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Cultural appointment 丨 Cultural and creative rhinoceros

Beijing 2022 Winter Olympics and Winter Paralympics during the Winter Olympics mascot "Ice Dun Dun" among the cultural and creative world "top stream", related products on sale online store after 3 seconds was snatched up, the Winter Olympics licensed store The winter Olympic franchise store lined up hundreds of meters long line, can be said to be a pier hard to find.

This scene is not an isolated case, previously used the Grand Canal silt and wheat seeds planted along the coast of the composition of the "canal out of the ground wheat potted plants" in the network live broadcasting room debut, sold out in an instant. According to statistics, most of the people who bought the plants were young consumers.

With all this, the cultural and creative industry has become a trend, and China is leading the way because of its rich cultural and historical deposits, showing strong national cultural confidence.

Support "a pier hard to find" is the strength of Chinese culture to the world

Maybe a lot of people have a question in mind, why is the ice pier pier so popular? Online for several consecutive days on the hot search, related topics read billions of people, shopping platforms on the relevant stores, with the "ice pier pier" keyword goods are almost "seconds empty"; and offline, Beijing Wangfujing licensed store in front of the queue to purchase pier pier The enthusiasm is far more than the winter wind.

Some people say, "Because it is too cute, so I can not refuse." There is no doubt that the ice pier modeling is really cute, who see will be in the bottom of the heart will surge a happy and warm current.

So the new question comes again, why favor such a lovely shape is just right, lovely to let people can not let go?

All good results, there is a hard work process, as the so-called "everything on earth out of hard work". In fact, the process of creative design is very difficult.

In the case of time constraints, heavy task, ice pier pier design team leader, Guangzhou Academy of Fine Arts Professor Cao Xue set up a design team, the team was originally composed of 12 members to do graphic design, and later added 2 people specializing in 3D design. They worked tirelessly, **** drawing tens of thousands of manuscripts, forming more than 50 sets of programs and ideas, and selected 16 sets of reports to the Beijing Winter Olympics Organizing Committee.

The panel of experts from nearly 6,000 sets of programs from around the world selected 10 sets of programs, three sets of programs from Cao Xue's team, including the prototype of the ice dun dun dun dun - a string of ice candy gourds. Ice candy gourd is a northern snack, grounded, the outer layer of sugar coating can also be reminiscent of ice sports, and this layer of sugar coating is the source of inspiration for the ice shell of the ice dun dun dun dun dun dun dun dun dun dun dun dun dun dun dun dun dun dun dun.

In order to focus on reflecting the Chinese elements, Winter Olympic elements, they continue to improve the design according to the Beijing Winter Olympics Organizing Committee and relevant expert advice, after repeated testing and comparison, they decided: only to retain the ice shell, inside the package with the panda as the main body. Because the panda has Chinese characteristics, is very popular in the world, as the prototype of the mascot is more appropriate.

After a lot of hard work, the design team realized that a simple image design is more popular, a panda, a set of ice shell is enough. If it was too complex, it would have caused aesthetic fatigue among the public.

Eventually, wearing a helmet, wearing ice shells of the ice pier pier was born, symbolizing the national speed skating hall "ice ribbon" colorful halo embellished in the helmet, appearing futuristic, full of sense of technology.

Chinese elements and Winter Olympics elements are thus perfectly combined.

We look back, the panda as the prototype of the mascot, held in China's previous events is not the first time - the 1990 Beijing Asian Games mascot panda "Pan Pan", the 2008 Beijing Olympic Games, one of the mascot Fuwa "Jingjing, the official logo of the 2017 Chengdu International Marathon, Jinbao, the mascot of the first China International Import Expo, and Rongbao, the mascot of the 31st Universiade in Chengdu. "All of them use China's national treasure, the panda, as their mascot.

Quietly think carefully, to ice Dun Dun as a representative of the panda as the mascot of the cultural and creative products can be popular inside and outside, in addition to art, science and technology and fashion factors, the deeper reason is the cohesion of Chinese culture, appeal, radiation and attraction is being strengthened - the panda symbolizes peace, unity, friendship, harmony, and the beautiful symbolism of the panda, the panda is a symbol of peace, unity, friendship, and harmony. The panda symbolizes peace, unity, friendship and harmony, and also symbolizes the harmony between man and nature ****existence, from a global perspective, the panda can be said to be one of the symbols of China.

