Tan Alley, Wuzhen Eco and Cultural Community Building, China village Reconstruction, Architecture

Tan Alley, Wuzhen Eco and Cultural Community, China

14 Aug 2020

Tan Alley • Wuzhen Eco and Cultural Community

Location: 10 Tan Alley, Hongqiao Village, Wuzhen, Tongxiang in Jiaxing City, Zhejiang Province, China

Design: Bob Chen Design Office, Architects

Tan Alley, Wuzhen Eco and Cultural Community, Tongxiang

项目背景 Project Background

Bob Chen及团队完成了乌镇一个近万平米的百年村落改造项目—乌镇谭家·栖巷自然人文村落。谭家·栖巷是乌镇第一家村落型设计酒店,致力社区化生活美学体验,在地性自然人文休闲。

Bob Chen Design Office completed a 100-year-old village reconstruction project — Tan Alley • Wuzhen Eco and Cultural Community. Tan Alley is the first village renovation boutique design hotel in Wuzhen, which is dedicated to create aesthetic community experiences as well as local ecological and cultural immersion.

Tan Alley, Wuzhen Eco and Cultural Community China

All photos © Wen Office

项目团队由设计、策划、酒店管理与艺术家组成,包括跨文化沟通专家。Bob Chen 担当了从视觉设计到建筑规划、空间设计、室内装饰、以及景观改造等核心设计环节。项目分三期进行。第一期主导项目以设计酒店为主,将都市的个性审美与品质体验贯穿在静态建筑与动态场景之中,旨在成为可容纳、整合以往所有设计探索及经验、且激发更多可能性的阶段标杆。

The project team consists of designer, planners, hotel management, artists, and cross-cultural communication experts. Bob Chen takes on all core design steps from visual design, architectural planning, spatial arrangement, interior decoration, and landscaping. The project will be carried out in three phases. The first phase of the project focused on the hotel, urban aesthetics and luxury experiences all combined into both solid architecture and dynamic scenes. These integrate Bob Chen’s design exploration and experience as well as stimulating future possibilities.

Tan Alley, Wuzhen Eco and Cultural Community entry


Tan Alley is a village reconstruction project. The design of the architectural space is constrained by regional planning and traditional context. Therefore, we needed a “from the inside out” design strategy, focusing on micro-transformation or breakthrough in the façade, texture, content, and scene, exploring high-quality personalized urban lifestyle, and how to smoothly blend with the town.

Tan Alley, Wuzhen Eco and Cultural Community

规划纲要Goals of Planning

We followed the general protection and development rules for Wuzhen, preserved the village form, repaired and coordinated the unified appearance of 15 old village houses, provided additional contemporary architectural language to traditional dwellings, and satisfied modern leisure needs in restaurant, hotel and culture by incorporating multi-functionality. We highlighted water, preserved original vegetation, and increased the winding paths among courtyards. Besides, we combined openness and privacy, considered disorder as organic, so as to create a humanistic community that provides exclusive privacy for hotel guests that yet remains open to the public.

Tan Alley, Wuzhen Eco and Cultural Community


Habitat is a space of dynamic social interaction; Alley is a form of diverse community. As the name suggests, Tan Alley is an interactive and community-focused hotel brand. The design creates diverse, superlative, urban scenes from interiors, furnishings, products, forms and sensory experiences to promote a deep integration of Jiangnan locality and modern lifestyle.

Tan Alley, Wuzhen Eco and Cultural Community roofscape

时间的质感 The Texture of Time

Through reductionism, we reduce the historical expression behind the materiality and the materials in Tan Alley as much as possible. We construct a new space and object language of scale, relationship, sense, and order everywhere: from individual rooms to public areas, from furniture and lighting. This integration of matter and space reflects our pursuit of “the texture of time”. Upon arriving at Tan Alley, people can be liberated from the heavy, rigid, standardized, context of an ancient town, and escape from the tension and high pressure of the city.

