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Changning District: Ambilight connects the "most friendly fun" in the urban area

Changning District: Ambilight connects the "most friendly fun" in the urban area

The lights are turned on, and the audience's expectations are met little by little. Shangsheng · Xinsuo, an active social scene for foreign expatriates a hundred years ago, and now a model of urban renewal, has become the main exhibition area of the Changning branch of the first Shanghai International Light and Shadow Festival. The theme of the light and shadow festival at the Changning branch venue is "Light Innovation Environment", and the light and shadow show transforms the innovative practices of urban renewal such as Shangsheng · Xinsuo into light and shadow art, and explains how urban renewal drives regional development.

Shangsheng · New Institute is the C position in the light and shadow space layout of the Changning branch venue "one main, two lines, and three circles". The "second line" refers to Yuyuan Road and Wuyi Road, and the "third circle" refers to the Zhongshan Park business district, Hongqiao-Gubei business district, and the surrounding area of the commercial complex of Linkong Park. The layout idea of the planning is to combine the theme activities of major tourism, cultural exchanges, and commercial consumption in the city and district to create a multi-symbiotic and cross-border win-win light and shadow cultural and artistic activities, so that landscape lighting can connect commerce, tourism, culture, sports, and exhibitions, so as to promote the vitality and consumption of Changning business district, and then promote the character of the urban area and enhance the image of the urban area.

"Cross-border integration" is the key word, which points to the thinking of Changning District in the context of building a best practice place for Xi Jinping's cultural thought, identifying characteristics and exploring what the region is: constantly innovating the practice of urban organic renewal, revitalizing the region's rich historical and cultural resources and cultural capital, integrating "business, tourism, culture, sports and green exhibitions" for common development, and creating a central urban area that can be visited, seen, appreciated and read in depth. As a result, Changning District benefits but is not limited to a big festival, a big exhibition, and a big event. A series of resources are fully linked, and a game of chess is gradually formed, which then feeds back the big festivals, big exhibitions, and big activities, and continues to release the spillover effect.

It is necessary to clarify the relationship between urban renewal and cultural supply and consumption activation. Li Meng, director of the cultural tourism project of the Shanghai Research Institute of the Chinese Academy of Social Sciences and the Shanghai Municipal People's Government, believes that in recent years, Changning District has continued to protect and revitalize historical elements through organic renewal to enhance the quality and charm of public space. release social resources and continue to create bright public spaces; Create a brand of style and road, and constantly break the bottleneck of the problem. On this basis, the supply of experiential and interactive spaces is increased. While renewing the shopping mall in the business district, it will create a social shared space and a new consumption scene of 'food + social + entertainment + culture'. Build a third place with social attributes to attract people with the same interests and hobbies for internal social and consumer experiences. Deepen and promote the integrated development of 'cultural tourism + other service industries', and do a good job in 'business + tourism', 'performing arts + tourism', 'film and television + tourism' and 'fashion + tourism'. ”

A tandem of a show

The landmarks, characteristic commercial streets, and key business districts of urban renewal, the selection of light and shadow show locations in Changning District is quite ingenious.

According to the relevant person in charge of the Changning District Greening and City Appearance Administration, the main exhibition and performance area uses the lighting facilities and night scene effects that have been built in the first and second phases of the Shangsheng New Institute and the Gemdale Xinhua Road project, combined with the Navy Club, iQiyi Building, Fountain Square and other characteristic attractions, to design small light and shadow shows, creative light and shadow art installations, commercial cultural and tourism performances, brand exhibitions and other activities in the infield area, so as to stimulate the vitality of the venue, gather festival popularity, and enhance the consumption level.

In the two characteristic commercial streets, the light and shadow points are connected through light and shadow art displays, art windows, art sketches, etc., allowing citizens and tourists to immerse themselves in light and shadow. At the same time, Chuangyi SPACE and Yuyuan Public Market located on Yuyuan Road, MIX320 located on Wuyi Road, New Quadrant · Wuyi, Feiyueli (WYSH), and Xinxiuhui will launch small performances and interactive pop-up activities.

The key business districts are located in the Longemont, Raffles City, Zhongshan Apartment and other buildings in the Zhongshan Park business district, and the Huazheng section of Suzhou Creek, East China University of Political Science and Law, and the open and shared section of Wanhangdu Road in Zhongshan Park; Shangjia Center, Nanfeng City, Tianshan Parkson, Golden Hongqiao, Mando Center and other buildings in Hongqiao-Gubei business district, street trees on both sides of Hongqiao Park, Zunyi Road, Loushanguan Road and Maotai Road; As well as the IKEA gathering center in the airport business district, Darong City commercial complex, etc.