This proves from another angle that China not only has cultural symbols and cultural products that can be loved by the people of the world, but also shows the strength of Chinese culture to go global.

A tea plate to tell the story of the good wife

In the Palace Museum of cultural products, there is a tea plate is particularly striking - Qingliu Qiankun bamboo plate.

The shape of the appearance of the tea plate is a four-petal begonia, the plate is a clump of bamboo, elegant and clean, the plate is a dark green glaze, creating a clear air full of Qiankun mood.

The design of the tea tray is inspired by the "Bamboo" painted by a talented woman, Pip Sheng, 800 years ago.

Many people are unfamiliar with Pipe Sheng, but her husband is almost a household name - Zhao Meng\.

Some people say this about the couple, in ancient society, love couples are not unheard of, but there are very few couples like Zhao Meng\ and Pipeline Sheng, who are talented, share the same interests and love each other for life. Pipeline rises of calligraphy and husband Zhao Meng \'s calligraphy style is extremely similar, was praised with the Eastern Jin Dynasty Wei Fuse "Lady Wei" and known as the "two ladies of the book world".

Zhao Meng\ is a descendant of Zhao Kuangyin, the founder of the Song Dynasty, and an outstanding poet, painter and calligrapher of the Yuan Dynasty, who is known as the "Crown of the Yuan Dynasty". Pipe Sheng, said to be a descendant of the famous prime minister Guan Zhong in the Spring and Autumn Period, was a famous talented woman, capable of poetry, calligraphy and painting. In the 26th year of the reign of Emperor Zhiyuan (1289), Zhao Meng\, aged 36, married Piping Sheng, aged 28, and "in the 26th year, she returned to me." The happy time after their marriage became the golden period of Zhao Meng\'s artistic creation - from the calligraphic works such as the Running Script "The Rhetoric of Returning to China", the Running Script "The Fugue of Luoshen", the Regular Script "The Stele of the Imperial Teacher Gemba" and other works of calligraphy to the paintings such as "Picture of a Village in the Waters", "Picture of Drinking Horses on the Outskirts of the Autumn Countryside" and other paintings, which realized the style of Zhao Meng\'s art.

Zhao Meng\ praised his wife as a genius: "She is capable of poetry without learning poetry, and of painting without learning painting, and is blessed with natural talent." It is said that Emperor Yuan Renzong once asked Piping Sheng to write the Thousand Character Essay, and framed it together with the calligraphy of Zhao Meng\ and Zhao Yong, stamped it with a seal, and treasured it in the secretary's office.

Surviving works from the pipeline rise, its painting bamboo brush strong, elegant and natural, vivid and vivid, a breeze of righteousness.

Painting like a person, people like their paintings. In addition to his writing and calligraphy, Pipeline Sheng, virtue, speech and appearance of the work of all prepared to deal with family affairs, inside and outside of the whole, to treat guests, should be the world of affairs are always in the rituals of the degree of conformity.

In the fourth year of Yanv (1317), Zhao Meng \ was appointed as a first-grade official, and Pipeline Sheng was also appointed as "Mrs. Wei".

The next year, the pipeline is sick, many seek medical treatment, Zhao Meng \ repeatedly petitioned for a decree, asked to take his wife back to the south to recuperate, the court approved. 1319, they were able to buy a boat to the south, the return journey through the Shandong Province, the pipeline is sick and died in the boat, which gave Zhao Meng \ not a small blow.

A few months later, Zhao Meng\ wrote the calligraphy Luo Shen Fu, which is Cao Zhi's expression of the pain of the separation of man and God, perhaps Zhao Meng\ wrote this Fu in the heart of the deceased wife of pipeline rise, some say "in the beautiful ink, covered by a broken heart can not let go". Three years later, Zhao Meng\ died and was buried with his wife at the foot of Deqing Mountain in Huzhou.

Pipeline rising husband and mother, cultivate children and grandchildren, well organized, Zhao's family has a hundred generations, three generations out of the seven great painters. Zhao Yong, Zhao Lin, Zhao Yan is famous. The late Yuan and early Ming dynasty great painter Wang Meng, is the grandson of the pipeline rise, in such a family environment since childhood, unique, Wang Meng on the Ming and Qing dynasty landscape painting has a great influence, second only to Huang Gongwang, and later will be Huang Gongwang, Wu Zhen, Ni Zan, known as the "Yuan four".

