公园“情感基建”：一杯咖啡“拉”出3个亿？Park 'Emotional Infrastructure': A Cup of Coffee Pulls Out 300 Million RMB?

中山公园“一尺花园”的小木屋前，咖啡师手把手教学拉花。拉线是最后一道工序。学员黄女士小心翼翼地抬高拉花缸，缸嘴距离咖啡杯约莫8厘米的位置。手有点抖，不过还是控制住了奶泡的流速：花样“小爱心”有了一个娇俏的收尾。拍照、修图，她发了一个朋友圈：“在漂亮公园，手搓漂亮咖啡”。细品自己的“手作“，她跟咖啡师说：“喝起来格外香。”

这是“一尺花园”为上海国际花卉节长宁分会场设计的场景之一。“五一”假期，还举行了两场小型音乐会。整个5月有十余场活动，包括面塑非遗体验、花艺等。上海一尺之间文化传播有限公司合伙人张梦婷告诉记者，这是企业首次在公园提供快闪式场景，探索如何将公园从“提供一片可供观看的风景”，转向“创造一个可沉浸式进入的场景”。

场景消费——这也是中山公园探索公园经济的一次探步，此次除了一尺花园，公园还引入市集、国际知名IP快闪等。长宁园林绿化建设有限公司副总王晶列出一组数据：“五一”期间（截至今天17：00），长宁分会场主核心圈中山公园商圈线下消费额3.01亿元，同比增长13.74%；日均客流量达到22.84万人次，较去年同期增长18.31%。其中，中山公园公共区域内市集、活动产生消费约259.93万元。中山公园、临空荟聚和幸福梧桐商圈日均客流分别同比增长18.31%、16.86%、10.27%，销售额平均增长超过10%以上。毗邻公园的龙之梦城市生活中心，“五一”期间客流平均增长25%。

探步，公园不吝啬空间。就拿“一尺花园”来说，公园在“C位”草坪提供了400多平方米的空间——无论从一号门还是二号门进入公园，这都是距离恰到好处的歇脚之地。快闪点位的主体是一个五六平方米、临时搭建的咖啡售卖木屋，以及几顶天幕和座椅。“公园里面不缺提供咖啡的咖啡店，但缺会玩花样、会进行场景组装的咖啡店。”长宁园林绿化建设有限公司副总王晶认为，而且公园中的商业应是‘善意’的，它用服务与内容激活空间，提升公共空间的质量与活力。”

手作、音乐会、非遗体验、花艺等元素看似不相干，但并非简单拼盘。张梦婷解释，这与公园的特点适配——用咖啡的慢留人，用音乐的动聚人，用非遗、花艺的静深化体验，有效平衡公共价值和商业价值。黄女士告诉记者，光体验咖啡拉花就花了两个小时。她经常来中山公园，这是她待得时间最长的一次，中饭也是在公园内的餐饮店解决。

在面塑花卉体验活动中，一名家长告诉记者：“孩子来不只是看花、拍花，而是亲手捏了一朵不会凋谢的花，这是远超视觉满足的情绪价值。”

不过节展热闹过后，公园经济能否可持续？王晶向记者透露，正与参与此次探索的经营主体沟通，讨论常态化的可能性，“公园市集也已屡见不鲜，但中山公园想做品牌化的主题市集。公园本身地处商圈，有得天独厚的优势。‘五五购物节’期间，想联动周边商圈的特色经营主体，进一步在垂类赛道进行尝试。”

对于是否“可持续”的追问，长宁区绿化市容局副局长王晔菲抛出了这样一个观点：公园正从“生态绿肺”升级为不可或缺的“情感绿洲”。它提供的不仅是氧气和自然之美，也是促进社交咖啡、承载文化记忆的手作、舒缓情绪的音乐。这类公园场景，本质上是在进行城市的“情感基础建设”，对于提升市民幸福感与归属感至关重要。

原标题：《公园“情感基建”：一杯咖啡“拉”出3个亿？》

栏目主编：祝越

文字编辑：占悦

本文作者：文汇报 苏展

In front of the small wooden house in Zhongshan Park's "One Foot Garden", the barista taught latte art hand in hand. Pulling is the final process. Ms. Huang, a student, carefully raised the latte art vat, with the spout about 8 centimeters away from the coffee cup. My hands trembled a bit, but I still managed to control the flow of the milk foam: the patterned "little heart" had a delicate ending. Taking photos and retouching, she posted on her social media account: 'In the beautiful park, I'm making beautiful coffee by hand.'. She savored her own "handmade" and said to the barista, "It tastes particularly delicious

