舊建築再利用的風格創新：以客庄文創產業為例

Abstract

舊建築再利用的熱潮在各地持續發燒，再利用使得舊建築得以保存，產業的經營使得再利用得以永續，以經營者為核心，其生活理念與價值使得舊建築裡的產業呈現不同的風格，具有風格品味的產業成功吸引人潮，也因此帶動地方觀光的發展。

本研究選取新竹縣三個客庄地區的舊建築再利用案例，分別是北埔鄉水井茶堂、峨眉鄉月眉觀光休閒產業文化協會、新埔鎮桂花園人文客家餐館，透過深度訪談與比較分析，了解舊建築再利用的產業經營模式與產業風格的創新。本研究將舊建築再利用所經營的產業視為創意生活產業，因此，以創意生活產業中的三個要素：核心知識、深度體驗、高質美感，來分析舊建築再利用結合創意生活產業發展的形式。在生活風格的表現上，則是透過經營者的生活理念與營造空間氛圍的五感體驗，來分析其產業經營的風格展現。

舊建築再利用是一種創新的模式，結合在地文化與產業的經營方式呈現出獨特的風格特色。研究發現此三個案例能夠成功且長久經營的策略在於：一、以產業收入維修舊建築，透過永續經營達到永續利用；二、融入在地文化，更能展現特殊性；三、讓顧客擁有完整的體驗收穫；四、利用故事行銷帶動產業發展；五、以感質體驗創造無限感動；六、生活風格塑造產業的獨特性。

Adaptive reuse of buildings has been booming around Taiwan. Reuse helps preserve ancient architectures, while running new businesses make such reuse sustainable. Owners integrate different concepts of living into the business, thus creating an industry with different tastes and styles that attract customers and activating local tourism.

The research chose three reused old buildings in Hsinchu County as examples: Well Tea House in Beipu Township, Yuemei Tourism and Leisure Industry Culture Assosiation in Emei Township, and Hakka Osmanthus Garden Restaurant in Sinpu Township. Through in-depth interviews and context analysis, I tried to understand the business models and the innovation of industry. Through lietrature review, the research took the businesses in reused buildings as innovative industry. Core knowledge, profound experience, and high sense of beauty were the main three analysis framework. Business owners’ tastes and concepts of living also played an important role of how the space and atmosphere was presented.

The reuse of old architectures demonstrates an innovative model to develop creative cultural industry, especially by building its unique style with local culture. The research conclude the reasons of success in the following six points: 1. Income is used for the maintenance purpose to reach old building's sustainability. 2. New business has to integrate local culture to build distinction. 3. Customers require an entire set of experience in the old building. 4. Story-telling is the key marketing strategy. 5. Touching experiences enables longtime place attachment. 6. Living styles create the uniqueness.