"Journey to Nantes" —— How can industrial cities promote the transformation through the construction of cultural tourism brands? (below)

Strategy 2: Sequential activation of points, lines and faces

1. Point —— Starting from the point, activate representative industrial relics and set landmark poles.

After deciding to use culture as a lever to incite the city's activation, Jean-Marc and Jean-Bryce jointly chose the relics that played an important role in the city's history and industry, restored and transformed them, and turned them into public art places with cultural functions and strong attraction.

1) The shipyard site has been transformed into a large-scale mechanical creative cultural paradise.

As a once brilliant shipbuilding capital, Nantes Shipyard is an important bearing place of Nantes industrial history. The Nantes municipal government first decided to give this land new functions and tell a new "industrial story".

? Reconstruction Project of Shipyard —— Mechanical Island Creative Zone

Project area: 3950 square meters

Renovation content: Combined with a large number of industrial relics in the shipyard, the large-scale cultural landscape-"island machine" and creative industry will be introduced and updated into an artistic activity space integrating sightseeing, festivals and gatherings and daily leisure.

? The Integration of jules verne's Legacy and Modern Machinery Masters

Jules verne is the undisputed "C position" on the Nantes cultural edition. He was born in the west of Nantes and left many imaginative science fiction works. "What ordinary people can imagine, someone will realize it." His famous words were realized by two talented artists and designers Pierre Ohfez and Franois Delahozyehe in modern times, and an island full of cool machinery was built.

? Theory of Three Represents Project of Mechanical Island

Mechanical colossus: 12 meters high, 8 meters wide and 50 tons heavy. Adopt a hybrid power system with a speed of 1 to 3 kilometers per hour. There are several manned observation decks on the back. Visitors can choose three different routes for about 30 minutes at a time.

Mechanical Gallery: A constantly created mechanical laboratory, where all fresh mechanical artworks will be exhibited and tested, including exquisite mechanical pterosaurs and mechanical spiders.

Ocean World Carousel: The Carousel is divided into three layers, representing the water surface, the water surface and the seabed respectively. It can ride on various mechanical aquatic animal mounts, including ancient octopus, piranha and skeleton fish.

2) The National Biscuit Factory has been transformed into a top contemporary art center.

Lu Biscuit Factory is one of the most representative and oldest enterprises in Nantes. Founded by Lefevere and Utile, it is a national biscuit brand in France.

Patrick Bouchain, a French humanistic care architect, transformed it into Le Lieu Unique (LU), a top national cultural center, and became a multifunctional public place with artistic mission, openness and friendliness, which integrates concert hall, exhibition hall, art studio, cultural and art library, conference room, restaurant and bar.

3) The oldest castle was transformed into a window to show the history of the city.

Duke Brittany Castle is one of the oldest castle communities in Nantes. From13rd century to16th century, it was the residence of the Duke of Brittany and later became the residence of the French monarch in Brittany.

1862, the castle was listed as a historical monument by the French Ministry of Culture, and the Nantes municipal government transformed it into the Nantes Historical Museum. The Nantes Museum of History has 32 exhibition halls with more than 50 pieces of collection1/kloc-0, which comprehensively shows the portrait of Nantes as a metropolis from its origin to today, among which the industrialization process of Nantes is the key theme.

2. Thread the needle, connect the scattered space with the city green line in series, and activate the whole area.

After creating an attractive cultural landmark, the Nantes government chose to connect it with all local cultural attractions with green fluorescent lines.

City Green Line (Suivez la ligne verte)

As soon as you get out of Nantes Railway Station, you will find a fluorescent green line on the ground. This 12 km green line will be the best guide for everyone to visit Nantes.

It will take you all the way from Lu Biscuit Factory to Machinery Island in the west, and visit more than 60 scenic spots worth visiting in Nantes. Including: all historical sites, urban cultural sites, public space art installations and historical sites can be found along this green line.

