What are the good cultural creation carriers in museums and memorial halls?
At present, thousands of museums, art galleries and memorial halls in China have developed cultural and creative derivatives around their own collections. Among them, the Forbidden City Wenchuang is definitely the king of popularity and the leader of cultural and creative industries in museums.
1. Forbidden City Wenchuang
Speaking of the cultural creation of the Forbidden City, in 20 13, the National Palace Museum in Taipei, China once produced an explosive product-"I know" paper tape, as shown in figure 1. The product takes "I know" as the cultural element and paper tape as the carrier. Such a simple product has neither special shape nor novel function, but is loved by netizens because it is interesting. Perhaps the popularity of this derivative is not unrelated to the explosion of the Qing Palace drama, and it also proves that "making products have a sense of story" is an important factor that distinguishes Wenchuang products from tourist souvenirs and is also a decisive factor to attract consumer groups other than tourists. The words "I know" on the paper came from the original calligraphy when Emperor Kangxi of the Qing Dynasty reviewed the memorial. There is such a story behind this product.
On November 3rd, forty-nine years of Kangxi, Jiangning Weaving Cao Yin made a gratitude form for Kangxi, thanking Kangxi for his concern for his illness. Later, Kangxi wrote on this paper: "I know. However, it is not suitable for taking medicine. If the toxin enters, it may become leprosy in the future. Beyond the sea, everything can't be cured. Watch out! Watch out! Smilax glabra can replace tea, just eat it often. "
It was no accident that Emperor Kangxi wrote Zhu Pi, because he was good at medical skills and knew some prescriptions. In addition to delivering medicine to courtiers in the palace, he often cared about the health of courtiers through Zhu Pi's memorial. Cao Yin, a compromise of repaying kindness, mentioned that he had taken ginseng by mistake because of a cold, and after getting rid of it, he had scabies for more than two months, and he was cured by eating "Dihuang Decoction" in front of the benefactor. Now he has been given the grace of replacing tea clothes with "Smilax glabra".
This ancient story is reproduced because of a small object. The original intention of the designer is to "hope that ancient cultural relics and patterns on calligraphy and painting can exist in life in a more interesting way". Isn't interest the best medium for cultural communication?
The "Mengmengda" series of cultural and creative products of the Forbidden City are very popular among the cultural and creative products of national museums, which are behind five years of exploration and attempt, as shown in Figures 2 and 3. According to Business School Magazine, the online store "Forbidden City Taobao" was registered as early as 2008. By 2065438+September 2004, its sales volume has been tepid. It was not until June 5438+ 10 of the same year that the launch of Zhu Chao headphones made the sales of online stores suddenly rise, which also led to the sales of other cultural and creative products in the store. A series of interesting, practical and market-oriented Wenchuang products, such as "Empress Dowager Cixi" bookmarks and "luggage tags for business trips", have been sought after by netizens and brought considerable sales to Wenchuang stores. The popularity of cultural and creative products in the Forbidden City may be related to the frequent popularity of Qing Palace dramas. In addition, the creativity and practicality of the product are still good, and its popularity has become a matter of course. Although the popularity of Qing Palace Opera allows consumers to have a story outline related to the product before they like the product, if the cultural and creative products themselves can't be seamlessly integrated with the story, they can't really express the essence of China's traditional culture, and they may not be recognized by consumers.
20 13 The Forbidden City put forward the principle of "three elements" for the cultural and creative products developed around the IP of the Forbidden City, namely, elements, stories and inheritance. Elementarity means that all cultural and creative products must highlight the elements of the Forbidden City; Storytelling means that the product should be able to tell the story behind it; Inheritance means that products are based on spreading China's excellent traditional culture, connecting it with modern people's lives, and making people feel and accept this culture.
Elementarity represents culture itself, storytelling represents the diversity of cultural expressions, and inheritance represents the purpose of designing cultural and creative products.
Therefore, designing interesting culture is not an end, but a creative means. In this way, through the traffic brought by the story, effective cultural expression and inheritance can be realized.
It is particularly important to note that interesting culture is healthy and positive, which is also the core value of museum cultural and creative products. Although it is difficult for people to adjust their opinions, various consumer groups have different degrees of demand for culture. If the accuracy of historical and cultural information is highly required, there are also people who only like interesting products, but in the long run, the latter will deviate from the original intention of Wenchuang product design. As a spreading space of excellent traditional culture, a very important function of a museum is to enhance the public's aesthetic ability and profound understanding of culture.
