在历史之后，为文化设计一种未来

◇ 文 |本刊记者 韩 希 图|刘汪洋

在历史之后，为文化设计一种未来

◇ 文 |本刊记者 韩 希 图|刘汪洋

人们认识一座城市，尤其是一座向上生长的城市，可以依循的方法很多。如何审视和保存属于自己的历史，或许是最接近其内在的一条路径。“工业城市”“红岩文化”“抗战文化”，我们对这些历史留给重庆的种种“遗迹”，如数家珍，满含深情，思考设计着它们的未来。直到一种以北京798为代指、名曰“文创园”的风潮席卷国内各大城市，重庆人盼念着的遗址改建终于找到了汇流的车道。

重庆本土的文创尝试步伐之快，有目共睹，这些实践如何才能经得起推敲和检验呢？

2017年7月8日至9日，来自全国各地的600多名清华大学校友齐聚山城。短短两天，他们涉足国际创客港S1938、特钢厂、磁器口古镇、沙磁巷等地。极度关注的同时，他们也以某种意义上的“局外人”的视角，思考打造具有重庆特色的文创产业生态的路径和方法。

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.

其实，不管是重庆本土抑或国内的文创，很大程度上都定位于实体商业。模式本身无可厚非，问题的关键在于，给文创的实体商业植入什么样的内容？怎么植入？准确地说，为文创的实体商业所植入的“内容”，不单单是商户、业态，最为关键的是文化。

在重庆，文创的实体商业有哪些文化可以有机植入？除了已为外界所认知与接受的美食美景美女，清华校友殷秩松认为应当再增加一个“美文”。用他的话说，“这四美绝对是重庆对全国投资人最大的一个吸引力”。同为清华校友的黄国威，在参观特钢厂厂房时也有类似表达：“只有一座站立起来的城市，才能有这样的气势和姿态。”所以，当行至磁器口时，这里积淀的历史文化深深吸引了他，他计划将自己的阳山书院项目开进磁器口的沙磁巷，“大山大水的重庆更像是个大家闺秀，同时又有一股英武之气，这种双重气质应该通过文创展现出来。”

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.

除了文化内核，文创要发展壮大，对资本的依赖显然是客观存在。不过，资本在向文创靠拢问题上，却显得有些踟蹰。比如，深圳市创新投资集团有限公司西南总经理许翔所在的公司在许多领域都有投资，而文化产业类的投资仅占5%，原因是商业模式始终不够清晰。

所以，人们也在重新思考每年七八百万客流量的磁器口，究竟该如何建立一个更好的模式，以吸引更多的客流，让他们进得来、留得住，还甘愿更爽快地为文创商业埋单？

蓝港集团目前主攻泛娱乐和新零售，新零售涉及场景运营、旧城改造、影视游戏小镇、文旅产品等，也包括单店植入，如“保罗的书店”“民宿实验场”等。其首席战略官钱中华，这次也来到磁器口，“在我们运营的一个小镇项目中，前期规划时就将影视IP植入和场景设计与商业活动打通了，使得项目后期可以持续地围绕IP进行商业运行。沙磁巷正在起步阶段，可以考虑与国内影视项目合作，提前植入，使项目一推出就能具有吸引力。”

在一些人看来，太古里的理念有可借鉴之处，“太古里的成功很大程度上取决于开放式的街区、多个出入口的设计，这种可接近性就是一种对情感要素的把握。”在此理念下，重庆的特钢厂的改造，则可以打“工业设计”牌，跟人们的生活直接衔接。

人们走进各种各样的文创地，最为重要的是留得下来。所以，作为投资人的朱海，希望文创地能打造成一个“两天一夜”的目的地，可考虑将传统文化元素与声光电等新媒体技术结合，生产有互动有创意的产品，吸引年轻消费人群进入文创园中过夜消费。

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