3. The region radiates comprehensively, linking the surrounding areas and forming a tourism network.

After activating the tourism project in Nantes, the Nantes municipal government decided to expand its tourism tentacles to the Nantes metropolitan area and other surrounding areas to build a large tourism network.

Nantes-Christen linkage tour: Christen is only 35km away from Nantes, with beautiful grape plantations and17th century castles. It is known as the pearl of the Atlantic coast, but few people know it. Nantes Tour designated Nantes-Christen as the joint tour route.

Nantes-Brest Linkage Tourist Line (360km long-distance tourist line): Nantes-Brest Canal was built in 1806, originally used for military purposes, and now it is converted into a family tourist line. You can enjoy the scenery of forests, castles and ports along the canal by boat, by bike or on foot.

Strategy 3: international festivals, opening business cards

1. hold a large-scale theme cultural festival to realize the deep binding between "art" and "city"

The trip to Nantes began on 20 12, and the international theme cultural festival of the same name "Nantes Journey Art Festival" was held. Now it is one of the most famous cultural festivals in France. The art festival is held every summer and lasts for about 2 months.

"Artistic creativity of public space" is the core highlight of this activity. Artists from all over the world will give full play to their inspiration to design and create art installations, organize art exhibitions and hold art activities. The whole Nantes will be bombarded by art and immersed in a carnival atmosphere.

2. On the participants, there are many art coffees.

Nantes Travel Art Festival invites top artists, architects, designers, gardeners, graffiti artists, musicians and chefs from different art fields at home and abroad to participate in urban art design every year. Representative artists include French plastic artist Daniel Bulun, Japanese installation artist Chuan Zhuozheng, French Chinese contemporary artist Huang Yongping, French interior designer Metty Derouet, and French plastic artist Philippe Lame.

3. In the design space, pay attention to art and urban life, and integrate design into the city.

Outdoor space emphasizes the integration of artistic installations with nature, city and life. Excellent art installations will not be dismantled after the exhibition, but will become a part of the city permanently, constantly enriching the contents of the "urban green line", gradually improving the urban cultural facilities and gradually strengthening the cultural atmosphere.

Cliff observation deck (20 19): Japanese artist Kawasaki is erecting a wooden bird's nest device on the steep rock wall, which is a 36-meter-long observation deck and can provide visitors with an excellent place to enjoy the panoramic view of the city.

Sea Snake (20 12): An art installation of sea snakes completed by Huang Yongping in 20 12, in which the curvature of the skeleton imitates the curve of the nearby St. Nazaire Bridge.

Ode to the sidewalk (20 18): In Buffet Square, a bronze statue of a man in a suit and tie, designed by Philip Ramit, symbolizes the boldness and creativity of the city.

4. Improve a series of supporting service functions.

1) Art theme characteristic hotel

In cooperation with Nantes Hotel, Nantes Travel has launched a series of art-themed rooms, adding more creativity, art and strange beauty to the night. Hotels with Art Deco themed rooms include Bourone Hotel, Aoke Hotel, Mercure Nantes Center Hotel, ameera Hotel, France Hotel in Oceania, Pencilledo Dock Hotel and OKKO Hotel.

2) Nantes Pass

Pass card types: 24 hours, 48 hours and 72 hours.

The pass card includes the following contents: unlimited public transportation (buses, trams and public cruise ships), tickets for key scenic spots (Mechanical Island, Duke of Brittany Nantes History Museum, jules verne Museum, Natural History Museum, Nantes Vineyard Museum, estuary sea tour, etc. ), and Nantes travel guide.

3) Nantes Dietary Guide

Nantes Travel publishes an updated Nantes Diet Guide every year, which is highly reliable and has no advertisements, covering all restaurants in the city, about 100. Holding a "Nantes Dietary Guide", you can eat all the specialties of Nantes and revitalize Nantes catering industry.

summary

Three strategies of Nantes cultural tourism brand construction;

Brief introduction of the author

Li Ruonan, Project Assistant of Vargas Urban Consulting Department.

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