Page 73 - JCAU-7-3

Journal of Chinese
Architecture and Urbanism
Figure 5. New I-Style Town
Source: Photo by Lu (2018).
Figure 6. Minyuan Stadium
Source: Photo by Maria Gravari-Barbas (2018).
Figure 7. China House
Source: Photo by Maria Gravari-Barbas (2018).
Terrace has evolved into a vibrant gathering place for
artists, designers, and millennials (Municipal Bureau
of Land Resources and Housing and China Society of
Cultural Relics, 2016). It features Western Style cafés, wine
Volume 7 Issue 3 (2025)
Creative heritage and experiential tourism
and cigar bars, fusion cuisine restaurants, art galleries, and
a museum of traditional Chinese art. The venue also hosts
a variety of cultural activities, blending the neighborhood’s
historical character with cosmopolitan experiences.
Despite high business turnover, this pioneering project
integrating creative activities into historic buildings
was heralded as a success story for Wudadao district.
Following this achievement, THARD launched a second
major initiative in 2013 – the redevelopment of Xiannong
Courtyard, originally the residence of Xiannong Company
employees in the 1920s. This complex was transformed
into a space for creative businesses, leisure, and tourism,
aiming at a young clientele . The design emphasizes
11
the buildings’ Western architectural features, while the
promotional discourse plays on historical values in the
service of creative tourist consumption. According to
THARD: “Xiannong Business and Tourism District has
defined and positioned itself as a lifestyle community.” 12
THARD insists on the cosmopolitan and creative
reinterpretation of heritage: “Fashionable international
elements have been introduced into buildings, and the
use of new materials not only highlights the cultural
dimension of historic buildings, it also attracts new fashion
13
consumers.” The heritage nature of the project is decisive.
Some companies located in Xiannong explicitly align their
brand identify with heritage esthetics, as evidenced by
statements such as: “looking for a Western, romantic venue,
corresponding to their concept—a creative or unique
café” ; “awakening the inspiration of artistic creation.” 15
14
In the case of Minyan Terrasses and Xiannong
Courtyard, heritage restoration was carried out with
care and respect to preserving the original 20 -century
th
architectural fabric. This rather sober and measured
restoration is one of the reasons, or even the main reason,
for the location of creative businesses in Wudadao.
The restored built environment and the creative
development of cultural heritage in Xiannong Block contribute
to the transformation of Wudadao into an urban tourism
destination. Here, “creativity” functions as the new “packaging”
of the historic setting, serving as a storytelling device for the
rebranding and commodification of the old buildings.
3.3. “New Italian-style town”: Urban theming and
Disneyfication
The former Italian Concession is one of the most emblematic
(and decried) examples of urban regeneration policies
11 Interview with Ms Lu Hong, 2016.
12 Signage elements for Xiannong Courtyard.
13 Signage elements for Xiannong Courtyard.
14 Interview, Simple Café, 2018.
15 Interview, Huayou Café, 2016.
9 https://doi.org/10.36922/jcau.3703