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Cultural tourism is cultural tourism-real estate is real estate

In China's cultural tourism real estate projects, most of them have the following structure: an antique commercial street (village) or a theme park, which is the "cultural tourism" part, and a large residential, commercial and tourism building complex built in an orderly manner next to it, which is the "real estate" part.

This kind of cultural tourism + real estate layout has clear-cut divisions of form and functional areas, and fails to achieve an overall sense of organic unity and integration. Therefore, it is suspected of being disguised as "cultural tourism" but actually engaged in "real estate".

To sum up, the above practices are:“Cultural tourism is cultural tourism, and real estate is real estate.”

Design to break the mold

The success of a cultural tourism project depends on many factors: accurate city and market positioning, strong operational capabilities, excellent design, etc. Here, we focus on design, excellent design, and how to break the above-mentioned stereotypes:

Design not only integrates “real estate” into a part of “cultural tourism”;

Design also makes "real estate" an extension and regeneration of the "cultural tourism" context;

Design makes "real estate" the explosion point of "cultural tourism"!

Good design can not only change the existing stereotypes, but also bring huge traffic. For cultural tourism real estate projects, a good design is a "good strategy" that kills two birds with one stone!

In summary, our design strategy is:“Real estate is cultural tourism”。

Real estate is cultural tourism

The "real estate" part is usually huge in size, and everyone thinks it is unnecessary and impossible to integrate it into the traditional cultural and tourism settlement.

However, the emergence of a project in Xishuangbanna has made our wish come true. This project is"Gaozhuang Xishuangjing"！

"Gaozhuang Xishuangjing is a Dai language, which means "Nine Towers and Twelve Villages" in Chinese. It aims to recreate the ancient splendor of Jinghong (the capital of Xishuangbanna) and create a prosperous city within a city. Gaozhuang Xishuangjing is adjacent to the Lancang-Mekong River and is located at the gateway of Xishuangbanna. The project covers an area of ​​2,000 acres and took 15 years to build. It is the first stop for tens of millions of tourists arriving in Banna."

"Here are the coolest buildings, bustling night markets, and delicious food, beauties, and beautiful scenery from all over the world, making Gaozhuang the most beautiful and fashionable resort in the Mekong River Basin. There are all kinds of theme hotels, resort hotels, Dai-style elegant residences, and Southeast Asian-style inns scattered all over the place. There are theaters, performance venues, and stages with singing and dancing. As a new landmark and tourism benchmark in Banna, Gaozhuang has risen rapidly and become popular throughout the country!"

Gaozhuang Xishuangjing also created several phenomena:

A national tourist destination was built on a pile of building materials on the edge of a city.

A barren mudflat by the river has become a check-in destination for beautiful internet celebrities from all over the country.

A real estate project has changed the tourism landscape of a city and even a province.

Exploration and practice of "real estate is cultural tourism"

Before Gaozhuang Xishuangjing, we mainly engaged in the architectural design of traditional real estate and accommodation. On the basis of ensuring its practicality and economy, we have always insisted on the exploration and creation of contemporary local style architecture:

“We have been committed to the design of this land, with roots, stems, branches and leaves, so that the fruits of hard work and ingenuity can reveal the fragrance of this land.”

Deconstructed Lingnan/ Flowers in the Rainforest/ New Diaolou

Angkor Thom/ Stone Forest and Flower Valley/ Reconstruction of Taiding

Totem of the Wa people/ Totem of the rain forest/ White wall with beams

It is this persistence that allows us to explore a way to break the conventional pattern of cultural and tourism real estate.

What is about to be displayed are six groups of large-scale cultural and tourism real estate buildings with unique styles in Gaozhuang Xishuangjing. The business types include accommodation, residence, commerce, etc., which are collectively referred to as "cultural and tourism complexes" to explore the strategy of "real estate is cultural tourism".

1. The imperial city surrounded by water and mountain fortresses - Mekong River Jinglan Hotel

2. Jingzhen Three Towers - Jingzhen Village Cultural Tourism Complex

3. Angkor on the top of Tai Mountain - Jingdong Village Cultural Tourism Complex

4. Myanmar osmanthus in the Dai village - Jingkuangzhai Cultural Tourism Complex

5. Twin flowers in the rainforest - Jingzaizhai Twin Towers Cultural Tourism Complex

6. Peacock-Jingdaizhai Cultural and Tourism Complex

The four essentials of “real estate is cultural tourism”

01

One of the key points of “real estate is cultural tourism”

“Break the whole into parts, intersperse and integrate”

As mentioned above, the first thing we need to do is to break the conventional centralized layout of "culture and tourism" and "real estate" operating independently, break the "real estate" part into parts, and integrate it through form cutting and interweaving of business formats, so that it is scattered among the "culture and tourism" settlements. Such a community form and spatial level are richer, with high and low levels, which not only has the sentimental experience of traditional blocks, but also creates more possibilities and space for cultural regeneration, giving tourists more unexpected surprises!

