文旅案例 | 公园式商业：从商业促进到空间激活、从目的性购买到状态性消费

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一、引言 | 公园式商业

当曼谷Central Park屋顶花园的晚霞倒映在玻璃幕墙上，当上海苏河湾万象天地的母子象艺术装置将地下商业与地面公园巧妙衔接，一种新的城市商业形态正在全球范围内重塑人们的消费体验与公共生活。公园式商业——将商业空间与公园绿地有机融合的城市综合体——已从边缘创新走向主流实践。

这一演进的深层动力，既来自政策层面的积极引导，也源于消费习惯的结构性变迁。2025年以来，商务部将“公园式商业街区”纳入促消费重点方向，北京出台政策鼓励社会资本参与公园运营，文旅融合、服务消费提质扩容成为政策关键词。与此同时，消费者对“松弛感”“体验感”“社交价值”的追求，正在重新定义商业空间的存在逻辑。本文旨在系统梳理公园式商业的发展趋势，结合国际最新成功案例，探寻其创新突破的可能路径。

二、政策赋能与消费重构 | 公园式商业的双重驱动政策导向：从商业促进到空间激活。商务部在办理全国人大代表建议过程中，明确提出要“创新服务消费业态和场景”，将公园式商业街区作为服务消费提质扩容的重要载体。这一政策取向释放了明确信号：公园与商业的关系不再是非此即彼的取舍，而是互为增量的融合。更具突破意义的是2026年初北京市发布的《关于进一步提升公园品质激发城市发展活力的若干措施》。文件明确提出，公园可在坚持公益属性的基础上，采取自主或委托企业运营，委托期原则上不超过5年，并鼓励社会资本开展规模化、品牌化运营。这一政策创新打破了长期以来公园运营的体制藩篱——过去公园与企业签订合同不得超过3年，导致经营者难以进行长期品牌投入。政策调整后，北京奥森公园将北园2000平方米配套用房出租给专业机构打造“自然教育基地”，年举办研学活动200余场，营收超过600万元，成为“公益+效益”模式的生动注脚。消费变迁：从目的性购买到状态性消费。消费结构的变化是公园式商业兴起的深层土壤。正如全国人大代表权衡在建议中指出的，随着人们生活水平的提高，消费更多转向提升生活品质、丰富精神世界、实现自我发展的服务领域。这种转变在空间需求上体现为：消费者不再满足于高效的“购买完成”，而是追求值得停留的“在场状态”。年轻人愿意为一场树影下的咖啡支付溢价，为一次公园里的散步规划半日行程——商业空间的价值锚点从商品本身转向了时间体验的品质。上海苏河湾万象天地的消费者调研印证了这一点：许多游客坦言“原本只是路过，结果坐了一下午”，餐饮外摆区成为商场的“人气聚集地”而非附属配套。消费变迁的另一维度是“多任务融合”的日常化。2026年兴起的“hybrid park”概念精准捕捉了这一趋势：人们希望在同一个空间内完成工作、健身、社交、用餐、购物等多种活动，而不愿在多个目的地之间奔波。这种“效率导向的漫游”看似矛盾，实则揭示了新消费逻辑的核心——空间必须能够容纳生活的复杂度，而非将生活切割成碎片。

Policy orientation: From commercial promotion to space activation. During the process of handling the suggestions from national deputies, the Ministry of Commerce clearly stated that it should "innovate service consumption formats and scenarios", and regarded park-style commercial districts as an important carrier for improving and expanding service consumption. This policy orientation sent out a clear signal: The relationship between parks and commerce is no longer an either-or choice but a mutually complementary integration. More significantly, in early 2026, Beijing released the "Several Measures on Further Improving Park Quality and Stimulating Urban Development Vitality", which explicitly stated that parks can, on the basis of maintaining their public welfare attributes, adopt self-operation or entrust enterprises for operation, with the entrusted period generally not exceeding 5 years, and encourage social capital to carry out large-scale and brand-based operations. This policy innovation broke through the long-standing institutional barriers in park operation - in the past, park and enterprises could only sign contracts for no more than 3 years, making it difficult for operators to make long-term brand investments. After the policy adjustment, Beijing's Ao Shen Park will lease 2,000 square meters of supporting facilities in the north park to professional institutions to create a "nature education base", holding over 200 study tours each year, with revenue exceeding 6 million yuan, becoming a vivid illustration of the "public welfare + benefit" model.

