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Creative precinct set to make its debut
By Zhao Ming and Xu Wenwen |
September 30, 2009, Wednesday
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Print Edition
Print Edition
A messy commercial area has been transformed into a slick creative arts and retail area with local government and design institute support, Zhao Ming and Xu Wenwen report.Zhongbei Creative Block on Zhongshan Road N., which is also known as "Royal Street of the Southern Song Dyansty (1127-1279)," will partially open on the National Day holiday.
Distinct from the creative park or creative street, the area not only covers a large zone like the park but also lies in the urban area of the city. Zhongshan Road is the backbone of the block, which also includes every adjacent street, such as Tianshui Lane and Baijingfang Lane.
The project was launched by the Xiacheng District government and the China Academy of Art in Hangzhou last year
The block is intended to consolidate the messy and disjointed commercial precinct into a fashionable, metropolitan and spectacular one.
Zhongshan Road N. is the axis of the Creative Park, bounded by Zhonghe Road in the east, Yan'an Road in the west, Qingchun Road in the south and Huancheng Road N. in the north.
The block, covering 1.2 square kilometers, is divided into three sections.
The first extends from Qingchun Road to Fengqi Road and focuses on visual spinoff products as well as DIY creative products for the younger generation, such as cross-stitching or pottery.
"Hangzhou has antique markets and art galleries that are usually for middle-aged and older people. Therefore we have introduced DIY traditional handicraft stores to increase the interests of young people in Chinese traditional culture," says Yu Jian, landscape planning group leader and professor of the China Academy of Art.
As well, the handicraft stores give continuity to the skill and diversify the types of products.
"Kids all like dolls and want to own a unique doll. A doll store can teach them how to design dolls in the first week and keep on teaching them the next week which clothes to choose and how to tailor them," explained Ding Qiang, general counsel of the commercial format planning group.
"Then in the third week, they can stuff the dolls and sew buttons as eyes so the kids can have their own doll, a mixture of Barbie and Ultraman.
"The store can design dolls for every kid so they don't have to buy the same styles," he adds.
Former residence
The second section extends from Fengqi Road to Tiyuchang Road. and it's an area for design studios.
Being an old urban part of the city, this block features the former residence of John Leighton Stuart (1876-1962) on Yesutang Lane, (near the intersection of Tiyuchang Road and Zhongshan Road M.).
Stuart was the first President of Yenching University and later US ambassador to China. A Church of Christ is adjacent to the residence and Hangzhou Catholic Church is at 415 Zhongshan Road N.
Around the two churches and the recently renovated residence, design studios, advertising companies and creative products shops are building up.
Thus "the regional brand and value is improving, which clears up the clutter in the block and benefits both residents and the government," says Yu Weizhong, planning executive and general manager of Creative Industry Development Co of China Academy of Art.
Zhongda Square, adjacent to Zhongshan Road N., is oriented toward leisure for local citizens.
It will give folk art shows now and then, and the Baijingfang Lane opposite will be a snack pedestrian area in the future.
As well, the Beiguan Night Market, which was situated north of Wulin Square in the Ming (1368-1644) and Qing (1644-1911) dynasties, will be reproduced in Baijingfang Lane.
The third section starts at Tiyuchang Road and finishes at Huancheng Road N. It is in this area that modern digital technology and the creative trades will find their home.
For digital technology, a 3D experience center has been built and work will start soon on the Zhejiang Information Building.
To develop and protect the creative trades in Hangzhou, the district government has established a method for protecting intellectual property rights.
Rights holders and researchers can exchange information, apply for an agency, assess the property, ask for legal aid and safeguard legal rights by giving tips.
"The creative trades can help convert the street out of nothing into something, and it can turn stone into gold," says professor Yu.
"To protect intellectual property rights is equal to respecting the rights' holders which is not well done in China and consequently results in a number of copied products."
To improve the variety of existing stores along the road, the China Academy of Art sent in groups of postgraduates to help.
Every group is allocated to certain stores. They help to redesign the logo and shop front for less money than the store owner would normally be charged.
This helps keep down the cost of goods for sale, a specific aim of the organizers.
"Some stores are starting from zero, so they need to attract customers with cheap prices," says Yu. "And we are planning to attract more stores into one high building and set up a digital net for them on Taobao.com (an online shopping marketplace of China).