The popular variety show "On the New Forbidden City", which was launched on 20 18, well analyzed the design process of cultural and creative products in the Forbidden City: the selection of original elements, the textual research of the authenticity of the story, and the consideration of the best carrier of cultural inheritance. Popularized the cultural elements and historical stories contained in the products for the audience.
In the first program, Allen, Zhou Yiwei, the "innovative product developers of the Forbidden City", and Ada Choi, the guest, accompanied by experts and professional designers from the Forbidden City, launched the "Meishi Room" series of products consisting of three single items after a day of excavation.
The product design begins with the story of Emperor Qianlong's love for opera, and excavates many cultural elements behind the story. First of all, the architectural features of tireless Zhai. There is a small stage in Zizizhai, which is the most luxurious and peculiar place in the Palace Museum. Through the furniture, bamboo slips on doors and windows, and exquisite traditional crafts such as Shuang Mianxiu, we can feel that Qianlong was obsessed with Jiangnan when he built the Zhai. Then there is the cultural element of "what". What is the so-called trend object of ancient aristocratic women? Ancient women will wear small things in series. What can be traced back to the jade ornaments unearthed from Princess Chen's tomb in Liao Dynasty? There are six ornaments connected in series, namely jade scissors, scissors, file, knife, cone and spoon. Finally, the designer combined the Jiangnan elements hidden in the tiring garden of Gan Long, such as wisteria bird, golden nanmu imitation bamboo, Shuang Mianxiu moire and other cultural elements in landscape painting, and completed the design of a three-piece "Shi Mei Piece" with makeup products as the carrier.
Wenchuang products in the second program are "Sleeping with Heart" series pajamas based on auspicious culture, which are still related to traditional Chinese opera. This time, the protagonist changed from fatigue and diligence to Yin Chang Pavilion and costumes.
The design of the product begins with the main entertainment activity in the palace-watching a play. In various festivals, such as New Year's Day, beginning of spring, Shangyuan, Dragon Boat Festival, Chinese Valentine's Day, Mid-Autumn Festival, Chongyang, Winter Solstice, New Year's Eve, etc. Members of the royal family and relatives will watch plays in the palace. Yin Changting is the largest stage in the Forbidden City, with three stages, namely the upper stage, the middle stage and the lower stage. The upper layer is called "Futai", the middle layer is called "Lutai" and the lower layer is called "Shoutai". Most of the operas performed here are auspicious fairy plays, and the whole stage is full of auspicious atmosphere, including its interior decoration and paintings, cranes and bats on the ceiling.
Designers incorporate auspicious images such as crane patterns on the ceiling of Yin Chang Pavilion and woodcarving animal plaques with grass patterns into the design, turning the costumes of Qianlong period into modern pajamas, which means "bats are blessed and beaming; Congratulations, He Jiayin ". Wearing such pajamas on your body can't help but remind people of good luck.
The cultural and creative product in the third program is the sundial clock, which is designed by a story of "learning tyrants". The protagonist of the story is Kangxi, and his studiousness amazed his foreigner teacher: "I have never seen such a serious, intelligent and diligent person." He personally refined western medicine, boldly studied anatomy and other behaviors, and let future generations see his respect and love for natural science. This is the first cultural element. The sundial in Figure 5 originally meant the shadow of the sun, and later became a timing instrument of the ancients. The equatorial sundial in the Taihe Hall of the Forbidden City in Beijing is made of white marble and is a classic equatorial sundial. With the change of the position of the sun, the time it takes for the shadow of the needle to move one inch on the plate is called "one inch of time", from which the idiom "one inch of time and one inch of gold" comes. Cultural elements before and after all have the connotation of cherishing time. The designer combined the sundial with the calendar, and effectively collided the western clock with the eastern sundial, which dyed the calendar with the colors of sunrise, clear sky and starry night. Making a sundial timer for "sunrise" symbolizes the rigorous spirit of Kangxi's scholarship and reminds people to cherish time.
2. Suzhou Museum Wenchuang
Compared with the Forbidden City, it is full of palace flavor from architecture to cultural and creative products, while Suzhou Museum is two words from architecture to products-literature and art. Over the past century, Suzhou culture characterized by "exquisiteness and elegance" created by Suzhou literati in Ming and Qing Dynasties has penetrated into all aspects of Suzhou, attracting many tourists. Suzhou Museum also pays attention to elegance. Next to Suzhou Museum is Humble Administrator's Garden, one of the four famous gardens. Part of the museum is the Loyalty Palace of the Taiping Heavenly Kingdom, and the Lion Forest is five minutes' walk south. I.M. Pei's design makes Suzhou Museum building one of the design elements of cultural and creative products, which creates a precedent for domestic museum building to become a bright spot and derives a series of cultural and creative products.