面向新生代的乡村文旅新范式
群山环伺，碧水铺展，四明湖的湖光山色构成了这片场地最原生的基底。坐落于湖畔高地的野生乐园，跳出传统乡村文旅的固定思维。锚定年轻客群核心需求，以当代极简的建筑美学、高质感的视觉场景、复合型的松弛体验，打造一座“年轻人愿意来、愿意拍、愿意分享、愿意再来”的新生代乡村湖畔公共场域。以青年视角重构乡村空间，用年轻化设计激活山野场地，为当代青年返乡创业、乡村轻量化更新、新生代文旅场景营造提供极具参考价值的实践样本。
Surrounded by mountains and clear waters, the landscape of Siming Lake forms the site’s most pristine context. Perched on the lakeside highland, Wild Paradise breaks the stereotypes of traditional rural cultural tourism. Targeting the core demands of young visitors, it adopts contemporary minimalist architectural aesthetics, high-quality visual scenography and a layered relaxing experience, creating a lakeside public space where young people are willing to visit, photograph, share and revisit. By reinterpreting rural space from a youth perspective and revitalizing mountainous sites with lightweight design, the project offers a practical model for youth entrepreneurship, gentle rural renewal and youth-oriented cultural tourism scenography.
在乡村振兴与文旅迭代的双重语境下，乡村文旅的消费主体与传播逻辑正在发生深刻变革。18–35岁新生代青年群体，既是当下乡村文旅核心消费主力，也是新媒体时代的内容传播主力，直接决定了乡村文旅项目的流量生命力与长期运营价值。当代年轻客群不再满足于基础的观光游览，更追求契合自身审美的空间质感、松弛治愈的情绪体验与可社交、可分享的场景价值，这也为新时代乡村公共空间的设计与更新提出了全新要求。
Against the backdrop of rural revitalization and cultural tourism upgrading, the consumer base and communication logic of rural cultural tourism are undergoing profound changes. The new generation aged 18–35 is not only the core consumer group of rural cultural tourism, but also the main content disseminator in the new media era, directly determining the traffic vitality and long-term operational value of rural tourism projects. Young visitors today are no longer satisfied with basic sightseeing; they pursue spatial texture that matches their aesthetics, relaxing and healing emotional experiences, and socializable, shareable scene value—posing new requirements for the design and renewal of rural public spaces in the new era.
▼鸟瞰，Aerial view
01初心：青年返乡，重构乡村文旅新认知
青年创作者扎根四明湖本土场地，结合新生代文旅消费趋势，确立了项目核心营造逻辑：乡村优质的自然山水资源，需要适配年轻审美的现代化空间载体承接，需要打造可停留、可沉浸、可传播的新型体验场景，让乡村山水价值适配新生代消费需求。
Rooted in the local site of Siming Lake and aligned with new-generation tourism consumption trends, the young creative team established the core design logic: rural natural landscapes of high quality require modern spatial carriers that resonate with youthful aesthetics, alongside new experiential scenes for staying, immersion and sharing, so as to align the value of rural landscapes with the consumption needs of the new generation.
项目创作团队针对年轻群体行为特征，精准锁定新生代客群的双重核心需求：一是视觉审美需求，追求简约高级、干净出片、区别于传统乡土制式的现代质感；二是情绪体验需求，渴望逃离城市喧嚣，在山野中获得松弛、治愈、社交与情绪释放。基于这一精准研判，设计摒弃固化的乡村营造范式，以轻量化、现代化、艺术化的设计语言介入场地，打造适配新生代审美、消费与传播习惯的全新乡村地标，让年轻群体重新发现乡村山水的当代价值。
Based on the behavioral characteristics of young people, the team identified two core demands of the new generation: first, visual aesthetics—pursuing minimalist sophistication, photogenic clarity and a modern texture distinct from traditional rural styles; second, emotional experience—yearning to escape urban noise and find relaxation, healing, social connection and emotional release in the mountains. With this precise insight, the design abandons rigid rural construction paradigms, intervening in the site with lightweight, modern and artistic design language to create a new rural landmark tailored to the aesthetics, consumption and sharing habits of the new generation, enabling young people to rediscover the contemporary value of rural landscapes.