Case 01

Myanmar osmanthus flowers in the Dai village——Jingkuangzhai Cultural Tourism Complex

The project is located in Gaozhuang Xishuangjing, a famous tourist attraction in Xishuangbanna, and is the core project of Gaozhuang Phase III.

The land plot is surrounded by thousands of acres of old and new Dai villages with a strong ethnic atmosphere. It is crucial to connect the commercial traffic within the project with the traffic of the surrounding villages, and to integrate several large-scale buildings of hundreds of meters with the surrounding small-scale villages, while at the same time establishing the value of the land plot and becoming a new business card for Banna City.

general layout

According to the product suggestion, we first“Break the whole into pieces”The complex with four high-rise buildings is divided into two parts and arranged on the east and northwest sides of the base. Some inns with similar village textures are freely arranged in between, so that the texture of the surrounding villages can be extended, and the streets of the surrounding villages can also be naturally extended. A sunken central square, Tallinn Square, is reserved at the intersection of the north-south and east-west traffic lines, so that people from the surrounding villages can flow in naturally and gather here.

Urban texture and pedestrian flow map

Talin Square is a public space with rich layers, from the multi-line streets on the ground floor to the leisure terraces on the edge, to the central commercial square and then connected to two commercial atriums, providing citizens and visitors with a rich entertainment and leisure space. The tropical green plants, Dai pagodas and surrounding Dai-style inns together create a strong exotic atmosphere.

Tallinn and Leisure Terrace Square

Dai Stage

At the same time, on the stage in the center of the square, Dai dancers dance to the melodious Dai music every day, attracting passers-by to stop and watch.

As one of the city flowers of Jinghong (the capital of Xishuangbanna), we drew inspiration from its beautiful form. The tower body rises and progresses in the form of a stepped terrace, creating an upward gathering effect. Several "petals" at the four corners first unfold from the base and then gather upwards, converging at the top, forming a concise and unique form like the "Myanmar Osmanthus". Several "Myanmar Osmanthus" are scattered at different heights and sizes, full of changes and vitality, and complement each other with various Dai-Thai roofs and various "component buds" around, just like the vigorous growth of many plants in the rainforest.

Case 02

The Imperial City Surrounded by Water Villages and Mountain Villages——Mekong River Jinglan Hotel

The project is located at the intersection of the Lancang River (Mekong River) and the Caiyang River, across Peacock Avenue. It consists of two slab buildings, a five-star hotel, a hotel apartment and its huge podium. Due to the large size of the ground floor commercial building, we“Break the whole into pieces”, divided into three major parts: "Water Village", "Mountain Village" and "Imperial City". They each have their own characteristics, but their forms and business formats are closely linked.

"Village": the commercial part of the complex, initially positioned as a large commercial complex, covering a wide range of functions: water entertainment world, Southeast Asian small commodity trading market, Shanlin Grand Theater, Muay Thai gym, large entertainment city, seafood restaurant, etc. Such a large box is closely connected to the villages on the east and west sides, and the huge volume is bound to cause a huge sense of oppression on both sides, greatly destroying the experience of the traditional village.“Break the whole into pieces”, cut into multi-unit sloped "villages", built around the large-scale podium, so that it can be organically integrated with the surrounding villages.

Each cottage in the "village" continues the commercial business formats on both sides, allowing tourists to naturally wander between the village and the "village".

“Mountain Village, Water Village” floor plan

Shanzhai Commercial Podium

Mountain village gatehouse/ Mountain village steps

Mountain village steps/ Mountain village temple

"Water Village": It consists of two parts: the scene-based waterfront duplex villas on both sides of the Caiyang River in the north, and the floating market along the Mekong River in the south. The distinctive waterfront duplex villa area in the north is based on the Thai bar business. It builds duplex villa characteristic bars, restaurants, MIX slow rock bars, SPA Thai spa and other businesses along the riverside. The super-large water-friendly outdoor tables and three-dimensional space structure form a scene-based experience with a very exotic style.

The Caiyang River waterway passes under the hotel and connects to the floating market in the south. Boating vendors shuttle between the cruise ships, selling all kinds of special items. The criss-crossing waterways, the waterside villages on both sides, the swaying houses, the colorful ethnic goods, and the dazzling array. When night falls, the lights are bright, and the prosperity of the world gathers here.

