Reeling in the tourists

Designed by Spark Architects

From the architects:

Nestled in the western precincts of Jiaojiang District, Taizhou, Zhejiang, the Taizhou Fish Market enjoys a prime position with the river gracing its northern edge. 

This project is intricately woven around the theme of 'fishing' culture – harmoniously integrating elements of cultural tourism and leisure.

The integrated development boasts a comprehensive land area of approximately 135,500m², encompassing a significant built-up area of around 213,000m². 

It features an array of facilities including a cold storage warehouse, an aquatic product wholesale market, a dry goods wholesale market, and a dedicated exhibition and trade hall for yellow croaker (popular fish species). 

Complementing these are waterfront commercial spaces, diverse retail outlets, office environments, and a multi-storey surface car park.

Vision

By capitalising on the development potential presented by Taizhou’s Jiaojiang district's One River, Two Banks initiative, the project seizes the opportunities of a new era in aquatic trade. 

The ambition is to establish an international, high-standard, and refined fishing-themed industrial and cultural tourism complex that fosters a profound integration of fisheries with tourism, education, culture, and wellness sectors. 

In the future, it is poised to become a premier seafood tourism destination within the Yangtze River Delta – an essential stop for tourists delving into the wonders of Taizhou, offering an experiential blend of local culture and commerce.

Spark Architects is entrusted with steering the project, deploying its expertise in strategic commercial planning, master planning, architectural design, landscape design, and interior design. 

Commercial strategy – tourism driven by industry 

In conjunction with comprehensive case studies of significant fish markets worldwide, the team conducted site visits to distinguished locations such as Zhoushan International Aquatic City, Tokyo’s Toyosu Fish Market, Seoul’s Noryangjin Fisheries Wholesale Market, Singapore’s Pasir Panjang Wholesale Centre, and Tainan’s Xin Hua Guocai Market. 

These explorations sought to identify synergies between the wholesale sector and tourism.

The Taizhou Fish Market will honour the unique character of Taizhou’s fishery industry, leveraging this identity as a stimulating force for commercial and tourism activities. 

Building on the concept of 'Tourism Driven by Industry', the project envisions the creation of a remarkable landmark, propelled by a 'dual engine' of specialised industry and cultural tourism. 

Master plan – 'Southern industry, northern tourism'

A major urban thoroughfare borders the southern edge of the site, providing convenient access for transportation. 

The southern portion of the site is designed to accommodate substantial industrial buildings, including a wholesale aquatic market, supportive car parks, and cold storage facilities. 

To the north lies the commercial and tourism zone, seamlessly integrated with the 'One river, two banks' waterfront landscape through a series of five landscaped terraces. 

This design permits visitors to gaze beyond the flood protection seawalls, enjoying the picturesque views of the Jiaojiang (The Pepper River), while providing a smooth connection to the coastal walks and tourist piers. 

We refer to this comprehensive functional layout as 'Southern industry, northern tourism'.

Emerging from these terraces, smaller block-style buildings create lively commercial streets extending from east to west, accommodating a variety of cultural, touristic, and dining functions.

The principal visitors’ entrance is located on the eastern edge of the development, facilitating an east-west internal thoroughfare that links the diverse industrial functions and support services on the southern side. 

This arrangement effectively separates the industrial area from the northern cultural and tourism zones, minimising any potential conflicts.

The Fulcrum, the project's central activity square, serves as a confluence point for the north-south wholesale market and the waterfront axis, as well as the east-west commercial street. 

It features an expansive, umbrella-like canopy structure, which offers shelter for a myriad of public events while providing protection from the elements. 

Enhanced by ambient lighting along the Jiaojiang banks at night, it reinforces the waterfront landmark status of the Taizhou Fish Market.

On the second floor of The Fulcrum, an extensive viewing platform overlooks the bustling wholesale market, offering visitors a unique firsthand experience of the vibrancy and energy of aquatic trades. 

This feature exemplifies the principle of 'Tourism driven by industry', positioning the Taizhou Fish Market as a distinctive cultural and tourist destination.

'Southern industry'

The Southern Industry zone encompasses an aquatic product wholesale market, complemented by an auxiliary building housing car parking and office facilities to support market operations, as well as a dedicated cold storage complex.

Aquatic product wholesale market and auxiliary building

Through a series of comprehensive interviews with operators, detailed on-site observations, and consultations with stakeholders, Spark has crafted a bespoke master plan and architectural solutions tailored to the unique operational model of the Taizhou Fish Market. 

Three key elements inform this design: the mix of shop typologies, traffic flow, and vertical integration.

Shop mix

The aquatic product wholesale market features 426 operators, classified into two categories. 

The market comprises 132 permanent stores, equipped with interior facilities and shopfronts positioned at the periphery, alongside 294 mobile stalls occupying the central hall with designated truck parking. 

Among the permanent stores, 40 specialise in frozen products, while 92 offer 'ice-fresh' seafood.

Traffic flow 

The market's operation is supported by three main traffic flows, meticulously orchestrated to ensure efficiency. 

Seller trucks originating from the nearby pier and regional suppliers enter the market hall from the west. 

Store owners’ vehicles access designated parking zones along the southern road, while city buyers’ trucks temporarily park on the ground floor of the auxiliary car park, allowing buyers to enter the market hall from the east.

Vertical integration 

The Taizhou Fish Market promotes vertical integration, seamlessly facilitating the transition from pier and truck traffic to wholesale operations, ultimately connecting to the consumer seafood market and e-commerce promotional activities. 

This setup is further enhanced by a comprehensive supply chain that includes dry goods markets, trade fair facilities, and exhibition spaces – actively engaging visitors through initiatives such as the Marine Science Exhibition Centre.

Cold storage complex 

The cold storage complex, spanning 80,000m² and located at the southeast corner of the site, features independent vehicular access to ensure efficient connections to broader regional and national transport networks. 

The design of this complex results from a collaboration with a renowned third-party cold storage operator, guaranteeing state-of-the-art cold chain management and storage solutions.

Northern tourism 

The 'Northern Tourism' zone comprises two commercial plots with an impressive 800m riverfront, creating a vibrant gateway for visitors.

 Encompassing a total area of 70,000m², this zone will feature thematic food and beverage outlets, experiential facilities, cultural attractions, and diverse commercial functions.

Incorporating the seven essential elements of tourism – food, drink, leisure, shopping, entertainment, travel, and enjoyment – the Taizhou Fish Market initiative offers a multifaceted experience that highlights Taizhou’s unique seafood culture. 

The goal is to establish Taizhou as a global culinary capital through the creation of various international gastronomic spaces.

Cultural and educational experiences are central, epitomised by the Marine Science Exhibition. 

The aquatic dining offerings will be unprecedented in Taizhou, including theatrical restaurants, music-themed eateries, riverside dining venues, seafood stalls, casual cafés, and barbecue experiences.

Aquatic consumption spaces will provide immersive interactions with seafood products through an innovative market and culinary studio. 

Recreational and entertainment options will feature the Taizhou Fishing Culture Leisure Zone, cultural venues, an ocean-themed family playground, and a dynamic sports arena.

Furthermore, lifestyle spaces designed for leisure will encompass a creative bookstore, floral design studio, home living gallery, and various service outlets. 

Visitors can also explore waterfront recreational areas that include camping sites, a pop culture exhibition square, a riverside garden, a yacht club, and a water sports centre.

Story by: Trendsideas