01. 竹海新生 Rebirth of bamboo sea

天目湖南山竹海景区地处江苏、安徽、浙江三省交界处的江苏溧阳，国家5A级旅游景区。在近二十年的运营实践中，景区以其3.5万亩竹海生态为基底，竹文化以及南山寿文化为主题，每年迎来百万游客，也一直是溧阳天目湖最受欢迎的旅游项目之一。随着长三角旅游市场变化，以及景区产品的更新需求，2020年景区开始全面升级，这个中国最著名的竹海景区也迎来新生。

The Tianmu Lake South Hill Bamboo Sea scenic area, located in Liyang City of Jiangsu Province at the junction of Jiangsu, Anhui and Zhejiang provinces, is a national 5A tourist attraction. In the operation practice of nearly 20 years, with its 35,000 mu of bamboo sea ecological area as the base, and with the bamboo culture and the longevity culture of South Hill as the theme, the scenic area welcomes millions of tourists every year, and has always been one of the most popular tourism projects of Tianmu Lake in Liyang. In virtue of the change of tourism market in Yangtze River Delta and the renewal demand of products in the scenic area, it initiated its all-round upgrade from 2020. This most famous bamboo sea scenic area in China came to start its rebirth.

▼项目概览，Overall view © 溧阳天目湖南山竹海旅游有限公司

02. 超级鸟笼 Super birdcage

“小鸟天堂”是南山竹海景区游览线路上的一个重要节点，也是体现竹林生态，游客观览动物的主要片区之一。曾经因大雪损坏，供鸟类栖息的“天网”项目被设计团队认定为整个提升工程中最重要的环节。为了实现爆款产品的升级目标，产品设计至少需要从景观地标、体验峰值以及营销爆点三个角度考虑。

“Bird Paradise” is an important node on the tour route of South Hill Bamboo Sea scenic area and also one of the main areas reflecting bamboo forest ecology and for tourists to view animals. The “Skynet” project, once damaged by snow and used as a habitat for birds, is identified by the design team as the most important link in the whole upgrade project. In order to achieve the upgrade goal of the faddish product, the product design needs to be considered from at least three perspectives: landscape landmark, experience peak and marketing explosion point.

▼林海中的鸟笼，Birdcage in the forest © 溧阳天目湖南山竹海旅游有限公司

景观地标：在自然生态型景区中，由于建设行为的受限以及设计理念对环境氛围的克制，通常规模较大“天网”项目理应担当起景观地标的责任。因此，独特的“天网”景观造型是考虑的重点。 体验峰值：从体验设计的角度，新的“天网”项目不能仅仅只是一个大型“景观”+观鸟的传统模式，更需要从观览过程、空间视角、鸟类互动等多种体验方式进行创新，从而实现一个游客体验的“峰值目标”。 营销卖点：文旅项目中采用具象形态创造“新奇特”来获得市场认知是较为常见的手法，无论是“最美”亦或是“最丑”都将获得市场关注的“眼球”。为了获得正向评价的关注度目标，对设计团队而言无疑是个巨大挑战。 超级鸟笼：直径28米，高24米的大鸟笼于2021年11月竣工，并于2022年1月获得“大世界基尼斯之最”之“中国最大鸟笼”认证。从目前投入运营的情况来看，项目获得了很好的游客满意度和市场反馈。

Landscape landmark: In natural ecotype scenic spot, due to the restriction of construction behavior and the restraint of design concept on environmental atmosphere, usually large-scale “Skynet” projects should assume the responsibility of landscape landmark. Therefore, the unique “Skynet” landscape modeling is the focus of consideration. Experience peak: From the angle of experience design, the new “Skynet” project cannot only be a large-scale “landscape”+ bird watching traditional mode, it also needs to be innovated from a variety of experience methods such as viewing process, spatial perspective and bird interaction, thus realizing a “peak goal” of tourist experience. Selling points for marketing: In cultural travel projects, “new peculiarity” is created in figurative forms to obtain market recognition is a common method. It surely attracts the “eyeball” of market attention, whether it is “the most beautiful” or “the ugliest”. Achieving the goal of a positive appraisal and concern is undoubtedly a huge challenge for the design team. Super Birdcage: The large birdcage with a diameter of 28 meters and a height of 24 meters was completed in November 2021 and was certified as “China’s Largest Birdcage” in the “Guinness World Records” in January 2022. According to the current operation situation, the project has obtained good tourist satisfaction and market feedback.

▼总平面图，masterplan © 诗与遥文旅设计

▼鸟瞰效果图，bird’s eye rendering © 诗与遥文旅设计

03. 空间设计 Space design

从空间设计的角度而言，设计方案需要在南山竹海的峡谷中实现“自由与牢笼”、“自然与人工”、“动物与人类“的三重平衡。

From the angle of spatial design, the design scheme needs to realize the triple balance of “freedom and cage”,”nature and artificiality” and “animal and human” in the canyon of South Hill Bamboo Sea.

▼鸟笼内部空间，Interior space © 溧阳天目湖南山竹海旅游有限公司

融入竹海：体验竹海生态是设计的初衷，因此创造“牢笼“为游客提供与鸟类的亲密接触机会是不可避免的，但必须是以给鸟类和其他竹林生物足够的生存空间为前提。大鸟笼除了拥有巨大的内部空间供鸟类活动以外，内外连通的水系、大面积的网格空隙以及视觉通透感，给山谷中的阳光、空气、生物与人以最和谐的方式共处。 空间尺度：为了提供更大的空间给鸟类活动，并且作为地标从竹林里“脱颖而出“的考量，与整体尺度在山谷里不能过度突兀以及工程造价控制的考量形成了天平的两端。业主和设计团队是拿着竹竿和皮尺现场反复比较，才确定了大鸟笼的最终尺寸。 功能结合：从功能角度上讲，大鸟笼具备鸟类栖息地、鸟类和生态观览、人鸟互动平台和景区主要游览通道这四项功能。通过立体式的空间组织方式把这四种功能有效地组织起来，并形成美好的视觉感受和可体验的互动空间。 场景营造：设计为场景营造提供了多样化的可能。竹林中震撼的景观构筑给徒步的游客以视觉引导，内部入口的小广场与水禽互动的滨水空间形成地面层的互补关系，螺旋型的空中栈道提供了多层次生态观览视角，以及多个人鸟互动平台给二消内容和游客特色体验提供了机会。

▼效果图，rendering © 诗与遥文旅设计

▼平台空间，Platform space © 溧阳天目湖南山竹海旅游有限公司

▼游客互动，Visitor interaction © 溧阳天目湖南山竹海旅游有限公司

04. 结语 Conclusion

文旅设计作为服务于文旅项目开发的专项设计内容，有其特定的方法和侧重点。大鸟笼是设计团队在南山竹海整体提升设计中的一项有代表性的节点设计内容，贯穿了体验设计的思维方法，希望能与大家分享。

Cultural tourism design, as a special design content serving the development of cultural tourism projects, has its specific methods and emphases. The Birdcage is a representative node design content of the design team in the overall upgrade design of South Hill Bamboo Sea. The thinking method of experience design is reflected throughout it. Hopefully, it can be shared with you.

▼平面图，plan © 诗与遥文旅设计

▼立面图，elevation © 诗与遥文旅设计

▼剖面图，section © 诗与遥文旅设计