Dieshu Water Village on Caiyang River

Mekong River Six Countries Water Village

"Imperial City": It consists of two hotel and apartment buildings, with nearly 800 rooms in a unique Southeast Asian style. The entire building adopts an original castle style that combines European and Dai styles. The fort is built with a Dai-Thai style double eaves, decorated with the city flower of Banna - Osmanthus fragrans, highlighting the unique ethnic culture and exotic customs of the Mekong River Basin. The temperament of the entire imperial city is unique and elegant, yet magnificent and unforgettable!

Royal City Hotel

02

The second key point of “real estate is cultural tourism”

“Deconstruction and Reconstruction, From the Old to the New”

In China, every piece of land is rich in traditional culture, and the architectural culture of each place has its own style and characteristics. Cultural tourism buildings need the nourishment of the unique culture of each place: we deconstruct these regional shapes and traditional decorative symbols, and then re-combine and construct them, taking the essence and making them more extensive, drawing on the strengths of many, so that the buildings are more detailed, more exquisite, more gorgeous, more solemn, and more historical. We hope to establish a cultural connection and a new presentation of local characteristics between history and reality, architecture and environment.“New from the old”。

Case 01

Angkor on the top of Tai Mountain——Jingdong Village Cultural Tourism Complex

Jingdongzhai Cultural Tourism Complex is the first project of the third phase of Gaozhuang Project. It is adjacent to Xuanwei Avenue in the north, the traditional village of Mandou Village in the west, Jingbao Village in the east, and Jingkuang Village in the south. We use Tallin Avenue and several auxiliary roads to cut the entire complex into several groups of small and medium-sized blocks. Four neoclassical towers of different sizes stand on top, forming a landmark building complex at the northwest entrance of Gaozhuang.

The design of the project is inspired by the unique local "bamboo shoot tower". Four buildings of different heights are stepped back layer by layer, and the top is decorated with tower-like decorations. The edges are decorated with classical eaves and the exterior walls are painted in earthy yellow, presenting a simple ethnic style like the "Angkor Tower".

The north entrance to the Tallinn Sunken Plaza is the main entrance leading to the large commercial area on the underground first floor from the city's main road. The surrounding structures are covered with decorative totems based on rainforest elements - the Lotus Tower and the Elephant Flower Tower, shaping the scene into a forest kingdom full of tropical fantasy.

Along the central axis of Tallin Avenue, the columns, eaves, windowsills and other places on the skirts on both sides are decorated with a large number of local animal and plant totems, making it full of the style and vitality of the tropical rainforest, allowing tourists to feel the unique atmosphere of the tropical rainforest at all times.

We hope to give the buildings vitality: the towers are staggered in height, growing vigorously like plants in a rainforest, and the state of all things competing makes the buildings full of the unique charm of this land - "they grow out of this land."

The blue rooftop swimming pool and the red elephant tower sculpture form a beautiful scene and have become a popular spot for tourists to take photos and check in.

Case 02

Jingzhen Three Towers-Jingzhen Village Cultural Tourism Complex

Jingzhenzhai Cultural Tourism Complex is adjacent to Peacock Avenue in the north and Mekong River Family Business Circle in the west. It is a commercial complex with three 100-meter-high towers. Its architectural style and business format are a continuation of Mekong Jinglan Hotel.

The planning of the entire complex is based on the concept of "Three Lotus Towers on the Dai Village". We "break the whole complex into parts" and divide the huge commercial podium and high-rise towers with "one vertical, four horizontal and one village center" streets, and divide them into "village" groups consisting of single-family inns, jewelry stores, furniture malls, handicraft markets, etc. The three towering white towers in the middle of the village are like three white lotuses rising from the ground above the village!

Main Person Action Line Diagram/Structural Analysis Diagram

Various shops with similar village textures are freely arranged along the streets, allowing the streets of surrounding villages to be naturally extended, allowing people from surrounding villages to flow in naturally. Tourists walk up the steps along the criss-crossing village streets and experience the unique style of the Dai village.

The design of the three high-rise towers is inspired by the local "Lotus Platform". The tower body's stepped terraces outline a graceful contour, with blooming "white lotus petals" growing out every few floors. The top of the tower adopts a Dai-Thai-style double-eaved design, decorated with flower-shaped decorations, highlighting the local ethnic characteristics.

The three towers are designed by deconstructing the traditional lotus platform and recombining it with new components. The overall image is classical and elegant, standing gracefully above the Dai village, growing and blooming on the banks of the Mekong River!

