候鸟沙城 · “2024阿那亚戏剧节”沙滩艺术

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孤单是一个人的狂欢，狂欢是一群人的孤单。阿那亚，从孤独到狂欢，再到孤独者的社交圈，其实他一直没变，就是做有钱人的生意；从开始的离退休干部，到后来的都市精英、明星、艺术家（显示朴树、许巍）。这个典型的文旅地产，始于康养度假，终于私域社区。从起初锁定50--60老年人康养市场，到80后的都市精英客群定位，然后逆风翻盘；他们就是把“孤独和狂欢”这两大商业符号，用艺术和服务做加持，做到了极致。

Loneliness is a person's carnival, carnival is a group of people alone. Anaya, from loneliness to carnival, and then to the social circle of lonely people, in fact, he has not changed, is to do the business of rich people; From the beginning of the retired cadres, to the later urban elite, stars, artists (show Pu Shu, Xu Wei). This typical cultural tourism real estate begins with a health vacation and ends with a private community. From the initial locking of the 50-60 elderly health care market, to the positioning of the urban elite customer group after 80, and then reverse the wind; They are taking the two major commercial symbols of "loneliness and carnival" and using art and service as blessings to achieve the ultimate.

“孤独”是阿那亚最初的IP口号：孤独图书馆，孤独的海边婚庆礼堂、孤独的80后，这些都指向阿那亚的品牌理念“人间寂静处，找回本我地”。“狂欢”是阿那亚第二个活动IP营销词，用各个圈层顶流明星，及艺术活动的不断拉动。如音乐狂欢节、文化艺术节、美食节。你看，人一旦狂欢，那么最终的走向还是孤单，那怎么办，他们用常年的活动，保持自己持久的热度，不停的狂欢。第三个“孤独者的社交圈”：他是利用国际都市孤独精英们消费心理和生活痛点，打造别墅、公寓、民宿、娱乐社交等业态，从销售地产干成服务地产，从公域做到精准的私域转换。

"Lonely" is the original IP slogan of Anaya: lonely library, lonely seaside wedding auditorium, lonely after 80, which all point to Anaya's brand concept of "human silence, find our own place". "Carnival" is Anaya's second activity IP marketing word, with the top flow of stars in various circles, and the continuous pull of artistic activities. Such as music carnival, cultural arts festival, food festival. You see, once people carnival, then the final direction is still lonely, then how to do, they use year-round activities, maintain their own lasting heat, non-stop carnival. The third "social circle of lonely people" : he is to use the consumer psychology and life pain points of the lonely elite in the international city to create villas, apartments, homestays, entertainment and social forms, from sales of real estate to service real estate, from the public domain to precise private domain conversion.

一、2024候鸟沙城

MIGRATORY BIRD

2024阿那亚戏剧节已正式开启。在2023年的基础上，MAD马岩松再次为公共艺术项目“候鸟300”设计了一座仅存在300小时的“2024候鸟沙城”，创造了一次充满活力和创意的限时体验。

The 2024 Anaya Theatre Festival has officially opened. On the basis of 2023, MAD Ma Yansong once again designed the "2024 Migratory Bird Sand City" for the public art project "Migratory Bird 300", which will only exist for 300 hours, creating a dynamic and creative limitedtime experience.

2023年的候鸟沙城主要呈现为图腾式的围合部落形态，而到了2024年，沙城开始从单一的部落形态演变出道路，并沿这些道路建立起许多独立的聚落。这种分散式的布局，仿佛再现了城邦发展的过程，同时也为艺术家和观众提供了更加自由的空间以及更加明确的路线。

In 2023, the migratory Sandtown mainly appeared as a Totem-like enclosed tribe, while in 2024, the Sandtown began to evolve from a single tribal form into roads, and many independent settlements were established along these roads. This distributed layout seems to reproduce the development process of the city-state, but also provides artists and viewers with more freedom of space and clearer routes.

在2024年的候鸟沙城，传统的空间结构已不再被强调。这里，人们可以自由地穿梭于沙城中的各个聚落，体验一天中不同时段的生活场景，这些场景既源自日常，又脱离了日常的束缚。低矮的墙面巧妙地分隔了空间，同时引导着人们找到方向和出口。在这些叠合的空间中，目光交汇，激发出灵感和创造力。人们在观看与被观看的过程中持续创作，与城市同步生长，共同塑造这个充满活力和创意的沙城。

In the city of Migratory birds in 2024, the traditional spatial structure is no longer emphasized. Here, people can freely travel through the various settlements in the sand city and experience the scenes of life at different times of the day, which are both derived from the daily and free from the shackles of the daily. The low walls cleverly divide the space and guide people to find their way and exit. In these overlapping Spaces, eyes meet, inspiring inspiration and creativity. In the process of watching and being watched, people continue to create, grow in sync with the city, and jointly shape this dynamic and creative sand city.

起伏的沙堆被人们的活动赋予自然的形状，粗旷的麻布迎风飘扬，城墙上的倒计时闪烁夺目。自然、空间、艺术与人的行为融合在一起，每个画面都是无法被复制的当下定格。艺术家和观众可以在此时此地肆意探索和创造，在泛艺术领域的合作中共同构建这座海边乌托邦。

Undulating sand piles are given natural shapes by human activity, rough linen flutters in the wind, and the countdown clock on the city wall flashes. Nature, space, art and human behavior are fused together, and each picture is a frozen frame of the present that cannot be replicated. Artists and audiences are free to explore and create in the here and now, building this seaside utopia together in a pan-artistic collaboration.

二、艺术盛会

ART PAGEANT

从6月18日至6月30日，一场艺术的盛宴将在“候鸟沙城”中展开。届时，将有300位艺术家带来135组以上的作品，以及超过240场的演出。这些演出将涵盖装置、雕塑、身体、行为、绘画、影像等多种艺术形式，为观众呈现一场视觉与心灵的盛宴。在这个充满创意与激情的沙城中，艺术家们将用他们的作品和表演，诠释着对生活的热爱与追求。

From June 18 to June 30, an artistic feast will be held in the "Sand City of Migratory Birds". There will be 300 artists presenting more than 135 works and more than 240 performances. These performances will cover installation, sculpture, body, performance, painting, video and other art forms, presenting a visual and spiritual feast for the audience. In this creative and passionate sand city, artists will use their works and performances to interpret the love and pursuit of life.