This is one of the scenes designed by "One Foot Garden" for the Changning branch of the Shanghai International Flower Festival. During the May Day holiday, two small concerts were also held. There were more than ten events throughout May, including dough sculpture intangible cultural heritage experience, floral arrangement, etc. Zhang Mengting, a partner at Shanghai Yichi Jian Cultural Communication Co., Ltd., told reporters that this is the first time the company has provided pop-up scenes in a park, exploring how to shift the park from "providing a scenic area for viewing" to "creating an immersive entry scene".

Scene consumption - This is also a step for Zhongshan Park to explore the park economy. In addition to the one foot garden, the park also introduced markets, internationally renowned IP flash mobs, and more. Wang Jing, Vice President of Changning Landscape and Greening Construction Co., Ltd., listed a set of data: During the May Day holiday (as of 5:00 pm today), the offline consumption of Zhongshan Park commercial district, the core area of Changning branch venue owners, was 301 million yuan, a year-on-year increase of 13.74%; The daily average passenger flow reached 228400, an increase of 18.31% compared to the same period last year. Among them, the consumption generated by the market and activities in the public area of Zhongshan Park is about 2.5993 million yuan. The average daily passenger flow of Zhongshan Park, Linkong Huiju and Happy wutong Business District increased by 18.31%, 16.86% and 10.27% year on year respectively, and the average sales growth exceeded 10%. The Dragon Dream City Life Center, adjacent to the park, saw an average increase of 25% in passenger flow during the May Day holiday.

Explore, the park is not stingy with space. Take the "one foot garden" as an example, the park provides over 400 square meters of space on the "C-position" lawn - whether entering the park from Gate 1 or Gate 2, it is a resting place at the right distance. The main body of the pop-up location is a five or six square meter temporary coffee selling wooden house, as well as several canopies and seats. There is no shortage of coffee shops in the park that provide coffee, but there is a shortage of coffee shops that can play tricks and assemble scenes, "said Wang Jing, Vice President of Changning Landscape Construction Co., Ltd. Moreover, the commercial activities in the park should be" well intentioned ", activating the space with services and content, and improving the quality and vitality of public spaces. ”

Handmade works, concerts, intangible cultural heritage experiences, floral arrangements, and other elements may seem unrelated, but they are not simply a combination. Zhang Mengting explained that this is in line with the characteristics of the park - using slow coffee to attract people, using music to gather people, and using intangible cultural heritage and floral arrangements to deepen the experience, effectively balancing public value and commercial value. Ms. Huang told reporters that it took two hours just to experience coffee latte art. She often comes to Zhongshan Park, and this is the longest time she has stayed. She also has lunch at the restaurant in the park.

During the facial sculpture flower experience activity, a parent told reporters, "Children come not just to admire or photograph flowers, but to personally shape a flower that will not wither. This is an emotional value that goes far beyond visual satisfaction

However, after the lively festival and exhibition, can the park economy be sustainable? Wang Jing revealed to reporters that she is currently in communication with the business entities participating in this exploration to discuss the possibility of normalization. "Park markets are not uncommon, but Zhongshan Park wants to create a branded themed market. The park itself is located in a commercial district and has unique advantages. During the '55 Shopping Festival', she wants to collaborate with characteristic business entities in surrounding commercial districts and further explore vertical tracks

Regarding the question of whether it is "sustainable", Wang Yefei, Deputy Director of the Greening and Urban Appearance Bureau of Changning District, put forward the following viewpoint: parks are upgrading from "ecological green lungs" to indispensable "emotional oases". It not only provides oxygen and the beauty of nature, but also promotes social coffee, handcrafts that carry cultural memories, and music that soothes emotions. These types of park scenes are essentially building the emotional foundation of the city, which is crucial for enhancing citizens' sense of happiness and belonging.

Original title: "Park 'Emotional Infrastructure': A Cup of Coffee Pulls Out 300 Million RMB?"

Column Editor in Chief: Zhu Yue

Text editor: Zhan Yue

Author of this article: Wen Hui Bao Su Zhan