东莞潮玩文旅片区发展策划与规划设计竞赛
Announcement on the Competition on Development Strategy and Urban Design for Dongguan Art Toys Cultural Tourism Zone
正式公告
I.
项目名称
Project Name
东莞潮玩文旅片区发展策划与规划设计竞赛
Competition on Development Strategy and Urban Design for Dongguan Art Toys Cultural Tourism Zone
II.
报名截止时间
Application Deadline
北京时间2026年3月29日 15:00
Before 15:00 (Beijing Time) on March 29, 2026
III.
组织机构
Organization
主办方：中共东莞市委宣传部协同第三方
Host: Publicity Department of the CPC Dongguan Municipal Committee collaborated with A Third Party
联系方式：
吴小姐：+86 15818282338（北京时间周一至周五 9:00-18:00）
电子邮箱：dgxcb2026@163.com
Contact information:
Ms. Wu : +86 15818282338 （Beijing Time, Monday-Friday 9:00-18:00）Email: dgxcb2026@163.com
IV.
竞赛信息查询及资料索取
Competition Information Inquiry and Material Acquisition
1. 本次正式公告将在“东莞发布”、“东莞日报”、东莞电视台等官方媒介发布，并在 “建日筑闻”、“archrace”、“深圳市城市设计促进中心”、“一和研发”等公众号发布。
This official announcement will be released via official media such as Dongguan Release, Dongguan Daily, and Dongguan TV. It will also be published on WeChat official accounts including Archdaily, archrace, Shenzhen Center for Design, and Ehow R&D Center.
2、竞赛资料索取
参赛的报名单位可点击下方二维码，下载竞赛相关资料。
Official Design Material Acquisition:
The participating units can click the QR code below to download the competition-related materials.
V.
项目概述
Project Overview
1
工作背景
Working Background
为擦亮“中国潮玩之都”品牌，东莞市委市政府高度重视潮玩文旅片区的规划建设，明确提出要将其打造为彰显东莞特色、引领湾区潮玩文化的“潮玩文化会客厅、大湾区文旅目的地、世界级潮玩产业集聚区”。
To further enhance the brand of "The City of Art Toys", the CPC Dongguan Municipal Committee and Dongguan Municipal People's Government attach great importance to the planning and construction of the “Art Toys Cultural Tourism Zone”. It has been clearly proposed to build it into an "Art Toys Cultural Urban Living Room, Greater Bay Area Cultural Tourism Destination, and World-Class Art Toys Industry Cluster" that highlights Dongguan's characteristics and leads the Greater Bay Area's art toys culture.
潮玩文旅片区研究范围112.2平方公里，概念设计范围30.3平方公里，位于粤港澳大湾区珠江东岸中段，东莞市东北部核心交汇区域，地跨松山湖生态园、石排镇、茶山镇、横沥镇及石龙镇等五镇街（园区），是东莞北部连接周边城镇、承载区域功能的重要节点。片区依托东莞站的交通枢纽优势，具备显著的区位与交通整合潜力，是推动东莞东北部城镇协同发展、提升城市功能衔接的战略区域。
The research scope of the Art Toys Cultural Tourism Zone covers 112.2 square kilometers, with the conceptual design scope spanning 30.3 square kilometers. Located in the middle section of the eastern bank of the Pearl River in the Guangdong-Hong Kong-Macao Greater Bay Area and the core intersection of northeastern Dongguan, it involves five towns (or parks): Shipai Town, Chashan Town, Songshan Lake Ecological Park, Hengli Town, and Shilong Town. It serves as a key node connecting northern Dongguan with surrounding cities and undertaking regional functions. Leveraging the transportation hub advantage of Dongguan Railway Station, the zone boasts significant potential for location and transportation integration, and is a strategic area for promoting the coordinated development of northeastern Dongguan's towns and enhancing the connection of urban functions.