Consumption transformation: From purposeful purchase to state-based consumption. The change in consumption structure is the deep soil for the rise of park-style commerce. As pointed out by the national deputy representative Quan Tai in the suggestion, with the improvement of people's living standards, consumption has shifted more towards areas that enhance the quality of life, enrich the spiritual world, and achieve self-development. This transformation is reflected in spatial demands as follows: Consumers are no longer satisfied with efficient "purchase completion", but seek the "presence state" worth staying in. Young people are willing to pay a premium for a coffee under the shade of a tree and plan a half-day itinerary for a walk in the park - the value anchor of commercial space has shifted from the commodity itself to the quality of time experience. The consumer research of Shanghai Suhewan Wanxiangtiandi confirmed this: Many tourists admitted that "they originally just passed by, but ended up sitting for the whole afternoon", and the outdoor dining area of the mall became the "attraction center" of the mall rather than an ancillary facility. The other dimension of consumption transformation is the dailyization of "multi-task integration". The concept of "hybrid park" that emerged in 2026 precisely captured this trend: People hope to complete various activities such as work, fitness, socializing, dining, and shopping in the same space, rather than traveling between multiple destinations. This "efficiency-oriented wandering" may seem contradictory, but in fact, it reveals the core of the new consumption logic - space must be able to accommodate the complexity of life, rather than fragmenting life into pieces.

三、国际视野 | 公园式商业的创新样本曼谷Central Park：垂直生态系统的全球标杆。2025年9月启幕的曼谷Central Park，堪称公园式商业的里程碑式作品。这个总投资约460亿泰铢（约合101亿人民币）的项目，以2.8英亩的屋顶公园为锚点，将零售、餐饮、酒店、办公与自然景观交织成一个层次丰富的城市生态系统。Central Park的创新首先体现在空间逻辑的颠覆。传统公园商业往往是“公园挨着商场”，而Central Park是“公园在商场之上”——屋顶公园不仅是视觉焦点，更是动线枢纽。750米漫步小径串联起180度全景视野、露天圆形剧场、家庭与宠物友好区域，让“逛公园”与“逛商场”成为同一段体验的连续章节。更值得关注的是其餐饮业态的策划逻辑。项目引入曼谷最多的米其林指南餐厅，同时配以70家街头美食名摊，形成“高端餐饮+市井烟火”的极致反差。这种“文化策展”思维——而非单纯的品牌招商——让Parkside Market迅速成为国际游客的必到之处，也印证了泰国商业“不以规模取胜，而以体验见长”的独特气质。开业首日客流量突破7万人、预计年访客量超2500万的成绩表明，Central Park不仅是商业项目，更是都市旅游目的地的再造。它将曼谷伦披尼公园的绿意延伸至天际线，实现了“公园生活与城市生活的大胆融合”。上海苏河湾万象天地：城市峡谷的在地实践。与曼谷的垂直取向不同，上海苏河湾万象天地探索的是“向下生长”的公园商业模式。项目提出“城市峡谷”概念——将公园作为城市公共空间主导，商业全部集中于地下，“峡谷”部分成为公园与商业的流动界面。这一规划的背后是深刻的价值观选择：项目将核心地面空间让位给城市公共绿地，创造出大尺度的公园既视感。设计方Kokaistudios创始人指出，这是一种“全新的公共空间”，为城市商业树立了全新标杆。苏河湾万象天地的另一亮点是历史遗存的活化利用。慎余裡——1932年建成的石库门里弄——经过保护性修缮后，从民居转型为高端餐饮与文化艺术空间；天后宫等文保建筑与商业体形成新旧对话。永久艺术装置“迈上！”与“大象亲子乐园”则巧妙地将地下商业与地面公园衔接，让艺术成为空间叙事的线索而非点缀。在运营层面，“遛湾节”等IP活动贯穿全年，将运动、美食、音乐、光影植入城市绿地与历史建筑空间。商场甚至出现在苏河湾Citywalk的打卡名单中——这印证了街區视角下的商业升级本质：从消费场所向生活空间的转变。森兰花园城：社区连接的微循环实践。如果说Central Park与苏河湾万象天地代表了大体量项目的创新方向，那么上海森兰花园城的“森光漫巷”则展示了社区级公园商业的可行路径。项目通过一条融合餐饮外摆、绿化景观与休闲座位的户外街区，将商场与森兰湖公园直接连接，从“物理独立”走向“无界漫游”。更具启发意义的是其“n+友好”体系：宠物友好设施、骑行友好停车架、移动餐车点位……精准回应周边国际社区的日常需求。2025年，这个仅4万平方米的项目实现客流同比增长14%、千万级业绩商户数量增长57%——证明即使是小体量商业，只要深度嵌入社区生活，也能获得可观的市场回报。前沿探索：Hybrid Parks与SuperPark。2026年国际商业地产领域兴起的“hybrid park”概念，为公园式商业提供了新的理论框架。这一模式将“工作、wellness、零售”作为三大支柱，通过设计使三者相互赋能：办公带来工作日密度，wellness建立routine访问，零售与餐饮延长停留时间并激活晚间时段。在英国，Braehead购物中心引入芬兰室内休闲概念SuperPark，以3万平方英尺的空间容纳40种游乐项目，将“家庭友好型健身娱乐”作为主力业态。这标志着公园式商业的体验维度正在从“被动观赏”向“主动参与”深化。

