The real estate packaging and promotion industry was in its infancy from 1990 to 1998. At that time, you don’t need to use your brains as long as you can think of an unobtrusive case name for the developer. It was a highly mature industry from 1998 to 2003. Period, this is also an age of making stories. The house is the stage. The hand and the push hand work seamlessly together to create novel scripts one after another, which will force customers in to act as the protagonist. You can’t even do it if you don’t want to play it! This makes home buyers enter the scene every day. In this real estate, you are a rich man, and when you arrive at that real estate, you become an elite. After a while, the whole people are half crazy with culture and art, and they all feel that they have succeeded or are stubborn enough. To be a successful person. When we saw those successful people actually enter the script and exposed the rigid needs of the market, we began to analyze the lifestyles of that group of people, and then began to create specific products for specific groups of people. This is industry segmentation. So there are tourism real estate, commercial real estate, retirement real estate, agricultural real estate and so on. This kind of subdivision brings exclusiveness but lacks the connection between sections, and it is easier to exclude most people. Then after 2008, the model of compound real estate began to appear again, which is to integrate the previous subdivisions to create a new and comprehensive life support. Here is not only a functional support, but also a cultural support. In any case, the product at this time is practical, and people no longer live in the script, but land in various real spaces. He integrates various effective resources such as commerce, health, education, technology, tourism, fashion, etc., to provide convenient processes and sufficient material supplies for life. In recent years, there have been new recruits, namely art real estate. This concept sounds a bit vague at first. It seems to be dragging the real estate back to more than 10 years ago. This time, it is not to put customers into the script but to put people into the painting. Box, is this another metaphysical concept? This is really dangerous! However, after investigating the current situation of art districts and artists' lives in recent years and earnestly inquiring about the driving force of art, the function of art, and the mission of art, I found that "this can be there".
Let us leave aside the elegance and arrogance of art, the independence and freedom of artists, and we can see that art must be integrated with the house from the perspective of the relationship between art and life. The most traditional combination is to hang the paintings in a space called a house. The water platform performed in the early stage of opera is on the street of the community, and the totem of the tribe erects the entrance of the house community. Therefore, art has always been in a series of buildings and related places such as houses, communities, markets, streets and so on.
Then look at it again, real estate is not a house but an industry, and art is not a work of art, but also an industry. It is logical that products and products can combine industry and industry. However, this seemingly optimal combination and combination may have unpleasant consequences, that is, the combination of artistic behavior and real estate sales behavior. This combination will capture people’s attention and gather customers in the early sales activities. The group may also trigger the purchase, but the consequence is that the art cannot actually fall into the daily life of the owner, but the end of the song, people go to the tea and cool, in the lively party, the artist shows off on the commercial stage, but It may not be possible to find collectors for their own works, and developers also need to constantly stage new tracks, invest again, and once again arouse a fruitless carnival. So how can the combination of art and real estate produce effective results? Let us review the origins of real estate and art and then make a conclusion. Real estate in China's metropolises began in the early 1990s. At that time, Beijing and Shanghai had not yet matured development and promotion, let alone rising to the height of life. At that time, we only regarded the house as a product, real estate, whose function was to improve living conditions. There was no strong investment awareness and no aesthetic thinking. As the purpose of further development and investment in the market becomes more obvious, and international designers have brought eye-catching designs, we began to pay attention to the aesthetics of the house, but it only stayed at a conceptual level, and there is no such beauty. This is the second stage that penetrates fundamentally into life. The third stage is more practical. The designer develops and designs the product after analyzing the living habits of the people and the geographical environment. Therefore, the house at this stage is not only beautiful in appearance and landscape, but also in terms of internal layout of houses and supporting functions of public spaces. It can be reflected in the process of common people decorating the house. At this time, the house does not need to be smashed when decorating. Just decorate it according to the existing plan, and even the well-decorated house only needs to move into the furniture. After moving in, more service projects are ready, including furniture and home appliances. This is enough to prove that the developers have worked hard in the early stage. Not only must they collect the lifestyles of all such people, analyze and refine them to draw conclusions and find commonalities. It is necessary to give advice on guiding life on this basis, but we found that this is only a support in material life and physical conditions, and it is only for the product in the sales and construction stage, and cannot be sustained and deep. Get involved in life.
