二十世紀末，英國文化創意產業蓬勃發展，推動了許多重要的文化和觀光建設，為了慶祝公元兩千年的到來，在泰晤士河沿岸的西敏橋到格林威治之間，推出了幾個重要的文化和觀光的建設工程，包括倫敦眼、泰德現代美術館、千禧年吊橋、千禧年紀念館，以及在倫敦泰晤士河塔橋南岸設計博物館一帶Shad Thames街的文創品街坊，成為倫敦在近十餘年間城市意象塑造的成功案例。以千禧吊橋連結泰德現代美術館和聖保羅教堂及其周邊，形成結合政治宗教與藝術文化的意象，在隔岸觀視的視覺意象下，營造出一種新舊接替與更新的特質。這一特質藉著比鄰聖保羅教堂的購物中心”One New Change”的闢建，將新舊時空融合、視覺符號挪用，使倫敦這一老城市在新時代的更迭中，不斷的被注入新的元素，活化了視覺意象。本文以倫敦泰晤士河南岸透過文化創意產業的塑造，並藉著視覺美學上的設計，顯示泰德現代美術館到塔橋一帶的更新過程，探討英國在舊景觀更新過程中所彰顯的視覺美學。筆者也希望藉著本文的研究發現，對相關單位推動台灣文化觀光建設提出建議。

During the last decade of the twentieth-century, cultural creative industrial thrived in Britain. It promoted great numbers of facilities for cultural activities and tourism. In order to celebrate the coming of the millennium, the British Government presented to the public the important engineering and constructions for cultural activities and tourism along the River Thames between the Westminster Bridge and Greenwich, including the London Eye, Tate Modern Art Museum, Millennium Bridge, and Millennium Dome, as well as the blocks for cultural and leisure facilities along the Shad Thames near the Design Museum in the South Bank London. These are all successful cases of city image transformation in urban London. The Millennium Bridge connects the sites of the Tate Modern and the St. Paul Cathedral and its vicinity, forming an image of combination of politics, religion, art and culture. Looking at this integrated landscape from the South Bank, one finds out that the sense of change and continuity between the old and the new is apparent. It is especially peculiar found in the erection of the shopping mall 'One New Change” built closed to the St. Pall. The 'One New Change' absorbs time and space of the new and the old, appropriates visual signs of religion and politics, as well as commerce to create new elements of significant meanings that revitalize image of old London. This essay explores the questions how British Government employed cultural creative force and idea of making visual aesthetics possible in the process of city image transformation to achieve the renovation of urban London. Meanwhile, based on the findings of this research, this essay hopes to suggest ideas of promoting cultural creative industry and tourism of Taiwan.