Bangkok Central Park: The Global Benchmark of Vertical Ecosystems. The Bangkok Central Park, set to open in September 2025, is a landmark project of park-style commerce. With an investment of approximately 46 billion Thai baht (about 10.1 billion RMB), this project anchors itself on a 2.8-acre rooftop park and weaves retail, dining, hotels, offices, and natural landscapes into a rich urban ecosystem. The innovation of Central Park lies first in the disruption of spatial logic. Traditional park-based commerce is often "park next to the mall", while Central Park is "park above the mall" - the rooftop park is not only a visual focal point but also a junction of movement. The 750-meter walking path connects 180-degree panoramic views, an open-air amphitheater, family and pet-friendly areas, making "strolling in the park" and "shopping in the mall" part of the same continuous experience. What is more noteworthy is its planning logic for the dining. The project introduces the most Michelin-starred restaurants in Bangkok，along with 70 street food stalls，creating an extreme contrast between "high-end dining" and "street". This "cultural curation" thinking - rather than simple brand recruitment - has made Parkside Market quickly become a must-visit destination for international tourists， confirming the unique temperament of Thai business "not winning by scale， but by experience". The opening day's visitor count exceeded 70，000，and the projected annual visitor volume exceeds 25 million， indicating that Central Park is not only a commercial project but also a recreation destination for the city. It extends the greenery of Rumphin Park to the skyline， achieving "bold integration of park life and city life".

Shanghai Suhewan：The Local Practice of Urban Canyons. Different from the vertical orientation of Bangkok，Shanghai Suhewanexplores a "downward-growing" park business model. The project proposes the concept of "urban canyon" - with the park as the dominant public space， all commercial activities concentrated underground，and the "canyon" part becoming the flowing interface between the park and the commercial area. Behind this planning is a profound value choice： the core ground space is given over to urban public green spaces，creating a large-scale park-like visual impression. The founder of Kokaistudios，the design team，pointed out that this is a "new type of public space"， setting a new benchmark for urban commerce. Another highlight of Suhewanis the revitalization of historical heritage. Shen Yu Li - a stone-carved alley built in 1932 - has undergone protective restoration and transformed from a residential area into a high-end dining and cultural arts space； cultural heritage buildings such as Tianhou Palace and commercial complexes form a dialogue between the old and the new. The permanent art installations "Step Up!" and "Elephant Parenting Park" ingeniously connect the underground commercial area with the ground park， making art the thread of the spatial narrative rather than an embellishment. In terms of operation， IP activities such as "Liuwan Festival" run throughout the year， integrating sports，food，music， and light and shadow into urban green spaces and historical building spaces. The mall even appears on the打卡list of Suhewan Citywalk - this confirms the essence of commercial upgrading from a consumption venue to a living space from the perspective of the neighborhood.

Senlan Garden City：The Micro-Circulation Practice of Community Connection. If Central Park and Suhewanrepresent the innovative direction of large-scale projects， then the "Sen Guang Man Xia" of Shanghai Senlan Garden City showcases the feasible path of community-level park commerce. Through an outdoor street that integrates food stalls， greenery， and leisure seating， the mall is directly connected to the Senlan Lake Park，moving from "physical independence" to "unbound wandering". What is more inspiring is its "n + friendly" system：pet-friendly facilities， cycling-friendly parking racks，mobile food truck locations，etc. Accurately meet the daily needs of the surrounding international communities. In 2025, this project, which covers only 40,000 square meters, achieved a 14% increase in passenger flow and a 57% growth in the number of million-dollar performance merchants - proving that even small-scale commercial spaces can achieve considerable market returns as long as they deeply integrate into community life.