片区原有规划分散零碎，资源整合与开发效能有待提升，已难以承载长远发展目标。为此，采用规划竞赛面向全球公开征集优秀规划设计方案与运营方案，以潮玩文旅产业为引领，加强支柱产业建设，导入具有引爆效应的产业资源，重视空间形态塑造，统筹片区文化、旅游、生态、科技、工业、商业等多元要素，形成“核心引领、圈层辐射、全域运营”的发展格局，推动产城人文旅深度融合，实现生态保护、产业升级与城乡协同发展的有机统一，并为后续方案落地及市场化运营提供坚实基础。
The original planning of the zone is fragmented, with room for improvement in resource integration and development efficiency, making it difficult to meet long-term development goals. Therefore, a planning competition is launched to publicly solicit excellent planning and design schemes as well as operation plans worldwide. Guided by the Art Toys Cultural Tourism Industry, the initiative aims to strengthen pillar industries, introduce transformative industrial resources, emphasize spatial form shaping, and coordinate multiple elements such as culture, tourism, ecology, technology, industry, and commerce in the zone, and form a development pattern of "core leadership, radial expansion, and integrated operation". It will promote the in-depth integration of industry, city, culture, and tourism, realize the organic unity of ecological protection, industrial upgrading, and urban-rural coordinated development, and lay a solid foundation for the subsequent implementation of schemes and market-oriented operation.
图1-1区位图
Figure 1-1 Project Location
2
设计范围
Design Scope
本次竞赛设计范围包括三个层次：研究范围、概念设计范围、详细节点设计范围。
The competition comprises three work scopes: the research scope, the conceptual design scope, and the detailed node design scope.
研究范围约112.2平方公里，覆盖松山湖生态园、石排镇、茶山镇、横沥镇及石龙镇等五个镇街（园区）。
The research scope covers approximately 112.2 square kilometers, including five sub-districts : Shipai Town, Chashan Town, Songshan Lake Ecological Park, Hengli Town, and Shilong Town.
概念设计范围约30.3平方公里，围绕南社、塘尾、牛过蓢等古村落、生态园及片区产业核心资源展开。
The conceptual design scope covers about 30.3 square kilometers, focusing on historical villages such as Nanshe Historical Village, Tangwei Historical Village, and Niuguolang Historical Village, ecological parks, and core industrial resources of the zone.
详细节点设计范围将提供5个重点地块供深化设计，参赛团队需结合空间资源特征策划文商旅主题路线，并以路线为脉络，串联上述五处地块。
The detailed node design scope will provide 5 key land parcels for in-depth design. Participating teams shall plan cultural, commercial, and tourism themed routes based on spatial resource characteristics, and connect the above five land parcels through the routes.
图2-1研究范围图
Figure 2-1 Research Scope
图2-2概念设计范围图
Figure 2-2 Diagram of Conceptual Design Scope
图2-3 详细节点设计范围图
Figure 2-3 Diagram of Key Design Scope
3
竞赛目标
Competition Objectives
本次设计竞赛旨在面向粤港澳大湾区发展机遇，以“潮玩文化会客厅、大湾区文旅目的地、世界级潮玩产业集聚区”为核心，打造具有东莞特色、湾区影响、国际水准的文旅产融合示范区。具体目的如下：
This design competition aims to seize the development opportunities of the Guangdong-Hong Kong-Macao Greater Bay Area, focusing on the vision of an "Art Toys Cultural Living Room, Greater Bay Area Cultural Tourism Destination, and World-Class Art Toys Industry Cluster". The goal is to create a demonstration zone for the integration of culture, tourism, and industry that embodies Dongguan's characteristics, exerts influence within the Bay Area, and meets international standards. The specific objectives are as follows:
（1）体现新价值内涵
Embody New Value Connotations
深度挖掘南社、塘尾、牛过蓢等古村落群的历史文化价值，活化利用生态园湿地景观资源，与东莞“潮玩之都”的现代产业基因进行创造性融合。旨在构建“历史文脉、生态本底、潮流产业”三位一体的全新价值体系，推动文化遗产从静态保护走向活态传承与创新表达，实现文化资源、生态资源向可持续经济动能与社会资本的高效转化，塑造片区独特的身份标识与精神内核。
Deeply explore the historical and cultural value of historical village clusters such as Nanshe, Tangwei, and Niuguolang. Activate and utilize the wetland landscape resources of the ecological park, creatively integrating them with Dongguan's modern industrial identity as the "Capital of Art Toys". The aim is to construct a new value system integrating "historical context, ecological foundation, and trendsetting industry". This will promote the evolution of cultural heritage from static protection to dynamic inheritance and innovative expression, achieve the efficient transformation of cultural and ecological resources into sustainable economic drivers and social capital, and shape the unique identity and spiritual core of the zone.