The organizer explained the considerations behind the selection of the site: it is necessary to focus on displaying regional cultural and tourism resources, commercial carriers, and public ecological spaces, to show how the region can improve the quality of the urban area through organic renewal, and to express Changning District's in-depth exploration of the integrated development of "business, tourism, culture, sports, and green".

For example, Hongqiao Park, which has been renovated, has attracted a lot of popularity after dark. Last year, Hongqiao Park was renewed on the basis of continuing its history as a children's traffic park, and a new "Hongqiao Source Pavilion" was built. It is a circular gallery with a diameter of 36 meters, and it is also an art installation. Each individual airbag on the gallery can be lit up by a color-changing LED, making it dizzying at night. The surrounding residents were delighted and felt that the quality of life had improved. The renovated park also attracts people to the Hongqiao-Gubei business district where it is located.

For the small and beautiful Changning, the tandem connection of physical carriers is relatively easy to achieve, and the region is more concerned with the fusion behind the tandem. During the light and shadow show, 7 light and shadow micro-trips were carried out simultaneously. According to the relevant person in charge of the Changning District Culture and Tourism Bureau, this light and shadow micro-tour will be combined with the Xinhua Road Landscape Protection Area to show the achievements of urban renewal and the charm of the fashion city to teenagers and parent-child families. The route starts from Shanghai Film City and passes through Panyu Road Xingfuli to Shangsheng · Xinsuo. The content includes the three landmarks of "archaeology", a visit to the light and shadow show combined with picture books and research books, and interactive activities of light and shadow experiments.

Why superimpose micro-travel? The relevant person in charge explained that Xinhua Road is a key area in Changning District to display Shanghai-style culture, with abundant historical and cultural resources. The neighborhood leads the quality of life of livability and happiness through culture, and cultivates the cultural taste of the people's city. Taking the opportunity of the light and shadow show, micro-travel tries to highlight the pursuit of urban beauty, high appearance, and warm expression, enrich the public's perception and sense of gain, and help the light and shadow show continue to release the spillover effect.

Light and shadow show or micro-travel, how to convert traffic into economic increment is Changning's thinking all along. To help the Changning branch of the Light and Shadow Festival, many shopping malls and merchants in Changning have launched benefits and discounts, and citizens can enjoy them with tickets to the Light and Shadow Festival.

Aggregation of a zone

Fusion is never achieved overnight.

Taking the "ticket economy" effect as an example, the relevant person in charge of the Changning District Commission of Commerce explained that the department maintains linkage with cultural tourism, sports, green appearance, market and other departments, and is forming a regular communication mechanism. At the same time, consolidate relevant activity resources, explore the feasibility of cooperating with various consumer entities and key commercial and trade enterprises to promote consumption, and release relevant information on publicity in a timely manner.

From traffic to increment, and then help the construction of characteristic urban areas of international consumption center cities - this is the essence of "aggregation".

According to the statistics of third-party professional institutions, as of June this year, the commercial stock of Changning District reached 1,376,400 square meters, and the per capita commercial area has reached 2.01 square meters, ranking third in the city. With the successive launch of the Shanghai Gathering Center and the Rongqiao Center, it will continue to show growth in the second half of the year and next year. The steady growth of commercial supply has made how to improve quality and efficiency an urgent question.

In the exploration of Changning District, the connotation of "aggregation" has become more and more abundant. It not only points to the two-way rush of the first economy and urban renewal landmarks, but also anchors the mutual benefit and win-win situation of business integration.

In Changning District, urban renewal carriers with historical and cultural heritage, such as Yuyuan Road, Wuyi Road, Shangsheng · Xinsuo, and Haisu C-PARK, have been upgraded to become high-quality commercial landmarks. Different from regular stores, these carriers can provide block green spaces, rooftop shows, and urban parks, creating innovative scenes for the brand's debut. As a result, they are hailed as the world's first new product launch landmarks, maximizing the combination of brand and regional value. For example, in the "Story Store" on Yuyuan Road, the operator explores the possibility of recruiting new local consumer forces such as designer brands and online retail brands to open pop-up stores in the form of "January shopkeepers", so that the scarce commercial resources on Yuyuan Road can become a testing ground for incubating the owner's brand.

