Creative Industries Fund NL | Embassy of the Kingdom of the Netherlands, Beijing
Beijing, China
FUTURE 798
THE BIGGEST CREATIVE COMMUNITYDigital Strategy for the Art Landmark
Chinese cities faced a new urgency: to shift from mass production of built space to nurturing healthy, diverse, and creative urban centers. Creative clusters emerged as a pivotal planning tool. Globally, creative districts have successfully integrated into existing urban fabric, reinventing themselves as unique and profitable destinations. However, 798, the first district in China to undergo this cycle of gentrification, became a victim of its own success. Although the area had the resources to develop and densify, it lost the involvement of the artistic community crucial for generating creative content.
An unbalanced ecosystem, unfitting brand and content, drained creative soil, disconnected communities, fragmented experiences, and lack of brand loyalty turned the 798 Art District into a hollow shell, devoid of substance amid old Bauhaus architecture and other art ruins.
The challenge was: could we plan what was essentially unplanned?
An unbalanced ecosystem, unfitting brand and content, drained creative soil, disconnected communities, fragmented experiences, and lack of brand loyalty turned the 798 Art District into a hollow shell, devoid of substance amid old Bauhaus architecture and other art ruins.
The challenge was: could we plan what was essentially unplanned?
I collaborated with ten world-renowned Chinese and international institutions and experts, including OMA, McKinsey, and CAFA, to develop a future strategy. This strategy integrated insights on business models, cultural management, new media technologies, architecture, and heritage.
As an art landmark in Beijing, a role model for art districts across China, and a unique icon in the international art community, 798 needed reinvention and a deliberate rebranding.
The emergence of new creative practices worldwide has shown great promise. As an iconic art and creative district, 798's soul is its creativity. This immense creative power should be unleashed and connected to other industries to maximize its value.
Made the entire 798 experience "authentic" through well-orchestrated interactions at every touchpoint.
Developed an information infrastructure connected to social networks for relevant data collection and analysis.
In terms of communication strategy, 798 represented not only Chinese contemporary art but also all emerging creative clusters nationwide. It served as both China's creative powerhouse and its global brand ambassador.
By integrating cultural and commercial management with architectural heritage and virtual technology, the strategy offered a unified approach to initiating an architectural renaissance at 798, China’s first grassroots art district. It outlined both short- and long-term plans for 798's future. As the first comprehensive strategy for 798 and Chinese creative clusters more broadly, it set forth a vision for planning creative districts across China.
By integrating cultural and commercial management with architectural heritage and virtual technology, the strategy offered a unified approach to initiating an architectural renaissance at 798, China’s first grassroots art district. It outlined both short- and long-term plans for 798's future. As the first comprehensive strategy for 798 and Chinese creative clusters more broadly, it set forth a vision for planning creative districts across China.