Tradition and fashion collide with new colors

Many young people have picked up a mini "Luoyang Shovel", while drenching, while carefully exploring the treasure, and in the circle of friends to share their own "archaeology" process; there are also many parents for their children to buy! "Archaeological blind box", so that children in the treasure digging experience, cognitive culture.

We take stock, we will find that the museum has always been prudent and conservative, these years have been focusing on choosing to put their own classic elements of creativity, to create a more affinity, more grounded image. From the bronze mask-shaped cookies of the Sanxingdui, to the beautiful Tang Dynasty and handsome Han Dynasty in the Shaanxi Museum of History, to the wine containers in the Shanxi Museum, the cultural relics in the museums, the heritage on display, and the words written in ancient books are gradually coming to life. "The Chinese government's efforts to promote the development of the country's cultural heritage are also being recognized by the Chinese government, which is now a part of Chinese life.

It can be said that the old time Wang Xie Tangqian Yan, flying into the homes of ordinary people.

This also shows that rich cultural resources are an indispensable source of living water for popular culture; the creative transformation and innovative development of excellent traditional culture also requires effective dissemination, by means of popular cultural communication paths, including cultural creativity, so that the classics can go out of the museums and ancient writings and into the life of the people, so that they can be nourished and infused.

In this regard, cultural scholar Zhang Yiwu said that with the sublimation of the Chinese dream, Chinese people need to have a greater sense of happiness, more self-identity and more imagination for a better life. Cultural creativity is the strong support for a better life and self-identity. "Now begins a great era in which Chinese people strongly need new creations of cultural creativity. The arrival of this era has been felt from today. Our culture is going to continue to shine in the sublimation of the Chinese dream." (Muduo)

How should cultural and creative products be planned and designed?

The tourism industry and the cultural and creative industries have a natural coupling in terms of theme, content, form, carrier, service and so on. Cultural and creative tourism can enhance the core attraction of tourism products and expand the resource carriers of cultural and creative products. With the deepening of industrial upgrading and leisure consumption, the tourism planning industry needs to look at culture and tourism projects with a more open mind.

Based on the cultural tourism project development and construction of the existence of "heavy assets", Yunnan Greenway Tourism Planning and Design Co., Ltd. to light creation of tourism product research as the leading characteristics, through the excavation of special resources and cultural charm factor extraction, transformed into a cultural and creative IP, through the industrial planning, tourism planning, landscape design, Architectural design, engineering construction, investment operation and the whole process of customer source cultivation.

How to plan and design cultural and creative products?

More often than not, cultural and creative products do not sell well, the root of the cultural and creative product development and positioning on the bias, the designer of the product to face the consumer population, the use of pain points, etc., have not carried out in-depth research, just a pattern to take over a simple copy of the design mode of this sloppy design will lead to not have a good sales volume, the cultural and creative designers in the business considerations of the collective dementia is mainly due to the market environment.

This is not to say that designers can't make products with both cultural and commercial qualities.

The Prospect Industry Research Institute believes that binding cultural IP is a major focus. There is a need to do some explanation of cultural IP, this kind of IP should have a broader definition, such as Chengdu's panda post office, it is presented by the panda as a core, the panda is the nation's long-term accumulation of *** with the psychological awareness of the formation of cultural symbols, but you can hardly use a specific cultural form to summarize it.

Traditional product operation is to look at the flow, and now the Internet flow dividend disappears, the new media era, product operation needs a new way to play, good content is bound to attract eyeballs the key, and as a self-contained content of the cultural and creative products must be here in the big book. The rapid development of global cultural creativity makes the development of Chinese traditional culture ushered in a good opportunity, the local traditional culture into the product design has become a trend. Topford Group dismantled No. 5 Lianjiang South Road, Fuzhou City, Topford building materials, Cangshan store, built on the original site of the Topford Aesthetic Center construction area of 110,000 square meters, loft office and commercial each 45,000 square meters, parking lot 20,000 square meters, with "green, art, wisdom" architectural features. With the planning of "aesthetic concept of life, cultivating life literacy, and beautiful living space", Tuofu Aesthetic Center operates culture, education, sports and arts, catering and leisure, building materials and home furnishings, and creative design business, with the business characteristics of "aesthetic education, gourmet food, and beautiful things".