03

The third key point of “real estate is cultural tourism”

“Exploring roots and veins, abstract fantasy”

Every piece of land has a long and everlasting culture. The same is true for architecture. It is rooted in different lands, receives different rain and nutrients, and grows into various shapes and details. Our architectural creation is to explore the roots in the fertile soil of different cultures, combine contemporary lifestyles and technologies, and inherit and create new local (architectural) culture. Using simplified or freehand methods, abstract classical architectural elements or symbols are cleverly integrated into the architecture, so that the classical elegance and modern simplicity are cleverly combined, giving birth to a unique and fantastic presentation.

Case 01

Twin flowers in the rainforest - Jingzaizhai Twin Towers Cultural Tourism Complex

Jingzai Village Shuanghua Tower Cultural Tourism Complex is located in Jingzai Village, Xishuangjing, Gaozhuang, and is adjacent to the Lancang-Mekong River to the south. The project includes two towers, including the Yunduoman Road Hotel, and a multifunctional podium building seamlessly connected to it. It includes an international style commercial area integrating theme dining, specialty shopping, leisure and entertainment. The rich business formats will provide an immersive experience for all travelers.

The facade we designed for it uses an organically generated bionic form to give the project dynamic potential and infinite vitality. The bold design makes it form a tacit echo with the surrounding buildings.

As a key project of Gaozhuang Xishuangjing Phase III, it must meet the basic requirements of real estate projects and the core needs of cultural tourism projects - "the embodiment and carrier of regional (ethnic) culture". Inspired by local culture, we created a bold and unique architectural form in a sculptural way, which organically integrates with the surrounding environment (whether high-rise buildings or Dai villages), forming an important part of the unique urban skyline of Gaozhuang Xishuangjing on the Lancang-Mekong River, and becoming one of the most distinctive landmarks in Xishuangbanna.

Our design inspiration comes from the traditional Thai religious architecture: the "enthusiastic momentum of all things competing" full of rainforest atmosphere. The facades of the two hotel towers are mainly composed of growing petals. Several white "leaves" are "born" at the four corners of the two heavy main boxes. The "leaves" turn upwards and meet at the top at right angles. In between, large petal-shaped balconies grow interspersed, forming a group of "rainforest wonders" like branches and leaves, flowers, and fruits. Together with the surrounding towers of the same shape, they form a unique urban landscape like the growth of all things in the rainforest!

Architecture is the interface of the city, especially in a city with strong ethnic characteristics, it can reflect the uniqueness of the region and best represent the temperament of the city. As a cultural tourism real estate project, our creation hopes to break the dullness and sameness of general real estate projects, adhere to the cultural context, and explore the corresponding materials and forms on the basis of focusing on economy, creating a tangible and spiritual presentation, so that the project can become a beautiful and unique city totem of the local area (Xishuangbanna)!

Case 02

Peacock-Jingdaizhai Cultural Tourism Complex

The project site is located at the westernmost end of Xishuangjing, Gaozhuang, with a long and narrow terrain. We planned three buildings, two slabs and one tower, lined up in a row, rising from the ground, just in time to overlook the beautiful scenery of Gaozhuang and the Lancang River and Mekong River. The design of the three buildings is based on the mascot "peacock" of Banna. The total height of the super high-rise building in the middle is 199.9 meters.

In the hearts of the Dai people, the peacock is the kindest, smartest, most freedom-loving and peaceful bird, and a symbol of auspiciousness and happiness. The architectural shape uses the element of "peacock", which is interdependent and dancing with its tail raised, implying the most beautiful and romantic love story in the gentle Dai village.

The curved outer shape of the entire building is directly cast with concrete beams. In terms of the facade texture, the concrete beams of each balcony are decorated with extremely concise black and white lines to organize the abstract and graceful feathers of four peacocks. The curving and smooth feather lines have a very modern abstract beauty, which looks like a group of blooming flowers and a dancing peacock. It blends naturally with the thousand-acre ancient village group in front, forming a group of unique urban totems of the Dai village!

When night falls, the "feathers" on the fan sparkle and bloom, bringing a gorgeous scenery to the night of Xishuangbanna.

The rich texture and complex structural features give this building vitality. In Xishuangbanna, Peacock Building will stand in the most beautiful "posture", showing its unique architectural charm.