▼场地周边环境，Site context
02 场地策略：轻量低干预，适配年轻人松弛化山野体验
当代年轻游客的山野消费逻辑，早已从“景点式打卡观光”转变为沉浸式松弛度假。相比于规整、制式、商业化过重的传统景区，年轻人更偏爱自然、野趣、自由、无束缚的场地氛围。项目充分契合这一核心趋势，坚持最小场地干预的设计原则，依托四明湖畔原生山地高差与自然肌理营建，不破坏山林原生风貌，不做过度人工硬化与制式造景。场地整体塑造出自由松弛、野趣自然、动静皆宜的空间氛围，摒弃传统景区的规则式布局、硬质铺装、固定游览动线，以开放式草坪、自然石板小径、砾石社交平台、散落式休闲装置，构建无边界、无束缚的山野场域。年轻人可自由漫步、随性休憩、组队闲谈、静态放空，彻底摆脱传统景区“赶行程、走路线、强消费”的压迫感。
Young visitors’ consumption pattern for mountain destinations has shifted from “check-in sightseeing” to immersive relaxing retreats. Unlike traditional scenic areas with rigid layouts and excessive commercialization, young people prefer natural, wild, free and unconstrained atmospheres. Aligning with this trend, the project adheres to the principle of minimal site intervention, leveraging the original terrain undulation and natural texture of Siming Lake’s mountains without damaging the natural landscape or implementing excessive hardscaping and formal landscaping. The site fosters a relaxed, wild and versatile spatial atmosphere, discarding the regular layouts, hard paving and fixed routes of traditional scenic areas. Open lawns, natural stone paths, gravel social platforms and scattered leisure installations create a boundless, unrestricted mountain domain, where young people can wander freely, rest casually, chat in groups or meditate quietly, completely escaping the pressure of “rushing itineraries, fixed routes and forced consumption” in traditional scenic spots.
▼野趣自然的场景布置，Natural and rustic scene arrangement
同时，场地制高点的区位优势，为年轻客群打造了稀缺的落日观景与湖山视野。相比于普通乡村场地的平淡景观，无遮挡的四明湖湖景、昼夜流转的光影变化、四时不同的山野景致，为内容创作、视觉拍摄、情绪治愈提供了天然基底，精准击中年轻群体“追求独特、偏爱氛围感、热爱自然治愈系场景”的核心偏好。
Meanwhile, the site’s commanding high point offers young visitors exclusive sunset viewing and panoramic lake-and-mountain vistas. Compared with ordinary rural sites with plain scenery, the unobstructed views of Siming Lake, shifting light and shadow day and night, and ever-changing mountain landscapes across seasons provide a natural backdrop for content creation, photography and emotional healing, precisely matching young people’s preference for uniqueness, atmosphere and natural healing scenes.
▼夕阳下的野生乐园，Wild Paradise under the setting sun
03 建筑美学：极简几何造景，打造高传播性视觉地标
在新媒体传播时代，建筑本身即是内容，空间本身即是流量。年轻客群的传播逻辑，核心是高颜值、差异化、有记忆点的视觉体验。项目以极简几何为核心造型语言，通过上下分体的建筑体量、极致反差的材质肌理、克制高级的立面设计，塑造出区别于周边乡村建筑的独特视觉标识，完美适配年轻人的拍摄审美与社交分享需求。
In the era of new media, architecture itself is content, and space itself is traffic. The core of young people’s sharing logic lies in high aesthetics, uniqueness and memorable visual experiences. Adopting minimalist geometry as the core formal language, the project creates a distinct visual identity different from surrounding rural buildings through split upper–lower volumes, sharply contrasting material textures and restrained sophisticated facades, perfectly catering to young people’s photography aesthetics and social sharing needs.
建筑上层纯白几何体量，以干净利落的倾斜切面、纯粹的白色立面、超大尺度框景窗口，构建高级简约的现代美学质感。无冗余装饰的极简造型，适配所有光影天气与拍摄角度，无论是日间天光下的通透干净、阴天雾感的静谧高级，还是傍晚落日的暖调氛围感，都能呈现出极强的视觉出片率。矩形巨幅画框将湖山流云纳入建筑界面，形成“建筑为框、山水为画”的独特视觉效果，为年轻人提供独一无二的专属拍摄场景。
The upper level features a pure white geometric volume with crisp slanted planes, plain white facades and oversized framing windows, embodying sophisticated minimalist modern aesthetics. The minimalist form with no redundant decoration adapts to all lighting conditions, weather and shooting angles: bright clarity under daylight, misty serenity on cloudy days, and warm atmosphere at sunset—all delivering highly photogenic results. Large rectangular frames integrate the lake, mountains and flowing clouds into the architectural interface, creating a unique visual effect of “architecture as frame, landscape as painting” and offering exclusive photography scenes for young visitors.
▼白色屋顶造型，White roof design
建筑下层采用原生毛石砌筑，粗粝自然的山地肌理，与上层光滑纯白的现代墙体形成原生与现代、厚重与轻盈、野趣与精致的极致反差，让建筑层次更加丰富。同时，立面嵌入的镜面玻璃、错落的虚实开窗、户外不锈钢滑梯等细节，兼顾了艺术感与互动性，打破极简建筑的肃穆感，增添年轻化、趣味化的空间活力。
The lower level is built with raw fieldstone, its rugged natural mountain texture creating a striking contrast with the smooth pure white modern walls above—between raw and modern, heavy and light, wild and refined. Details such as mirrored glass, staggered solid–void openings and an outdoor stainless steel slide balance artistry and interactivity, softening the solemnity of minimalist architecture and infusing youthful, playful vitality into the space.
