Page 74 - JCAU-7-3

Journal of Chinese
Architecture and Urbanism Creative heritage and experiential tourism

pursued by the Tianjin municipality . Renovated in 2008, compared to Wudadao, emphasizing leisure-oriented
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it was initially branded as the “picturesque Italian district” experiences over cultural authenticity (Lu et al., 2016).
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(意式风情区; Yishi fengqing qu) or the Italian Business Park.
In 2009, the district was renamed “New I-Style Town” (新意街; 3.4. Minyuan Stadium: The creative reinvention of a
Xin Yi Jie), with the “I” referencing Italy (Lu, 2017; Marinelli, heritage site in Wudadao, former British Concession
2010a). The redevelopment of I-Style Town is characterized The 18,000-capacity Minyuan stadium dates to the
by a redefinition of its “historic” elements, relying heavily on early development of Wudadao district (1926). Since its
façadism, the brutal expulsion of original inhabitants, and the inception, the stadium has been rebuilt at least 4 times.
transformation of the area into a leisure zone – all of which Despite its historical importance, it was demolished in 2012
have been strongly criticized by researchers (Marinelli, 2010a). and entirely rebuilt in 2014. The new building replicates the
The initial restoration project, which originally involved template of the old stadium, incorporating the architectural
Italian teams in a unique Sino-Italian collaboration, gradually elements of its façades while accommodating recreational,
shifted in the 2010s toward an essentially commercial strategy. tourism, commercial, and cultural functions. It now houses
Initially envisioned as a cultural space, the district was Wudadao Museum, which showcases notable residents of
intended to house Italian-themed galleries, small museums, a the district and highlights the Western lifestyles of the first
historical exhibition center, souvenir stores, and bookstores. decades of the 20 century.
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th
However, over time, it evolved into a tourism and leisure hub. Minyuan Stadium is a flagship facility, a common
Today, the only remaining element that recalls the original feature in several urban redevelopment projects in Western
project is “Cinema Paradiso,” an initiative spearheaded by cities (Lu et al., 2019). It functions as the geosymbol of
Li Yunfei, the original entrepreneur and founder of Tianjin Wudadao, acting as the focal point for visitors. The stadium
International Design Week. Despite the Disneyfication of the corresponds to a new generation of commercial centers,
area, its heritage, reinterpreted in a creative and playful way, transcending traditional retail functions to become a
represents the major attraction of the Italian Concession , “lifestyle space.” These lifestyle centers integrate playful
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which is now one of Tianjin’s main tourist areas. As stated by elements, diverse dining options, leisure facilities, and
one of our informants:
cultural events.
First of all, as a business card of the city, it is very
The rebuilding of Minyuan Stadium was intended to
successful. When a tourist searches for tourist information create tourism services in Wudadao and offer a major
about Tianjin on websites, he immediately finds the Italian- new tourist destination in Tianjin . Alongside Minyuan
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style district. It has become a must-see tourist site in Tianjin.
Terrace and Xiannong Block, the new Minyuan Stadium
On the other hand, we have many regrets; our original is an essential element of Wudadao’s tourism, leisure,
desires have been diluted over time. For example, we and business strategy, skilfully combining new creative
hoped that there would be more art galleries, small elements with its heritage foundations.
museums, and historical exhibition centers and to
make unique souvenirs related to the history and 3.5. “Heritage fantasies” in China House
culture of the district, such as books, records, and Built-in the late 1920s, the China House (also known as the
handicrafts. Similarly, we had to set up small kiosks at Porcelain Museum) was originally the residence of Chinese
the request of the local government, but with the hope diplomat Huang Rongliang (1876–unknown death date). It
of removing them in the future so as not to damage was purchased in 2002 by its current owner, businessman
the range and character of the district. and collector Zhang Lianzhi. Although the building was
Basically, we would anticipate a unique cultural designated as a historic building in 2005, this classification
district and at least three or four public and non- did not prevent the new owner from “beautifying” the
profit points of interest funded by the municipality. building. Initially, the idea was to decorate the façades
However, these ideals could not be completely with porcelain and pottery fragments from the Tang (618 –
preserved and had to give way to economic interests. 907), Song (960 – 1279), and Qing (1644 – 1912) dynasties.
Today, this district has become a kind of food street. However, over time, the project expanded beyond the
(Interview excerpt 3, Entrepreneur of Flight, 2014)
Despite the heavy Disneyfication of the area, the former villa itself. The building is now adorned with dragons and
Italian concession has developed a distinct tourism model organic forms covered in colorful ceramic shards, earning
19 Interview with Li Yunfei, 2016.
16 See Yue Lu’s contribution above on the heritage and tourism 20 CHAI Lesley, “Minyuan Stadium Retail Area, An Emerging
of the former Italian concession. Retail Destination,” Tianjin Property Insight, 2015, https://
17 Interview with Li Yunfei, 2016. www.businesstianjin.com
18 Interview with Li Yunfei, 2016. 21 Interview with a finance consultant, 2018.

Volume 7 Issue 3 (2025) 10 https://doi.org/10.36922/jcau.3703