424, Xinchang Street. Before the founder of Xiyu Culture Wang Feng, this old building was easy to master.

Located in the first tea building in Xinchang Street.

The tea house built during the Tongzhi period of the Qing Dynasty became the tallest building in the ancient town after the 1920s, so it was called the “first floor”. In the 1930s, a bookstore was opened here, and there were many big coffees, and there were many listeners. In the 1940s, this became the CCP’s underground party liaison station; in the early 1960s, the famous bomb artists of the Shanghai People’s Bomb Troupe performed here, unprecedented selling … Since 2000, starting from 2000 … The ancient town experienced three stages of development, and the first Chalouyuan also replaced the operating entity many times for various reasons.

上海这幢古镇地标,为何几易其主?老建筑想“长红”,没那么简单

The new field attaches great importance to the development of the first Chalou Garden. “This is the landmark of the new field. The third brother (Wang Feng nickname) was found. It hopes that through his professional accumulation in operation, the ancient town will explore a space update. Road. “Lu Ningyu, general manager of Xinchang Culture Company, told reporters.

In 2021, taking the “Light and Shadow Centennial” activity as an opportunity, the restarted “first floor” led to a new boom, and the total number of tourists who made an appointment exceeded 60,000.

After the exhibition, the cultural material left by the curatorial turned into part of the tea house. Now, it has become a composite space of a tea house, cafe, photo experience hall, historical exhibition hall, and lifestyle museum. The concept of “on earth” has successfully “out of the circle”, attracting many people to “check in”.

上海这幢古镇地标,为何几易其主?老建筑想“长红”,没那么简单

Many photos on the wall were excavated from the historical materials of the Shanghai Film Museum.

The new field is the place of filming of many film and television dramas. The movie “Chen Yun”, “Painting Soul”, “Color · Ring”, “Ye Wen”, “Thirty Thirty” and other popular film and television films are selected in the new field to shoot. The rich film and television foundation makes the combination of space and movies possible.

On the first floor of the first floor of the First Tea Tower, the “Mrs. Living Room”, the dark green velvet sofa, the vinyl recorder, the Western -style black tea set, the Chinese ink painting, and the phone telephone, there are more than 100 items in the small 10 square meters space. The stage of the “Ping An Grand Theater” was restored to the theater stage in the Ping An Building in Shanghai in 1925. On the right side of the stage, there is an old Shanghai cutting shop. There are iron, leather ruler on the chopping board, a variety of cheongsam on the hanger, and jewelry on the table …

The wife on the first floor will meet the living room.

“Before, there were little girls who held a sea -faction birthday party here. They drank afternoon tea together wearing cheongsam.” The explanator Li Jingshun picked up a cheongsam on the hanger, looked up along the hanger, and the top of the dome, and the dome. Small cucklets, head flowers and decorative gloves, “We are all based on stills, one -to -one restore.”

上海这幢古镇地标,为何几易其主?老建筑想“长红”,没那么简单

Behind the cheongsam frame is a movie stills.

“Let the movie story combine with the specific space to create a specific movie scene, and the small movie clips can become cultural slices.” Fan Yirong, director of the executive museum of the Shanghai Film Museum, believes that “the immersion of real scenes and setting scenes is difficult to be difficult The replacement. This is the advantage of the new field. “

Driven by the “Human Theater”, the first tea building has developed a variety of business models such as teahouses, performing arts, group building, event planning, and venue leasing. According to the attributes of tea buildings and the cultural characteristics of the new field “peach”, hand -made peach blossoms were developed. Crisp. At present, the average daily output of Peach Crispy is about two hundred, and it can almost be sold every day.

The problem after “out of the circle”

上海这幢古镇地标,为何几易其主?老建筑想“长红”,没那么简单

For the first Chalou Garden, it is more difficult to operate after “out of the circle” than expected.

The “first floor” has three floors, including the first floor, and the construction area is about 648 square meters. It does not include Wang Feng. There are 7 full -time staff. The space pattern and operating cost requirement that the first tea building has more cultural consumption space, higher space utilization efficiency, and has stronger consumption absorption capabilities.

上海这幢古镇地标,为何几易其主?老建筑想“长红”,没那么简单

The space on the second floor is large.

Although the performance planning and community salon are the areas that Wang Feng is familiar with, he has touched the wall in the new field.

Emphasizing the “locality” of cultural consumption sometimes makes it difficult for local culture to expand radiation. The reporter randomly interviewed a tourist Xiao Ronaldo. After buying a cup of 30 yuan on the first floor of the first Chalou Garden, he did not sit down and listen to a gongs and drums. “It’s a bit interested, but it’s not clear what form of the gongs and drum books.” What Xiao Luo didn’t know was that among the “Chinese Non -Heritage People” nominated candidates announced in 2021, the national -level gongs and drum books from Xinchang Town were announced. Non -genetic inheritors Tan Jingde is the only selected person in Shanghai.

Public welfare performance on the first floor of Chalou.

