The Research On Experiential Shopping Space Design In Cultural Industrial Park

It is difficult to renewing the traditional districts in Chinese cities if they once have experienced a failure of transformation.Taking ‘Hutong’ in Beijing as an example,the original problem is the unclarity of property right,and it results in other issues like immigration of residents,industrial homo geneity,and the loss of traditional culture.We have no reason to expect that the government will recover property rights through a large amount of finance aid,so another way to solve these issues is explored in this study.The study try to renewing traditional districts by introducing an ideal of experiential shopping into them.Through transforming traditional districts into cultural industrial park,commercial behavior called ‘experiential shopping’,which based on the traditional cultural experience i n old districts,will be insert into the area.The new behavior will revitalize districts which has little residents for unsuccessful renewing projects in the past.The background of the study is composed by theories in old city renewal,experiential economy,consumer psychology and behavior;practical projects of experience shopping space of Cultural industrial park;and basic data as natural geography,historical and cultural,commercial development,architectural features in typical areas(Dashila and Xianyukou Alley).The detailed data of typical areas is got by field research,conference records and network research,includes the vitality of the districts,the characteristics and use of commercial buildings.Then a design process which includes the characteristics,existing problems,design principles,design strategies and specific measures of the experiential shopping space is created by the comparison between the two typical areas.The design process is applied in a practical project called Beijing National Intangible Cultural Heritage Exhibition Park.The thesis has five chapters.The first chapter is an introduction of the research,which describes the background,the course,the purpose and meaning.The related items,concepts,objects and scape of the research are also defined in this chapter.The basic research frame and methodology is concluded from related studies,theoretical basis,the difference between this research and the existing research.The second chapter is a conclusion of the detailed data which invested in Dashila and Xianyukou Alley.This part includes customer psychology and behavior,and putting forward five trends of experiential shopping space in cultural industrial park.The third chapter makes categorization based on the conte mporary condition of experience shopping space.The categorization contains layers of urban traditional historic districts,large comprehensive commercial building and small block commercial building.By concluding respective problems of all the layers,th e study find that the design can begin with spatial scale,functional composition,spatial sequence,cultural theme,space atmosphere.The fourth chapter gives design principles,strategies and concrete measure.The design principles pay attention to bran d driving,cultural heritage and consumer experience.One of the strategies is to promote the heritage of traditional cultural by development of cultural industrial park in large scale.There is also strategy of reviving the districts through experiential shopping space.The third strategy is to build an atmosphere of diving into the shopping through place making.Concrete measures are put forward from the five aspects of space scale,function combination,spatial sequence,cultural theme and space atmosphere.The fifth chapter describes the application of the design process mentioned before in a practical project: Beijing National Intangible Cultural Heritage Exhibition Park.The data and research results of the thesis are based on the author’s participatio n part in the project.The last chapter makes a conclusion of the study.It discusses the limits and causes,as well as the expectation for further research.