（2）引领新生活方式
Lead New Lifestyles
规划设计应超越传统功能分区，致力于营造一个“宜游、宜业、宜居、宜创”的全新生活方式目的地。通过构建全龄友好、全民共享的公共空间网络，植入融合文化体验、创意办公、休闲消费与社群交往的多元复合业态，打造“日间文旅体验、夜间经济活化、四季活动缤纷”的全时态活力场域。
The planning and design should transcend traditional functional zoning, striving to create a new lifestyle destination that is "suitable for tourism, business, living, and innovation". By building a public space network that is friendly for all ages and shared by all, and integrating diverse and mixed functions combining cultural experiences, creative offices, leisure consumption, and community interaction, the goal is to create a vibrant, full-time zone featuring "daytime cultural tourism experiences, a revitalized night-time economy, and diverse activities throughout the four seasons".
（3）谋划新运营空间图景
Envision a New Operational Spatial Landscape
打破古村、生态园与城市建成区之间的空间割裂，构建“核心引领、廊道串联、板块互动、全域运营”的总体空间格局。规划设计需提出清晰的空间发展结构、功能板块布局、土地利用优化方案与全域运营方案，形成蓝绿交织、开放连通、疏密有致的空间形态与次序分明、有据可依、高效可行的运营方案。最终描绘一幅既能承载厚重历史、又能眺望未来生活，兼具生态韧性、经济活力与文化魅力的全新城市空间画卷。
Break the spatial fragmentation between ancient villages, the ecological park, and the urban built-up areas. Construct an overall spatial pattern characterized by "core leadership, corridor connections, interactive zones, and comprehensive operation". The planning and design must propose a clear spatial development structure, functional zone layout, land use optimization plan, and comprehensive operation plan. This should result in a spatial form with intertwined blue-green infrastructure, open connectivity, and balanced density, paired with a well-ordered, justified, efficient, and feasible operation plan. Ultimately, it aims to paint a new urban spatial picture that carries profound history while looking towards future life, possessing ecological resilience, economic vitality, and cultural charm.
4
设计要求
Design Requirements
总体统筹研究：
需明确整体功能定位与产业格局、整体结构设计与功能板块布局、蓝绿生态与开放空间设计、交通组织与慢行接驳。
Overall Coordination Research: Clarify the overall functional positioning and industrial pattern, overall structural design and functional block layout, blue-green Infrastructure and open space design, and traffic organization and active mobility connection.
概念城市设计：
需明确各片区组合定位、空间形态与风貌引导、交通与流线组织、功能业态落位、项目运营策划、分期与实施引导。
Conceptual Urban Design: Define the combined positioning of each sub-area, spatial form and style guidance, traffic and flow organization, functional programmatic mix, project operation planning, and phasing and implementation guidance.
详细节点设计：
需落实总平布局与业态落位、主题大道设计、潮玩产业与研发集群设计、潮玩主题商业街区设计、潮玩主题乐园设计、酒店与民宿布局，并提供相关潮玩资源链接。
Detailed Node Design: Implement the master layout and programmatic mix, themed avenue design, art toys industry and R&D cluster design, art toys-themed commercial block design, art toys-themed park design, hotel and homestay layout, and provide relevant art toys resource links.
VI.
报名要求
Requirements for Application
（1）本次竞赛采用公开报名的方式，不设资质要求。申请人须是国内外注册的独立法人企业或机构，如为境外单位，必须与国内注册的独立法人企业联合报名。
(1) Open application is adopted for this consultation, without qualification requirements. The applicant must be an independent legal entity or institution registered at home or abroad. If it is an overseas entity, it must form a consortium with an independent legal entity registered in China.
（2）要求联合体报名。联合体成员数量不超过4家。联合体成员不得再单独或以其他名义与其他设计单位组成其他联合体参与报名，联合体合作方需签署具有法律效力的《联合体协议》，并明确牵头单位、各方工作分工等。
(2) Participation is required in the form of a consortium, with no more than 4 members. Members of the consortium must not separately apply or form another consortium with other participants under a different name. Consortium members must sign a legally binding Consortium Agreement that clearly outlines the leading member and work assignments.