Tan Alley, Wuzhen Eco and Cultural Community roof

非常规空间 Unconventional Space

We provide experiences of “unconventional”, “non-traditional” and “non-westernized” spaces. Lobby spaces with sky windows, large metal walls with flexible corners, indirect light sources, and copper lines in calm, simple, water-polished floors sparkling in the light: these unique elements provide distance from commonplace, traditional spatial language while also gradually creating familiarity.

Tan Alley Wuzhen buildings


A range of customized furniture in the hotel lobby, including specially-made lamps by independent designers, form a visual rhythm in counterpoint to the thick and partial vertical and horizontal surfaces. These visual notes compose space that flows as a serendipitous song of time.

Tan Alley Wuzhen boutique hotel China

38间客房30种户型 38 Rooms, 30 Styles

Village renovation was the toughest design difficulty. All rooms need to be updated based on the spatial structure of the original village residents. As a design hotel, non-standardization is our theme. This has resulted in a variety of room types ranging from standard rooms, suites, lofts to single-family homes. Tan Alley has become the design hotel with the most large-sized rooms in Wuzhen. We provide our guests a superlatively imaginative stay experience.

Tan Alley Wuzhen boutique hotel China

村落中的都市场景体验 Urban Experiences in a Village

The rooms are different with selected designer brands, international design brand furniture, German high-end bedding products, and bathing accessories combine with unique modern minimalist aesthetics and quality leisure experiences, creating an unexpectedly urban, high-end, comfortable, home away from home. All are hidden within Tan Alley.

Tan Alley Wuzhen boutique hotel China

回顾与总结 Review and summary

At Tan Alley, we are not only designers of architecture, interior, products and vision, but have also become scene imaginers, business connectors and lifestyle creators. Fortunately, we cooperate only with renowned, quality enterprises, on a real-life case by case basis. We take aesthetics as our axis and an experiential approach to space as our foundation.

Tan Alley Wuzhen boutique hotel China

We cross the boundaries between art design and residential life, integrating leisure, fashion and culture. We express the texture of time through material and space. Through this dialogue between the contemporary and the local, a century-old community has been transformed into a new landmark in the ancient town ready to embrace the future.

Tan Alley boutique hotel China interior

Tan Alley, Wuzhen Eco and Cultural Community – Building Information

家具品牌:TOUCHFEELING、杭州Enjoy space (Vitra, artek, avarte, HAY), SoLife, WUU

Tan Alley boutique hotel China interior

Project Area: 10,000 square meters
Address: No.10, Tan Alley, Hongqiao Village, Wuzhen, Tongxiang, Jiaxing City, Zhejiang Province, People’s Republic of China
Client: Wuzhen Tan Alley Hotel Management Company
Design: Bob Chen Design Office (www.bobchen.cn)
Art Director: Bob CHEN
Management: Bing HU, Yunluan SHEN

Tan Alley boutique hotel China interior

Interior Design: Yuese SHI, Yangyong LV, Yanan LIU, Hongwei WU, Sirong LUO, Baojiang LIANG, Kai FANG
Furniture Design: Xiang LI, Chao WANG, Yan RU
Graphic Design: Ping JIANG, Fangyu LI, Hongchi LI, Yuanyuan WANG
Brand Strategy (Research, Marketing, Cross-Cultural Communication): T-LAB
Photos: Wen Office, Salomé WANG, Xuguo TANG
Hotel Management: K&Y Hotel Management Consultants
Construction: Sesame Decoration, Hua Yue Decoration, Hai Hua Hardware
Furniture: TOUCHFEELING, Hangzhou Enjoy space (Vitra, artek, avarte, HAY), SoLife, WUU
Signage Production: Ningbo Craftsman Logo Manufacturing Co., Ltd.

Photographs © Wen Office

Tan Alley boutique hotel China interior

Tan Alley, Wuzhen Eco and Cultural Community images / information received 140820 from Bob Chen Design Office

Location: Hongqiao Village, Wuzhen, Tongxiang, Jiaxing, Zhejiang, China

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