Changning District: Ambilight connects the "most friendly fun" in the urban area

In the past summer, relying on the historical districts in the area, the green space along the Suzhou Creek and the space for sports events, Changning District has further amplified the synergistic effect of "green business, tourism, cultural and sports exhibitions". For example, the A.F.A. Rongqiao Center Art and Cultural Space introduced the classic United States performance show "Blue Man Show", which became the first Shanghai Summer Municipal Key Project Publicity and Exposure. Combined with the 8th District Games, sports events have further penetrated into the business district - the Shanghai Rock Climbing League, Enterprise Elite Tennis League and other events have been launched. Activate the new vitality of the park economy through festivals: for example, well-known foreign brands have joined hands with Xiaohongshu to open a fashionable park in Zhongshan Park......

Changning District: Ambilight connects the "most friendly fun" in the urban area

In the synergy of "business, tourism, culture, sports and exhibition", activities and business empower each other. Zhu Hong, deputy director of the Changning District Commission of Commerce, for example, said that in the early stage of planning this year's Changning "Most Hongqiao" Carnival, the District Commission of Commerce and the District Bureau of Culture and Tourism discussed, how could they give real discounts to the audience participating in the grassland music festival? The bracelet equivalent to the "ticket stub" was designed, "We also issued an announcement to remind consumers to keep the bracelet, with these bracelets can enjoy superimposed discounts, parking discounts, shopping discounts, etc. in various business districts in Changning District." At present, Changning District is rich in activities and has a good drainage effect, and as a commercial supplier, we must find ways to make full use of this wave of people."

On the other hand, in recent years, a large number of cultural and artistic performances have entered the business district, which has made businesses feel deeply. Zhu Hong explained that for example, at Shangjia Center, there are children's music and art performances every year; At the beginning of this year, Bailian in the western suburbs also introduced symphony orchestra performances. Nowadays, shopping malls have also discovered new formats - galleries and studios, "which is also an innovation in the consumption scene, and consumers entering the mall are no longer limited to eating or shopping, but an immersive and colorful enjoyment and experience."

Next, Changning District will encourage the "Business, Tourism, Culture, Sports and Exhibition Green" activity to organize enterprises, professional service agencies, social platforms and other business entities to jointly hold commercial marketing, catering and leisure and other consumption promotion activities during the city's large-scale theme activities, and form complementary advantages, mutual benefit and win-win results through brand co-creation and joint marketing.

A circle of vibes

When the big festivals, big exhibitions, and big activities are flourishing in the city, Changning began to discuss deeper problems: how to find the characteristics and play the cultural tourism logo that belongs to Changning District?

At the beginning of September, a different kind of performance was held at the Shanghai Zoo. The Grammy-winning orchestra uses violin, double bass and vocals to perform music related to animal themes. This is the debut of the 2024 Hongqiao Lawn Music Festival and the first event of the "Most Hongqiao" Carnival. The "Most Hongqiao" carnival is one of the cultural tourism logos of Changning. It has been renovated and upgraded from the "Autumn of Hongqiao", which is a long-established cultural tourism festival in Changning District that has lasted for more than 20 years.

Changning District: Ambilight connects the "most friendly fun" in the urban area

Today, Changning District has fully revitalized the resources of municipal-level venues and innovated the content and form of activities. This is not just for one event, in the Changning District Culture and Tourism Bureau's concept, municipal venues such as Liu Haisu Art Museum, Cheng Shifa Art Museum, Shanghai Oil Sculpture Institute, International Dance Center and other municipal venues should play a more key role in creating an artistic atmosphere in the whole district.

In Changning District, art has never been more in the spotlight than it is today. "In recent years, digital Changning has had a great reputation, but many people may not have noticed that the number of art galleries and art-related venues in Changning District is leading the city." At a recent forum, some experts mentioned this. At present, the Culture and Tourism Bureau of Changning District is brewing a characteristic cultural tourism logo belonging to Changning - "the most friendly interest".

Taking Liu Haisu Art Museum as an example, it has a high degree of visibility in the work of great aesthetic education, "In the process of combining with cultural tourism, if the art museum can provide visitors to Changning with an interesting, literary and artistic feeling, and be able to explore the feeling of peace of mind, it will be very interesting." I hope that the museum can tap into this potential, so that more adults can discover and appreciate beauty."

"'The most friendly' refers to the feeling and sense of gain when you come to Changning. Red culture, Shanghainese culture, and Jiangnan culture are interrelated, symbiotic, and integrated, and rooted in ubiquitous daily life. Changning District advocates the diversified integration of 'beauty and beauty', so that people can have a sense of relaxation that can be felt, touched and approached, which is the direction of our efforts. Ye Xiaoying, director of the Culture and Tourism Management Affairs Center of Changning District, believes.

Changning District: Ambilight connects the "most friendly fun" in the urban area