Page 150 - JCAU-6-4

Journal of Chinese
Architecture and Urbanism Emotive architecture in China

store (Figure 6), a critical venture that could determine the
brand’s market perception. The store’s success hinged on
the strategic selection of the location and innovative design
to draw attention, convey the brand’s essence, and foster
customer loyalty.
Figure 5. Chixi village in 2015, before the Xiaoxi Jia Project initiative. Set in Sanlitun, known as the “First Store harvester” and
Source: Photo by WEI Architects (2016)
a “trendsetter hub,” RouTing faced the distinct challenge of
ingratiating a domestic brand with a clientele accustomed
to international labels.
Nama chocolate, symbolizing Japanese craftsmanship
excellence, transcends mere confectionery to embody
a lifestyle synonymous with quality and emotional
connections. Its elegant packaging and ceremonial
Figure 6. Existing pavilion in 2020, before the RouTing Project initiative. consumption ritual evoke refined beauty and fulfillment,
Source: Photos by WEI Architects (2020) enhancing the sensory experience.
Our vision for RouTing was to create an atmosphere
and “enter” the cheng (城, city/city wall ). This approach fostering intimacy and contentment, guiding customers
9
addressed the poverty in Chixi village by transforming its toward profound sensory engagement. This approach
abandoned historical residences into minsu (traditional contrasted with the prevailing international ambiance,
guesthouses), which would be managed by former which focused on personal moments of pleasure, emotional
villagers. This arrangement allowed visitors from urban identity, and belonging.
areas to stay in and immerse themselves in rural life,
exploring local customs, nature, and ways of life through The ambition of the RouTing project extended beyond
cultural immersion. The revenue from minsus and tourism architectural novelty and traditional retail spaces. It sought
would then benefit the village collective and the rural to create a lasting monument by connecting with urban
10
community. dwellers’ emotions and aligning with the cultural vibe of
the area. In addition, the project encouraged customers to
The Xiaoxi Jia project is a demonstration of this strategy. share their genuine sentiments through social media.
We selected one of the abandoned houses for renovation,
and the entire process and outcome were publicized This innovative positioning signals a shift in consumer
through the media. This project not only showed the local culture, demanding new business models and social
community – initially skeptical of traditional residences interaction spaces as part of urban renewal efforts,
and the strategy’s potential – the viability of the project, integrating both economic and emotional needs.
but also provided publicity for local tourism. Like sowing Whether it is providing an escape from the city for
a seed, this project aimed to initiate development in the tranquility in the Xiaoxi Jia project or offering fulfillment
surrounding area, creating a ripple effect. through intimate sensory experiences in the bustling
Conversely, in the commercial heart of a major Chinese RouTing project, both reflect the pursuit of emotional
metropolis, the RouTing project aimed to establish the First satisfaction amid modernization, echoing ancient Chinese
Store for a local emerging nama chocolate brand. The task philosophical quest for inner balance, the “Oneness of
was to transform a modest pavilion into the brand’s debut Heaven and Humanity.”
These two projects demonstrate how addressing
9 The term cheng (城) in this context is reminiscent of
the central metaphor in Qian Zhongshu’s 1947 novel Weicheng emotional needs at the core of local development can
(围城, Fortress Besieged), one of China’s most significant literary inspire new architectural functions. Simultaneously,
works. The novel frequently uses the imagery of “entering” new functional requirements and operating models can
and “exiting” city walls to explore the paradoxical desires of help projects overcome challenges and expand adaptive
individuals who long for the perceived benefits of what they do strategies in response to external environmental changes
not have, symbolizing broader social and emotional struggles and internal shifts in emotional and cultural values.
(Qian, 2004).
10 In China, rural areas typically operate under a system An approach to architectural design that prioritizes
of collective ownership, meaning that income generated from emotional resonance moves beyond simply applying
such initiatives is allocated to the village collective rather than architectural elements or materials to stimulate the senses
individual villagers. or evoke feelings (Griffero, 2016). In Chinese culture, the

Volume 6 Issue 4 (2024) 9 https://doi.org/10.36922/jcau.1606