This will enable local people to first check the goods on a computer and then pick them in the building.
"So buyers can shop in one building rather than along a street. Consequently space is saved, the rent is lower and the prices are reasonable too," he says.
Distinct from the creative park or creative street, the area not only covers a large zone like the park but also lies in the urban area of the city. Zhongshan Road is the backbone of the block, which also includes every adjacent street, such as Tianshui Lane and Baijingfang Lane.
The project was launched by the Xiacheng District government and the China Academy of Art in Hangzhou last year
The block is intended to consolidate the messy and disjointed commercial precinct into a fashionable, metropolitan and spectacular one.
Zhongshan Road N. is the axis of the Creative Park, bounded by Zhonghe Road in the east, Yan'an Road in the west, Qingchun Road in the south and Huancheng Road N. in the north.
The block, covering 1.2 square kilometers, is divided into three sections.
The first extends from Qingchun Road to Fengqi Road and focuses on visual spinoff products as well as DIY creative products for the younger generation, such as cross-stitching or pottery.
"Hangzhou has antique markets and art galleries that are usually for middle-aged and older people. Therefore we have introduced DIY traditional handicraft stores to increase the interests of young people in Chinese traditional culture," says Yu Jian, landscape planning group leader and professor of the China Academy of Art.
As well, the handicraft stores give continuity to the skill and diversify the types of products.
"Kids all like dolls and want to own a unique doll. A doll store can teach them how to design dolls in the first week and keep on teaching them the next week which clothes to choose and how to tailor them," explained Ding Qiang, general counsel of the commercial format planning group.
"Then in the third week, they can stuff the dolls and sew buttons as eyes so the kids can have their own doll, a mixture of Barbie and Ultraman.
"The store can design dolls for every kid so they don't have to buy the same styles," he adds.
Former residence
The second section extends from Fengqi Road to Tiyuchang Road. and it's an area for design studios.
Being an old urban part of the city, this block features the former residence of John Leighton Stuart (1876-1962) on Yesutang Lane, (near the intersection of Tiyuchang Road and Zhongshan Road M.).
Stuart was the first President of Yenching University and later US ambassador to China. A Church of Christ is adjacent to the residence and Hangzhou Catholic Church is at 415 Zhongshan Road N.
Around the two churches and the recently renovated residence, design studios, advertising companies and creative products shops are building up.
Thus "the regional brand and value is improving, which clears up the clutter in the block and benefits both residents and the government," says Yu Weizhong, planning executive and general manager of Creative Industry Development Co of China Academy of Art.
Zhongda Square, adjacent to Zhongshan Road N., is oriented toward leisure for local citizens.
It will give folk art shows now and then, and the Baijingfang Lane opposite will be a snack pedestrian area in the future.
As well, the Beiguan Night Market, which was situated north of Wulin Square in the Ming (1368-1644) and Qing (1644-1911) dynasties, will be reproduced in Baijingfang Lane.
The third section starts at Tiyuchang Road and finishes at Huancheng Road N. It is in this area that modern digital technology and the creative trades will find their home.
For digital technology, a 3D experience center has been built and work will start soon on the Zhejiang Information Building.
To develop and protect the creative trades in Hangzhou, the district government has established a method for protecting intellectual property rights.
Rights holders and researchers can exchange information, apply for an agency, assess the property, ask for legal aid and safeguard legal rights by giving tips.
"The creative trades can help convert the street out of nothing into something, and it can turn stone into gold," says professor Yu.
"To protect intellectual property rights is equal to respecting the rights' holders which is not well done in China and consequently results in a number of copied products."
To improve the variety of existing stores along the road, the China Academy of Art sent in groups of postgraduates to help.
Every group is allocated to certain stores. They help to redesign the logo and shop front for less money than the store owner would normally be charged.
This helps keep down the cost of goods for sale, a specific aim of the organizers.
"Some stores are starting from zero, so they need to attract customers with cheap prices," says Yu. "And we are planning to attract more stores into one high building and set up a digital net for them on Taobao.com (an online shopping marketplace of China).
This will enable local people to first check the goods on a computer and then pick them in the building.
"So buyers can shop in one building rather than along a street. Consequently space is saved, the rent is lower and the prices are reasonable too," he says.
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