Page 148 - JCAU-6-4

Journal of Chinese
Architecture and Urbanism Emotive architecture in China

show crew approached the local government, hoping to Kong in 1972, took over the area, leading to the opening of
stimulate local tourism by documenting the construction China’s first Apple retail store. Building on this success, from
of distinctive minsu . The author, as the architect, was 2008 to 2019, Swire Properties became known for its “First
7
involved in the project planning. Store ” strategy, attracting over a hundred brands to launch
8
The project’s initiation coincided with a period when their first stores in Beijing and mainland China in Salintun.
many Chinese villages, especially in impoverished areas, Over the past few decades, as Beijing has expanded and
were undergoing transformations under initiatives like internationalized, Sanlitun has grown into one of China’s
the Beautiful Countryside campaign (Liu & Zhou, 2015). most important commercial and cultural centers.
Before participating in this village project, the author had The analysis of these projects’ sociocultural
already engaged in a series of Targeted Poverty Alleviation backgrounds unveils China’s diverse approaches to rural
Village revitalization and transformation plans. These revitalization and urbanization. A comparative timeline
projects aimed to rejuvenate remote historical villages, chart (Figure 4) showcases significant events, highlighting
particularly in the southern minority ethnic areas, where the simultaneous transformations in urban and rural areas.
geographic isolation once provided refuge but later became This chart maps policy shifts and historical landmarks,
a developmental bottleneck as society progressed (Figure 3). tracing the evolution of urban-rural relationships and
As one of the earliest and most well-known impoverished strategic approaches, while emphasizing interconnected
villages, Chixi village is perhaps the most typical and policy changes affecting both areas.
uniquely positioned within such rural settings. Its
transformative historical context provides a comprehensive 4.2. Urban and rural architectural acupuncture in
spectrum of rural revitalization journeys in China. practice

Conversely, the RouTing project in Beijing’s Sanlitun As the broader environment shifts and strategies evolve, they
area showcases the globalization process within China’s manifest as tangible issues in our everyday lives. In practice, the
endogenously developed urban spaces. The history of author’s team approaches each project as a real opportunity to
Sanlitun dates back to the Ming (1368 – 1644) and Qing address specific problems arising from these environmental
(1644 – 1912) dynasties, when it was located on the changes. The two projects included in this study are modest in
outskirts of Beijing. In 1962, the North Embassy District scale: Xiaoxi Jia covers 275 sqm, while RouTing spans just 85
was established there, and during the 1960s and 1970s, sqm. The Chinese philosophical principles of “valuing agility
diplomatic apartments were constructed, gradually and adaptability” (尚轻善变; shangqing shanbian) and “using
transforming Sanlitun into an important community for minimal effort to move heavy weights” (四两拨千斤; siliang
foreign diplomats in China to reside, shop, and conduct bo qianjin) embody the idea of solving problems with wisdom
diplomatic activities. In the 1990s, the area rose to and skill, rather than brute force. This approach parallels the
prominence as a “bar street,” with Sanlitun comprising practice of traditional Chinese acupuncture: treating specific
10 vertical and 12 horizontal streets, densely packed with ailments by stimulating certain points on the body to improve
commercial and service outlets. Sanlitun Bar Street became overall health. In a similar vein, small-scale architecture
one of Beijing’s main nightlife spots, peaking from 1998 to acts like acupuncture needles – through thorough diagnosis
2002. In 2003, the area underwent extensive renovation, and rational planning, minimal construction can yield
creating a unique international-style open commercial significant improvements in social, environmental, and
space that was rare in northern China, leading to changes in economic standpoints in both urban and rural contexts. To
the non-traditional commercial model. Between 2007 and effectively address issues through small-scale architecture, it
2008, Swire Properties, founded and headquartered in Hong is imperative to identify the core problems and pathways to
their resolution.
7 The concept of minsu (民宿), originally driven by travel
needs and cultural curiosity, has evolved in response to changing 8 First Store, or shoudian (首店), typically refers to a
tourism trends and lifestyle changes. China’s minsu industry, brand’s very first physical retail location. It marks the brand’s initial
which began with rural family-run inns and guesthouses in the entry into a new market or specific area and serves as a testing
1990s, has expanded alongside the “rural escape” and “return- ground for its retail concept. The performance of the first store
to-rural” movements. It reflects urban residents’ desires for is critical in assessing the brand’s potential for future expansion.
tranquility, nature, and agrarian experiences, while also catering This initial store sets the standard for the brand’s physical presence
to their deeper needs for spiritual fulfillment and social escape. and customer experience. A first store differs from a flagship
This growing demand has led to the creation of new programs and store, which primarily focuses on creating an immersive brand
functions in rural areas, fostering the development of architecture experience and often involves significant investment to impress
concepts centered on emotional resonance. Along with Xiaoxi Jia, and attract customers. However, a brand’s first store can also be its
many early rural revitalization projects adopted the minsu formats. flagship if it fulfills this broader set of criteria.

Volume 6 Issue 4 (2024) 7 https://doi.org/10.36922/jcau.1606