“Don’t seem to have so many people in and going, there are few people who can stay slowly.” Wang Feng was puzzled. Although there are many performances in the first Chalou Garden, the gongs and drum books, dramas, and Shanghai dramas have a fixed performance time every day. At present, they are still in the form of public welfare. To become a ticket to the performing arts, there is also a lack of corresponding types of works.

Tea room on the second floor.

上海这幢古镇地标,为何几易其主?老建筑想“长红”,没那么简单

Drama, folk songs, talk shows … There are many options for cultural consumption, but as a new venue standard, if you consider the spread of local culture, the choice will narrow. At present, some mature cultural consumption is difficult to combine with local culture. “I have considered asking the talk show actor to do offline performances similar to open wheat, but you can see the talk show in the city center. Why do you want to go to the new field to listen? On the one hand Increase; on the other hand, I am also worried that some paragraphs are compatible with the cultural atmosphere of the new scene. “Wang Feng was swaying on the content of the performance.

Even aside the restrictions of “local culture”, the disadvantages of location cannot be ignored. Location factors largely affect the quality of community activities. Wang Feng once operated a cafe in Lujiazui. “Due to its superior geographical location, celebrities are usually willing to accept invitations. In Xinchang Town, please do not come to big coffee to become one of the difficulties of operation.” Geographical location largely determines the guests. Time cost.

“In Lujiazui, literary youth, full -time wife, and office workers are relatively stable consumer groups. They are manual, holding reading clubs, concerts, and opening coffee classrooms. . “But this model will face many challenges after reaching the new field. “The radiation in the city center is very strong, and the suburbs are relatively weak.” The space and the community complement each other. The stable community is a solid backing of the efficiency of the space improvement, and the gap between the community in the suburban community and the city center is still obvious.

The House Hall in the ancient town is a place in the TV series “Thirty”.

In addition, although the ancient building resources in Xinchang Town are quite abundant, the development progress of the development of the ancient town is still limited, which makes the first tea building garden look a bit difficult. “Zhang Hall is the shooting place of” Ye Wen “, which needs to be repaired; the House Hall is a residential house, and it is not open inside …” From the perspective of the individual from the overall ancient town, it will find that the individual’s driving force is often too weak.

Many citizens came to the new field to eat a spiny fish and rice.

上海这幢古镇地标,为何几易其主?老建筑想“长红”,没那么简单

Shen Hui, the hostel in the new market, also faces similar problems. After the traditional courtyard of the former store, Zhongzhai, and behind -storage -type storage -type storage, Shen Hui also restored the “Anga fish and vegetable rice” according to the orally of the local residents, which caused a great response. But follow -up also faces the problem of “weakness”. “After all, the attractiveness of a cultural consumer product is limited. In ancient town, more local cultural IPs are needed to attract greater traffic. More.”

“Local” and the surroundings that cannot be ignored

上海这幢古镇地标,为何几易其主?老建筑想“长红”,没那么简单

So, how to cultivate a richer local cultural IP and achieve the effect of retaining tourists and gathering popularity? In fact, starting from serving local residents and radiation surroundings, you can naturally form a cultural attraction.

Unlike many unified ancient town, a large number of Aboriginal people are retained inside and surrounding the ancient town of Xinchang, known as the “living ancient town”. “Do not accept tickets, there are no too much commercial development, both sides are old houses, rarely showing new and new, showing a simple nostalgic atmosphere.” Zhihu netizen@星 絮 ‘s evaluation of the ancient town of Xinchang can represent the current urban city. The crowd views the new attitude of the ancient town. They also look at the natural retention of the ancient town’s style, and can be able to go from the “abundance” of the ancient town from the common daily experience of the residents in the streets of the streets.

上海这幢古镇地标,为何几易其主?老建筑想“长红”,没那么简单

The natural style of ancient town shops.

“The ancient town cannot only have cafes, bookstores, and bars. It can also have a more life -oriented side. The post -90s “photographer Xiaofeng’s view, the lifestyle of residents is the most intuitive manifestation of local culture. These are proofs of” living “in the ancient town of Xinchang.

上海这幢古镇地标,为何几易其主?老建筑想“长红”,没那么简单

Ancient towns have traces of residents everyday.

And these feelings coincide with He Genxiang, a member of the Shanghai Youth Creative Talent Association, and the director of the Shanghai Youth Creative Talent Association. “Not every ancient town must be the destination economy. The new field can focus more on the local and surrounding residents, and in the process of creating a good cultural service atmosphere and cultural consumption space for them. It will attract tourists and become a destination for urban people to consume. “

Such attractiveness has gradually formed in the new field.

This year, artist Jin Chen from Yunnan gave up preferential policies given by other regions and returned to a new session. “The house needs to be raised. It is the aboriginal people who have lived here for generations. The ancient town has aura, and I have more inspiration.” Jin Chen has created “Hongfu Bridge” and “Qianqiu Bridge” for the new field. Related works. Next, he will also create a large -scale creation of a group of works for the new field, and the indigenous culture itself has become the soil of art IP growth.