（3）联合体成员应具有规划设计、文旅策划、产业运营等经验，并能链接相关潮玩文旅资源。
(3) Consortium members shall have experience in planning and design, cultural tourism planning, industrial operation, etc., and be able to connect with relevant art toys cultural tourism resources.
（4）不接受个人及个人组合的报名。
(4) Applications from Individuals or individual groups are not accepted.
报名的设计机构应于北京时间2026年3月29日15:00前，将完整的报名材料送至：东莞市南城街道鸿福路99号市行政办事中心10-36，联系人 吴小姐 电话+86 15818282338，并在封面上标注“东莞潮玩文旅片区发展策划与规划设计竞赛报名材料”，报名材料应包含内容详见《竞赛规则》“ 3.资格预审申请文件组成”，含概念提案。
The applying design agency shall submit the complete application materials for this competition to: 10-36, Municipal Administrative Service Center, No. 99 Hongfu Road, Nancheng Street, Dongguan City, contact person: Ms. Wu, Tel: +86 15818282338 before 15:00 Beijing Time on March 29th, 2026, indicating “Application Materials for the Competition on Development Strategy and Urban Design for Dongguan Art Toys Cultural Tourism Zone” on the envelope. Refer to “3. Composition of Pre-qualification Application Documents” that includes conceptual proposal in the Competition Rules for the required content of application materials.
VII.
竞赛规则
Competition Rules
第一阶段——报名及资格预审阶段：
资格预审委员对报名单位的业绩和经验、拟投入项目的团队成员及概念提案等资格预审文件进行综合评审，使用记名投票的方法，评选出3家入围设计机构进入第二阶段－正式规划设计阶段。同时再评选出2家备选设计机构（须排序），如有入围的设计机构退出，则备选设计机构依序替补。
Stage I - Application and Pre-qualification Stage: The pre-qualification jury will conduct a comprehensive reviews of the applicants’ pre-qualification application documents, including their achievements, experience, and proposed project team members. Using an open ballot method, the jury will select 3 shortlisted design agencies to enter Stage II - the Formal Planning and Design Stage. Simultaneously, 2 alternative design agencies will be selected (ranked). If any shortlisted design agency withdraws, the alternative agencies will substitute in order.
第二阶段－正式规划设计阶段：
3家入围设计机构提交符合设计任务书要求的成果文件。方案评审委员会将对三家方案进行评审排序，提出评审意见，并推荐给主办方。
Stage II - Formal Planning and Design Stage: The 3 shortlisted design agencies shall submit deliverables meeting the requirements of the Design Brief. The scheme review jury will review the submission and rank the 3 schemes, provide review comments and recommend them to the Host.
第三阶段－深化设计阶段：
获得一等奖的获奖设计机构将配合本项目技术统筹规划团队进行深化城市设计成果。
Stage III - Detailed Design Stage：The design agency winning the first prize will collaborate with the technical planning team of the Project to develop the urban design deliverables.
VIII.
竞赛日程（暂定）
Competition Agenda (Tentative)
☆ 所有时间均以北京时间为准，主办方保留调整日程安排的权利。
☆ All times mentioned are subject to Beijing time. The Host reserves the right to adjust the agenda.
IX.
奖金及有关费用
Bonus & Relevant Fees:
一等奖（1名）将获得奖金120万元人民币及深化费用80万元人民币。
First prize (1 winner) will receive a bonus of RMB 1.2 million and a development fee of RMB 800,000.
二等奖（1名）将获得奖金80万元人民币。
Second prize (1 winner) will receive a bonus of RMB 800,000.
三等奖（1名）将获得奖金60万元人民币。
Third prize (1 winner) will receive a bonus of RMB 600,000.
X.
其他
Others
本次竞赛的最终解释权归主办单位所有。
The Host reserves the right of final interpretation of the competition.
具体日程安排、评审办法及详细的设计任务要求以正式发布的《竞赛规则》、《设计任务书》为准。
The specific schedule, evaluation methods, and detailed design task requirements are subject to the officially released Competition Rules and Design Brief.
编辑：钟欣玲
校对：李秀莹
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