Things changed after a visit to the village by Cong Zhiqiang, an associate art professor at Renmin University of China in Beijing, last April. He was looking to put his theory into practice and demonstrate it to his students, and Gejia came into his view for its "ordinariness".

Cong, who has worked on art and design for more than two decades, has been focusing on the role of ordinary people in renovating rural surroundings with art.

"In the industrial age, design was mainly used to create things. But today, I think design can also be applied to reshape farmers' way of life, the way they respond to their surroundings and the outside world. It empowers them when seeking changes in social relations," he says.

"I have learned of cases in Europe, Japan and South Korea where rural residents were involved in changes in their surroundings, and the changes were made more easily and effectively."

Cong received a warm response from local officials in Ninghai, who have actively supported him in turning the concept into reality.