The goal of the fourth stage is to provide guidance in spiritual life, that is, to improve cultural life, as well as continuous support in life services, such as education, family and community education, health, physical and mental health guidance, entertainment, and information Such as rich and elegant life guidance. This stage is a high challenge for real estate companies. Not only must they have the ability to develop and build, but also have the ability to provide property services. This kind of service needs to go beyond the basic service in the general sense to enter the high-end spiritual needs, and it is tracking and escort. Style. The object of service should be from children to middle-aged to old age. Children's education is not to connect a primary school to solve the concept of a school district room, but to import dynamic resources at home and abroad, to open the window of the world in our community. You must own what you can touch, touch what you can see, see what you can think of, see the world from the community, and the future from the front. Then the cultural life and supporting facilities needed by middle-aged and young people are not only social, but to create a kind of wisdom that balances career and family, then there must be such a balanced space and cultural conditions, such as: parent-child, Family salons, entrepreneurs’ family gatherings, family banquets, pan clubs, public living rooms, time-sharing living rooms and private high-end offices. The care for the elderly is to start with social communication, not just looking at the hardware conditions of hospitals and health clubs, but to lead the society to the community and connect the community to the society. The biggest problem for the elderly is not physical pain but mental loneliness and loss of being abandoned by society. Through organizations similar to traditional trade unions, the elderly can be useful in society, such as: skill inheritance activities, cultural and art exhibitions, More innovations such as remote interactive communication. Square dance and community elderly model teams are no longer new, and fishing and calligraphy are not suitable for most people, so we must use wisdom to continuously develop and update, and we must not rule out connecting fashion. So, what kind of behavioral conditions can achieve the above points? I think there is only art. When Zhu Qingsheng defined contemporary art, he said, "When a thing is nothing, it is art; at the same time, art is nothing but art." "No one is an artist. "No one is not an artist." How should we understand the two sentences? That is to say, art is omnipresent and art is omnipotent. Art can be nothing or anything. The above is the contemporary understanding of art by contemporary people, and it is also the current state in which art has developed from the sequence of classical, modern, and contemporary. Just as a person, a country, and even the entire human race are in the process of maturity, art is constantly growing and renewing itself. Our understanding of art, most people still stop Staying on the concept of fine art: when you arrive at a gallery, you think of paintings (graphic works). When you arrive at an art gallery, you think of Chinese paintings, prints, oil paintings, and sculptures. You can only go to the cinema to watch movies, and you can only go to the concert hall to listen to music. Dramas can only be seen in theaters, so the possibility of contemporary art is to integrate various art forms into a work or a series, and this work must be inseparable from life, inseparable from living space, and life. The subject matter is inseparable and inseparable from the state of life. It guides the direction of life, helps thinking about life difficulties, relieves life pressure, and improves the taste of life. Many people say that I don’t understand contemporary art because we don’t think about life. If we seriously think about human nature and observe the details that are easily overlooked in life, then you will definitely understand what art is, and you can be moved by art. . When we think that art is higher than life, art is separated from life. We can only worship him but not use him. When we think that art is equal to life, then art no longer exists and disappears. Let's imagine that art may be lower than life, so it has nothing to do with us. So I think “art is better than life. It is a supplement to life, a dissolution of pain, a sublimation of reality.” He is derived from reality and does not depart from reality, allowing us to meet beauty in hardship. , To generate power in difficulties, to generate wisdom in confusion, to inject infinity into the limited living space and time. So where is this space? At home, in our house, in a community, in a living group, in society, that is, a collective composed of several family communities, the core spatial element of this collective is the house. House for living, house for study, house for office, house for entertainment, house for eating, house for transaction interaction. Let’s take a look at how important the house is, so that we can clarify that society is composed of families, and the family is the living space. This space is the house. This house has the right to enjoy art. Art is carried by this house to intervene in society. A good life makes a good society. , Provide help thinking to life difficulties, relieve stress in life, and improve life taste. Many people say that I don’t understand contemporary art because we don’t think about life. If we seriously think about human nature and observe the details that are easily overlooked in life, then you will definitely understand what art is, and you can be moved by art. . When we think that art is higher than life, art is separated from life. We can only worship him but not use him. When we think that art is equal to life, then art no longer exists and disappears. Let's imagine that art may be lower than life, so it has nothing to do with us. So I think “art is better than life. It is a supplement to life, a dissolution of pain, a sublimation of reality.” He is derived from reality and does not depart from reality, allowing us to meet beauty in hardship. , To generate power in difficulties, to generate wisdom in confusion, to inject infinity into the limited living space and time. So where is this space? At home, in our house, in a community, in a living group, in society, that is, a collective composed of several family communities, the core spatial element of this collective is the house. House for living, house for study, house for office, house for entertainment, house for eating, house for transaction interaction. Let’s take a look at how important the house is, so that we can clarify that society is composed of families, and the family is the living space. This space is the house. This house has the right to enjoy art. Art is carried by this house to intervene in society. A good life makes a good society. , Provide help thinking to life difficulties, relieve stress in life, and improve life taste. Many people say that