Today's Yongyuan is famous for its intangible heritage. In 1980s and 1990s, this was the factory building of Sanlu Factory, and the national skin care product Dabao SOD honey was born. In 2003, Sanlu factory was relocated, and Dabao cosmetics production line bid farewell to happiness road completely. In 2065438+2008, Sanlu Factory began to lease and won the bid for the first home purchase. From the map, this old factory building has an excellent location. Although it is only 1.4 million square meters, it is located near the south central axis, only 800 meters away from the Hall of Prayer for the New Year, and there is a century-old building on the north side of the park.
The superior geographical location and historical accumulation make the butterfly here an invisible theme cultural and creative park. During the transformation, the essence of China's gardening was used for reference, and the Beijing-style building "West Four Pailou" was restored in the center of the park. In the design and implementation, traditional crafts such as weaving, embroidery, carving, plastic, carving and painting are combined with architectural transformation, and a large number of frames, screens, bamboo weaving, brick carving and tile structures are used to highlight cultural connotations. In the space of 6.5438+0.4 million square meters, Yongyuan carries a variety of formats such as non-legacy creation, research and development, design, trial production, display, sales, experience and training.
Planted buttonwood, attracted golden phoenix. After the official opening of the park on June 28th, 2009, a number of non-legacy studios, such as Xiangxi Traditional Craft Workstation, Song Porcelain Courtesy Experience Hall, Song Feng Aesthetics, Liyuan Dream and Everything Can be Dished, settled in, and the representative inheritors became space managers.
For a time, Song porcelain, Beijing embroidery, buckle and facial makeup made the park colorful, and visitors and non-genetic inheritors came in an endless stream. Seeing the popularity and talents gathered here, the operators of Yongyuan and the managers of the non-legacy space are not satisfied.
"We are building a platform for intangible innovation and development. We need to change the single mode of non-genetic inheritors entering the studio, find a breakthrough in content upgrading, and solve the pain points of easy operation. " Guo Wei, the head of Gion, said.
In order to support the sustainable development of traditional culture and let the skills of non-genetic inheritors feed back to the park, in July 20021,the cultural industry sector of the Capital Group merged and Yongyuan officially entered the management system of Yuen Long. The new system clarifies the goal of "rejuvenation" of intangible cultural heritage and constantly attracting young consumer groups. The core groups facing Yongyuan Garden are identified as intangible cultural innovation experiencers and ethnic youths born mainly in the 1990s.
At the same time, we will create intangible experience space and consumption scenes in the park, covering intangible+food, intangible+museum, intangible+entertainment, intangible+accommodation and other formats.
In the operation of the park, Yongyuan focuses on the intangible theme, carries out multi-angle development, all-round packaging, online and offline linkage, and uses new media to spread empowerment. It has successively opened up non-legacy live broadcast rooms and characteristic flash spaces with non-legacy studios as the main body, creating a brand-new "interactive" mode of content ecology.
In order to realize the symbiosis of space and content, and create the soil of "non-legacy" life, Yongyuan has set up many salon exchange activities in the non-legacy flash space, and set up non-legacy public welfare courses to link with other non-legacy projects in Dongcheng District.
In the first quarter of 2022, the park held a series of activities, such as "Culture Entering Thousands of Households", "Yuanxiao Elegant Collection, Taking Flowers as Media" and "Paying tribute to women, living for beauty", to help the creation and foreign exchange of intangible works, to continuously plan the exhibition and interactive experience activities of intangible works, and to enhance the visibility of intangible cultural heritage.
Yongyuan is a typical example of the scrapping and utilization of old factories in Dongcheng District. In recent years, Dongcheng District has made use of old factories to make room for the construction of cultural industrial parks, and gradually formed the development model of "Hutong Creative Factory". A number of well-known brands have emerged in cultural industrial parks, and an effective way to transform and utilize old factories has been explored. In addition to creating a non-legacy garden, it has also successfully promoted the completion of a number of cultural industrial park construction projects, such as the Great Mill Wenchuang Garden, Long Fu Temple Wenchuang Garden, Nanyang Sharing International, and Xuelian Highlight Wenchuang Garden.
At present, there are 42 cultural industrial parks in Dongcheng District, with a total area of more than 733,600 square meters and more than 5,600 enterprises, which have achieved good economic and social benefits. In 20021year, the accumulated income of cultural industries in Dongcheng District was1436.3 billion yuan, up1/0.9% year-on-year. The scale and growth rate of the cultural industry remain in the forefront of the city, and the per capita and per capita output value of the cultural industry ranks first in the city. Dongcheng District has become one of the most concentrated and typical demonstration areas for the transformation and development of old factories and cultural industries in China.