▼毛石立面，Rubble facade
这种贴合新生代审美与传播习惯的设计逻辑，构筑了耐看且长效的空间视觉价值，以高级极简的美学质感，实现持续出片、长期传播、长效出圈，完美匹配年轻群体朋友圈、小红书、短视频等多平台的内容传播需求，让空间具备持续的新媒体传播生命力。
This design logic aligned with the aesthetics and sharing habits of the new generation establishes enduring spatial visual value. With sophisticated minimalist aesthetics, it enables consistent photogenic appeal, long-term dissemination and sustained popularity, perfectly meeting young people’s content sharing needs across social media platforms, Xiaohongshu and short-video channels, endowing the space with lasting new media communication vitality.
▼两种材质碰撞，Combination of two materials
04 场景体系：特色场景营造，实现“愿意来、愿意拍、愿意分享、愿意再来”
项目最核心的设计价值，是深度贴合年轻客群行为逻辑，搭建起全时段、多维度、高粘性的场景体系，通过精细化、沉浸式的场景营造，持续吸引年轻群体到访、停留与复访，沉淀长效的场地活力与运营价值。室内咖啡休闲空间主打静谧治愈，适合独处放空、轻社交闲谈；户外开阔草坪适配漫步、露营、嬉戏、轻户外活动；下沉式围合空间营造私密松弛的社交氛围，适配年轻人轻量化、无压力的社交需求。同时兼顾日间静谧休憩与夜间活力氛围，实现全天候场景切换。
The core design value of the project lies in deeply aligning with the behavioral logic of young visitors, establishing an all-day, multi-dimensional and highly engaging scenario system. Through refined and immersive scene creation, it continuously attracts young people to visit, stay and revisit, accumulating long-term site vitality and operational value.The indoor café lounge offers a quiet, healing atmosphere for solitude, relaxation and casual socializing. The open outdoor lawn accommodates walking, camping, playing and light outdoor activities. The sunken enclosed space creates an intimate, relaxed social atmosphere, meeting young people’s demand for light, pressure-free social interaction. Balancing peaceful daytime rest and vibrant nighttime ambiance, the space enables seamless all-day scene transitions.
▼室内空间，indoor space
摒弃同质化网红打卡点的堆砌设计，依托建筑形体、场地高差、自然景观，打造多层次、多视角的原生出片场景。窗边框景、临湖草坪、落日天台，多维度覆盖人像拍摄、建筑特写、湖山全景、氛围感落日等多元拍摄需求，无需额外道具加持，即可产出高质量视觉内容，极大降低年轻人的创作与分享门槛。有效提升用户复游意愿，构建项目长期生命力。
Discarding the repetitive stacking of generic view-point, the project creates layered, multi-view photogenic scenes leveraging architectural form, site undulation and natural landscape. Window frames, lakeside lawns and sunset terraces cater to diverse photography needs—portraits, architectural close-ups, panoramic lake-and-mountain views and atmospheric sunsets—enabling high-quality visual content without additional props, greatly lowering the barrier for young people’s creation and sharing. This effectively enhances revisit intention and builds the project’s long-term vitality.
▼打卡空间，View-point
05 总结思考：青年视角，重塑乡村文旅的年轻化未来
年轻人奔赴乡村，不再只为看风景，更为寻找情绪价值、获取松弛体验、记录美好生活、完成社交表达。项目所有设计动作，都围绕这一核心诉求展开：建筑美学服务视觉表达，场地氛围服务情绪治愈，多元场景服务体验升级，全时运营服务长效留存。
Young people travel to the countryside not only for scenery, but also for emotional value, relaxing experiences, documenting beautiful moments and social expression. All design decisions revolve around this core demand: architectural aesthetics serve visual expression, site atmosphere serves emotional healing, diverse scenes serve experiential upgrading, and all-day operation serves long-term visitor retention.
▼夜景，Night view
青年创业者的返乡实践，为老旧乡村空间注入了全新的年轻化审美与现代化运营思维。项目没有颠覆乡村、脱离乡土，而是以轻盈、克制、现代的设计手法，让传统乡村对接新生代市场，让山野资源转化为可持续运营、可自发传播、可长效引流的文旅资产，有效激活乡村闲置场地、带动片区活力、赋能乡村文旅升级。
The return of young entrepreneurs injects youthful aesthetics and modern operational thinking into aging rural spaces. Rather than subverting rural identity or detaching from local roots, the project adopts a light, restrained and modern design approach to connect traditional villages with the new-generation market, transforming mountain resources into sustainably operated, organically shared and long-term attractive cultural tourism assets. It effectively revitalizes idle rural sites, boosts regional vitality and empowers the upgrading of rural cultural tourism.
项目图纸
▼一层平面图，First floor plan ©平介设计
▼结构爆炸图，exploded drawing ©平介设计
项目信息
项目名称：野生乐园
设计年份：2025.04-2026.01
设计团队：吴江
业主：野生乐园
项目地址：浙江省宁波市余姚市梁弄镇明湖村148号
设计面积：250㎡
材料：天然毛石、玻璃、真石漆
Project Name: Wild Paradise
Design Period: April 2025 – January 2026
Design Team:Wu Jiang
Client: Wild Paradise
Location: No. 148, Minghu Village, Liangnong Town, Yuyao City, Ningbo City, Zhejiang Province
Floor Area: 250㎡
Materials: Natural stone, Glass, Real stone paint