I don’t understand contemporary art because we don’t think about life. If we seriously think about human nature and observe the details that are easily overlooked in life, then you will definitely understand what art is, and you can be moved by art. . When we think that art is higher than life, art is separated from life. We can only worship him but not use him. When we think that art is equal to life, then art no longer exists and disappears. Let's imagine that art may be lower than life, so it has nothing to do with us. So I think “art is better than life. It is a supplement to life, a dissolution of pain, a sublimation of reality.” He is derived from reality and does not depart from reality, allowing us to meet beauty in hardship. , To generate power in difficulties, to generate wisdom in confusion, to inject infinity into the limited living space and time. So where is this space? At home, in our house, in a community, in a living group, in society, that is, a collective composed of several family communities, the core spatial element of this collective is the house. House for living, house for study, house for office, house for entertainment, house for eating, house for transaction interaction. Let’s take a look at how important the house is, so that we can clarify that society is made up of families, and the family is the living space. This space is the house. This house has the right to enjoy art. Art is carried by this house to intervene in society. A good life makes a good society. In a community, in a living group, in society, that is, a collective composed of several family communities, the core spatial element of this collective is the house. House for living, house for study, house for office, house for entertainment, house for eating, house for transaction interaction. Let’s take a look at how important the house is, so that we can clarify that society is composed of families, and the family is the living space. This space is the house. This house has the right to enjoy art. Art is carried by this house to intervene in society. A good life makes a good society. In a community, in a living group, in society, that is, a collective composed of several family communities, the core spatial element of this collective is the house. House for living, house for study, house for office, house for entertainment, house for eating, house for transaction interaction. Let’s take a look at how important the house is, so that we can clarify that society is composed of families, and the family is the living space. This space is the house. This house has the right to enjoy art. Art is carried by this house to intervene in society. A good life makes a good society.
Then let's go further. In what way can these artistic performances fall into the lifestyle? At present, only developers can do this. It is not that they have land, money, brains, and resources, but they have feelings, love, and responsibilities.
Feelings, care, and responsibility are culture and power. To be more specific, how to use the existing conditions to establish effective and must-sustainable cultural and artistic behaviors to provide a continuous supply of culture for life? This requires the establishment of a long-term exclusive institution in terms of mechanism, such as art galleries, cultural and art centers and other permanent institutions. In terms of resources, it is necessary to gather artists and professional curators to focus on different regions and different cultural customs. A series of exhibitions and art activities with different themes were planned on some nodes of festivals and birthdays of China, connecting the annual plan of the community cultural center to the activities of the art center. Another thing is to pay attention to education, so that art education enters the family is ArtHomeschool. What we have to do is not to invite artists to perform here, but to let artistic thinking change the life of the community, and let the owners here become artists. The audience of art education is not only children, but the whole family. Children can be influenced by art, mothers can learn interior decoration, artist residence, art baking, art parent-child, fathers can engage in art collection, art exchanges, and art commerce. The elderly can participate in painting, calligraphy, opera, martial arts, and fishing. Enter, and output and display in an artistic way. "Everyone is an artist." Andy Warhol, an American postmodernist artist once said, "In the future, everyone may have a five-minute chance to become famous." At that time, the future referred to our present. The third is art exchange. We must spread and sell our own behaviors and works, open art shops, galleries or creative markets in the community, organize regular bartering between neighbors, and develop small-scale private artwork customization. For example: a friend's birthday, marriage, or other things need to express his feelings. In the future, money cannot represent true feelings, but you can create or make a gift yourself that will move people the most. This gift is a work of art. It is a creation with privatization, specificity, craftsmanship, and intimacy. This is art. So, who will do these transactional tasks? The first is to build an art museum and set up an exclusive team to operate as a commercial company, including investment art bookstores, art cafes, art education institutions, and so on. The comprehensiveness and professionalism of this service are easy to grasp. In addition, this can create commercial value.
The second is to introduce mature art museums, galleries, and art companies for cooperation, so that not only brands, resources, but also professional guarantees. For example, the Quentin Art Project of Urban Construction Real Estate successfully cooperated with Wu Zuoren Art Foundation to introduce not only contemporary The concept of art is to set up contemporary art museums in the community, and continuously introduce art ways to truly start a new life; Parkview Green Art Mall, Shenzhen Overseas Chinese Town Creative Park, Beijing’s Apple Community are all successful cases. I sincerely hope that art and commerce can be combined, and art can be more integrated with real estate, which is the big business. Only in this way can art truly enter life.
September 20, 2014 in Beijing 798 International Art District
Zhang Xun
Zhang Xun, formerly known as Zhang Weidong, Art Curator/Art Director of Beijing 798 Sishu Gallery; Known as the "most artistic life house" in contemporary culture and art circles, he has been exploring the relationship between art and commerce for many years and finding the best The balance point is used to promote the artistic lifestyle; in the 10-year art questioning, the mission of art is clear and it is proposed that “art is not higher than life, not equal to life, not lower than life, art is better than life”
In recent years, he has been committed to organizing and planning large-scale social activities with the theme of "Let Art Come into Life, Family, and Childhood" and "Art Life·Artist". In his life.