04

The fourth key point of “real estate is cultural tourism”

“Outstanding and beautiful”

Cultural tourism is a behavioral process of experiencing and perceiving different cultural contents through tourism, aiming at seeking cultural enjoyment. Iconic cultural tourism buildings are the most important elements in constructing tourism scenes, such as the Sydney Opera House, the Burj Al Arab in Dubai, the Petronas Twin Towers in Kuala Lumpur, etc. These buildings have strong regionality and uniqueness, outstanding temperament, beautiful proportions and shapes, and have become world-famous urban landscapes and tourist destinations. A cultural tourism project requires a group or array of buildings with such temperament - a scene composed of "outstanding and beautiful scenery", which becomes the most beautiful and unique totem and scenery of the project and even the city!

“Outstanding”, is the characteristic derived from each local traditional culture. In addition to providing the basic needs of modern life, cultural tourism buildings also need to undertake the mission of inheriting local culture. It is precisely this mission that requires the temperament and image of cultural tourism buildings to highlight the regional (national) characteristics, making it different from most homogeneous modern urban buildings and landscapes, making it a symbol that can represent the temperament of this city, and creating a group of explicit presentations that are rich in regional characteristics and have both form and spirit.

"Beautiful scenery"：Only the creation of beauty can become a landscape. In addition to extracting unique construction from traditional culture, what is more important is that when recreating, whether it is "new from the old" or "fantasy abstraction", we can capture their most beautiful parts: beautiful proportions and details, and then reconstruct and shape them.

These buildings, and the beautiful scenes built around them, will become the most unique and beautiful IPs of tourist destinations, and an important engine for attracting fans and consumer traffic. A successful IP can bring a steady stream of traffic and vitality to tourist destinations.

Internet celebrity check-in spot

Whether a current cultural tourism project can become a "net celebrity check-in spot" has become an important indicator of the success of the project. In the era of the Internet, "net celebrities" represent the source of traffic and are also the guarantee for the project to have strong vitality! To become a net celebrity check-in spot with its own traffic, there are only two points: one, super beautiful visual impact; two, superb content and service experience. The former brings in, and the latter lasts for a long time!

The main emphasis here is on the magic of design. Excellent design produces beautiful visual effects. Our design strategy can be briefly summarized in four words: "integration-new-strange-beauty"! The "integration" of interweaving and fusion, the "new" of the old and the "strange" of abstract fantasy, and all of them have outstanding "beauty"! Many times, people check in because of the super beautiful visual effects, so-called:

UI.

The world's cultural tourism is all about beauty!

About Gangya Design

Guangzhou Gangya Architectural Design Co., Ltd. (hereinafter referred to as GAAD), established in 2010, is a design agency that creates local architecture based on local culture and uses practical and economical construction technology as a means. Our company focuses on the research and creation of local architecture, regional architecture and national characteristic architecture, and strives to explore the roots of local architecture and build contemporary architecture belonging to that land through deconstruction and reconstruction.

GAAD's projects are mainly cultural tourism and commercial real estate. In many project practices, we have tirelessly explored and studied local culture and architecture. Through the design concept of "the most ethnic, the most original, the most natural, and the most harmonious", we have completed the planning and design of a large number of cultural tourism new cities: among them, "Gaozhuang Xishuangjing", the first of the nine major tourism real estate projects in Yunnan Province, Kunming Airport "World Yunnan" Cultural Tourism City, Dali Shanhai-Huabin "Wind City" Scenic Area, Chongqing China-Myanmar Southeast Asian Style Town, Dongguan Mayong Lake Resort Town, Moding Lake Edinburgh Town, Moding Lao Ancient City, Moding Naga River Six Kingdoms Mystery City, etc.

Gaozhuang Xishuangjing has become one of the city images of Xishuangbanna Prefecture with its magnificent and unique architecture and rich ethnic customs. It was rated as a "National 4A-level Tourist Attraction" in 2018. The Mekong River Starlight Night Market is also set against the backdrop of Gaozhuang's unique architectural style, making it known as "the largest and most beautiful night market in Asia". Recently, it was awarded the title of the only "National Tourism and Leisure District" in Yunnan Province by the Ministry of Culture and Tourism of China.

GAAD is currently a team of professionals who are passionate about architectural design. Drawing on the internationally popular architectural design framework and management experience, in line with the corporate spirit of integrity, innovation, cooperation and win-win, we are committed to building a design team that is innovative, skilled in technology and superior in service.

GAAD will also transcend its traditional role, stand at the forefront of social progress, and enthusiastically work with clients who share the same ideals as us to realize our "architectural dream"!

Company website: http://www.gaad.com.cn

Business contact: 18102716082, 18102715607 (Mr. Lin)

Real estate development: Yunnan Haicheng Group

Project operation: Yunnan Jinglan Cultural Tourism

Strategic planning: Zhigang Think Tank

(Part of the above pictures are from the Internet. If there is any infringement, please contact us to delete them.)