在歷史之后，為文化設計一種未來

◇ 文 |本刊記者 韓 希 圖|劉汪洋

在歷史之后，為文化設計一種未來

◇ 文 |本刊記者 韓 希 圖|劉汪洋

人們認識一座城市，尤其是一座向上生長的城市，可以依循的方法很多。如何審視和保存屬于自己的歷史，或許是最接近其內在的一條路徑。“工業城市”“紅巖文化”“抗戰文化”，我們對這些歷史留給重慶的種種“遺跡”，如數家珍，滿含深情，思考設計著它們的未來。直到一種以北京798為代指、名曰“文創園”的風潮席卷國內各大城市，重慶人盼念著的遺址改建終于找到了匯流的車道。

重慶本土的文創嘗試步伐之快，有目共睹，這些實踐如何才能經得起推敲和檢驗呢？

2017年7月8日至9日，來自全國各地的600多名清華大學校友齊聚山城。短短兩天，他們涉足國際創客港S1938、特鋼廠、磁器口古鎮、沙磁巷等地。極度關注的同時，他們也以某種意義上的“局外人”的視角，思考打造具有重慶特色的文創產業生態的路徑和方法。

There are many methods to acknowledge a city,especially an increasingly prosperous one.To trace the way the city recognizes and preserves its history,perhaps,is a way to inspect its interiority.The history has endowed Chongqing with“Industrial City”“Hongyan Culture”“Wartime Culture”and otherrelics thatwe are familiar with and cherish,and thinking about their future.The reconstruction of cultural sites the Chongqing locals long expected has finally find its way to join the trendy when“cultural and creative industry park”,represented by“Beijing 798 art zone”,sweeping major cities in China.

It is obvious to all that the development of cultural originality in Chongqing is surprisingly rapid.How can the practice pass examinations?

From July8 to 9,more than 600 alumnus of Tsinghua University from all over China paid a visit to Chongqing to make advice for the development of the city.Some of them went to Shapingba District,for an on-the-spot investigation into S1938 Creative Park,Chongqing Special Steel Mill,Ciqikou Ancient Town,Shacixiang and so on.This trip has aroused their thinking from some outsider's view on the methods and strategies to make the cultural industry more characteristic of Chongqing.

其實，不管是重慶本土抑或國內的文創，很大程度上都定位于實體商業。模式本身無可厚非，問題的關鍵在于，給文創的實體商業植入什么樣的內容？怎么植入？準確地說，為文創的實體商業所植入的“內容”，不單單是商戶、業態，最為關鍵的是文化。

在重慶，文創的實體商業有哪些文化可以有機植入？除了已為外界所認知與接受的美食美景美女，清華校友殷秩松認為應當再增加一個“美文”。用他的話說，“這四美絕對是重慶對全國投資人最大的一個吸引力”。同為清華校友的黃國威，在參觀特鋼廠廠房時也有類似表達：“只有一座站立起來的城市，才能有這樣的氣勢和姿態。”所以，當行至磁器口時，這里積淀的歷史文化深深吸引了他，他計劃將自己的陽山書院項目開進磁器口的沙磁巷，“大山大水的重慶更像是個大家閨秀，同時又有一股英武之氣，這種雙重氣質應該通過文創展現出來。”

In fact,both local and domestic cultural creativities anchor in entity business to a large degree.The question is what and how to introduce and implant in this business code; it should not only include commercial individuals or activities,but culture.

As for Chongqing,one of the alumnus YinZhisong said there should be one more beauty on top of the former “three beauties”—beauty of cuisines,landscapes and girls,that is beauty of literature.In his words,“those can be definitely defined as the greatest attraction for investors around China.”Huang Guowei shared similar ideas when he visited Chongqing Special Steel Mill,saying that “Such kind of fantastic vigor and image can be seen only in a developed city.”In that case,Huang decided to introduce his “Yangshan Academy Program”to Shacixiang when he was deeply drawn into the historical culture of Ciqikou Ancient Town.“Chongqing,with magnificent mountains and rivers,looks like a gorgeous lady but with heroic spirits.These two unique characteristics should be highlighted by cultural creativity.”he says.

除了文化內核，文創要發展壯大，對資本的依賴顯然是客觀存在。不過，資本在向文創靠攏問題上，卻顯得有些踟躕。比如，深圳市創新投資集團有限公司西南總經理許翔所在的公司在許多領域都有投資，而文化產業類的投資僅占5%，原因是商業模式始終不夠清晰。

所以，人們也在重新思考每年七八百萬客流量的磁器口，究竟該如何建立一個更好的模式，以吸引更多的客流，讓他們進得來、留得住，還甘愿更爽快地為文創商業埋單？

藍港集團目前主攻泛娛樂和新零售，新零售涉及場景運營、舊城改造、影視游戲小鎮、文旅產品等，也包括單店植入，如“保羅的書店”“民宿實驗場”等。其首席戰略官錢中華，這次也來到磁器口，“在我們運營的一個小鎮項目中，前期規劃時就將影視IP植入和場景設計與商業活動打通了，使得項目后期可以持續地圍繞IP進行商業運行。沙磁巷正在起步階段，可以考慮與國內影視項目合作，提前植入，使項目一推出就能具有吸引力。”

在一些人看來，太古里的理念有可借鑒之處，“太古里的成功很大程度上取決于開放式的街區、多個出入口的設計，這種可接近性就是一種對情感要素的把握。”在此理念下，重慶的特鋼廠的改造，則可以打“工業設計”牌，跟人們的生活直接銜接。

人們走進各種各樣的文創地，最為重要的是留得下來。所以，作為投資人的朱海，希望文創地能打造成一個“兩天一夜”的目的地，可考慮將傳統文化元素與聲光電等新媒體技術結合，生產有互動有創意的產品，吸引年輕消費人群進入文創園中過夜消費。

Apart from cultural core,capital plays an indispensable role instrengthening the cultural creativity.However,the investment is not so active.Xu Xiang,General Manager of Shenzhen Capital GroupCo.,Ltd.of Southwest China,works for a company investing in many areas,while the cultural industry investment accounted for only 5% because of unclear business models.

So,they have been thinking about,as for Ciqikou Ancient Town that welcomes 7- 8 million persons in such a small area each year,how to build a better business mode to encouragemore people to spend more at ease.

Linekong Group runs its major businesson fields of pan-entertainment and new retail such as scene operations,the transformation of the old city,video game town,culture & tourism products and singlestore implant such as "Paul's bookstore" project,"Minsuku trial run”as well.Qian Zhonghua,the chief strategy officer of Linekong Group,came to visit Ciqikou as well.“We have connected the video IP implantation and scene design with commercial activities in the early planning of a small town project,so that the IP business could be at the forefront of the operation launched later.As for Shacixiang,you can consider cooperating with the domestic film and television projects in the early stage to make it attractive as soon as it opens to public.”Qian says.

For some,Chengdu's Swire is a classic example.“Its success comes from open blocks and multiple entries and exits.This easy accessibility could firmly catch visitors.”Based on the idea,the transformation of special steel mills could do an "industrial design" with its content directly linked up with people’s life.

To make travelers stay in various Cultural and Creative Industry Parks matters most.Investor Zhu Hai proposes to produce interactive and original productsby combining traditional cultural elements with new media technologies such as Acoustic-Optoelectronics,so as to attract people with purchasing power to stay overnight and spend moneyat these sites; that is to make a "Two days and one night" destination.

Design the Future of Culture When History Passed

Article | Han Xi Pictures | Liu Wangyang