Frontier exploration: Hybrid Parks and SuperPark. In 2026, the "hybrid park" concept that emerged in the international commercial real estate sector provided a new theoretical framework for park-style commerce. This model takes "work, wellness, and retail" as the three pillars, and through design, enables the three to mutually enhance each other: office work brings the density of working days, wellness establishes routine visits, and retail and dining extend the stay time and activate the evening hours. In the UK, Braehead Shopping Center introduced the Finnish indoor leisure concept SuperPark, using a 30,000-square-foot space to accommodate 40 recreational projects, and positioning "family-friendly fitness and entertainment" as the main business format. This marks that the experiential dimension of park-style commerce is deepening from "passive viewing" to "active participation".

四、发展新突破 | 从形态创新到范式跃迁

综合政策导向、消费趋势与国际案例，公园式商业正在以下四个维度实现突破：

空间突破：从“公园+商业”到“公园x商业”。早期公园商业往往是物理层面的“公园挨着商场”，两者功能相对独立。而新一代公园式商业追求的是化学层面的融合——空间边界模糊、动线相互渗透、功能彼此赋能。Central Park的屋顶公园成为商场的垂直引力场，苏河湾万象天地的地下商业从属于地面公园的“峡谷”——空间关系的重构带来了体验逻辑的重塑。 功能突破：从单一消费到“work-wellness-retail”生态系统。消费习惯的复合化要求功能业态的复合化。Hybrid parks模式将办公、 wellness、零售整合为相互支撑的生态系统：工作日由办公人口支撑餐饮与便利零售，周末由健身与社交需求带动家庭客流。这种“全时段、全场景”的设定，既提升了空间使用效率，也增强了资产收益的韧性。 运营突破：从公益导向到“公益+效益”双轮驱动。北京政策的突破意义在于，它承认了公园运营的专业性与市场价值。委托运营期限延长至5年，为企业进行长期品牌投入提供了制度空间。可以预见，未来将有更多公园通过引入专业运营商，实现“公益属性不改变、服务质量有提升、运营收支能平衡”的理想状态。 文化突破：从场景装饰到在地叙事。泰国商业的成功密码之一，是将文化视为空间设计的灵魂而非装饰——佛统府的Central Nakhon Pathom以佛教文化为灵感，Central Ayutthaya以大城府古城为蓝本。同样，苏河湾万象天地对慎余裡的保护性修缮，让历史空间成为可“行走的博物馆”。公园式商业正在从“消费场景的提供者”转变为“城市文化的叙事者”。

Based on comprehensive policy guidance, consumption trends, and international cases, park-style commerce is achieving breakthroughs in the following four dimensions:Spatial breakthrough: From "park + commerce" to "park x commerce". In the early days, park commerce was often a physical "park next to a mall", with the two functions being relatively independent. The new generation of park-style commerce aims for a chemical-level integration - blurred spatial boundaries, mutual penetration of movement lines, and mutual empowerment of functions. The rooftop park of Central Park has become the vertical gravitational field of the mall, and the underground commerce of Suhe River Bay is subordinate to the ground park's "canyon" - the reconfiguration of spatial relationships has led to the reshaping of the experience logic.

Functional breakthrough：From single consumption to the "work-wellness-retail" ecosystem. The complexity of consumption habits requires the complexity of functional formats. The Hybrid parks model integrates office，wellness，and retail as an interdependent ecosystem： During weekdays，it is supported by catering and convenience retail by the office population，and on weekends，it is driven by family traffic by fitness and social needs. This "all-time， all-scenario" setting not only improves the efficiency of space use but also enhances the resilience of asset returns.

Operational breakthrough： From a focus on public welfare to a dual-wheel drive of "public welfare + benefits". The breakthrough significance of the Beijing policy lies in its recognition of the professionalism and market value of park operation. The extension of the entrusted operation period to 5 years provides institutional space for enterprises to make long-term brand investments. It can be foreseen that in the future， more parks will achieve the ideal state of "the public welfare attribute remains unchanged， service quality improves， and operational income and expenditure are balanced" by introducing professional operators.

Cultural breakthrough：From scene decoration to local narrative. One of the successful secrets of Thai commerce is to view culture as the soul of space design rather than decoration - Central Nakhon Pathom in Phutthamontri Province is inspired by Buddhist culture， and Central Ayutthaya is based on the ancient city of Ayutthaya. Similarly， the protective restoration of Shen Yu Li in Suhe River Bayhas made the historical space a "walkable museum". Park-style commerce is transforming from "provider of consumption scenarios" to "narrator of urban culture".

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