上海这幢古镇地标,为何几易其主?老建筑想“长红”,没那么简单

The space operation of the “Siku Study Room · New Square” is a representative of the local rooting. The resident artist Xiu Xiu has taken his daughter to participate in the cultural class of the Siku study several times. “Learn traditional culture in old buildings, and feel that the life is particularly leisurely.”

Immersive concert.

In the early stage, the Siku Study Room also experienced exploration and adjustment, and then focused on the consumer groups in ancient towns and surrounding families and individuals who love traditional culture, so that “Chinese studies” became the core of space activation. Gradually accumulate, the effect of “breaking” layers.

The national style and elegant collection held in the Siku Study Room.

The “Second Democratic” willow tree is a resident of Nanhui. She listened to a “Ancient Town Concert Concert” in the Siku Study Room and became an old friend of the new field. “The concert is not only the traditional ancient song” Black Night Cry “, but also movie soundtrack and anime episode. The new “Amway” was given to friends around and urban areas, and they often accompanied the new field to participate in the “Peach Blossom Festival” and “Handwork Festival” activities in the ancient town.

The “big rear” that is stronger

With natural cultural attractions, the space of cultural tourism can also be opened further, and the space of ancient town can also extend to the “big rear” of the countryside.

“Xinchang Ancient Town is close to Xinnan Village. The ancient town and the countryside are almost seamless. Such resource endowments are rare in Shanghai.” Ya Ting, secretary of the party branch of Xinchang Culture Company, said that last year, Xinchang Town released ” The tourist route of ancient towns+rural “has launched a cultural tourism and leisure tourism route that integrates ancient town culture and rural style. “The ancient town culture can drain the countryside, and the natural space of the countryside can also support the consumption of ancient town.”

At present, the new cultural brand activities have begun to see the scale. In the past five years, more than 200 cultural exhibitions and more than 100 exhibitions have been held in the ancient town cultural experience season, which attracted more than 30 million citizens and tourists to participate in the interactive experience.

上海这幢古镇地标,为何几易其主?老建筑想“长红”,没那么简单

The handicraft section attracted a large number of citizens to participate.

上海这幢古镇地标,为何几易其主?老建筑想“长红”,没那么简单

Brand activities such as the new field handicraft festival, the new cultural creative design contest, the non -heritage “South Street”, the “transmission and inheritance” of the Chinese studies, and the Daotian Music Festival can all become an important support for the “ancient town+rural” tour. Improve the quality and energy level of cultural consumption.

The “resident tourist” project is a brand new cultural tourism tour that is exploring. By cultivating local merchants and farmers in the new field to become promoters, further highlighting the aboriginal culture. Let the people living in the new field introduce the new field, and based on several important tourist points of the ancient town and the countryside, they can rely more on the “resident tourist” to play their own advantages and create a personality and unique cultural tourism tourism View brand.

Local residents, merchants, and students participating in training.

上海这幢古镇地标,为何几易其主?老建筑想“长红”,没那么简单

The “family workshop+leisure farm” model can also quickly find the combination point with the ancient town tour. “The two soil tigers standing out of the cultural and creative competition last year were the aunts of the new villagers participating in the design and sewing themselves. Its shape borrowed from the unique triangle of the new field and took it in my hand.” In the future, in the future, in the future, in the future From weaving to dyeing, to sewing, the non -heritage cultural products presented in the ancient town have a larger space that can participate in and immersed in the whole process.

The resident aunt participated in the design and production of the soil tiger.

The “ancient town on the tongue” will also set up a new benchmark in the combination of the countryside. Shen Zhen’s “Anga Fish and Vegetable Rice” can be combined with agricultural picking and farming leisure. The non -heritage cultural scenes that cannot be presented in the ancient town can be transplanted to Xinnan Village to provide a variety of composite experiences. The short -footed greens, chicken, rice, peach peach and other agricultural products in Xinnan Town can become the follow -up development materials of the first tea building scene and catering consumption, which provides the foundation for the branding of space consumption.

Under the peach tree, the short -footed green.

上海这幢古镇地标,为何几易其主?老建筑想“长红”,没那么简单

Just as the development of the “First Tea Tower Garden” cannot be isolated from the ancient town, the development of Xinchang Town cannot be isolated from the urban and rural system. On the intersection of the development of ancient towns and rural construction, how to solve the problems from the perspective of the system protection of cultural resources, the activation and utilization of historical space, and the complementary cultural value of urban and rural cultural values. There are many explorations needed for new places. And only by putting the protection and utilization of historical buildings in the suburban building under such a large perspective can it may make it embark on a virtuous cycle.

Editor -in -chief: Gong Danyun Text Editor: Xiao Yawen

The picture comes from the interviewee’s picture and the author’s shooting

上海这幢古镇地标,为何几易其主?老建筑想“长红”,没那么简单

Source: Author: Xiao Yawen