"BMW China Cultural Tour" intangible cultural heritage protection and innovation exhibition opened in Beijing.

On February 24th, "BMW China Cultural Tour" was officially launched in China Science and Technology Museum. Co-sponsored by China Science and Technology Museum, BMW China and Tsinghua University Academy of Fine Arts, the exhibition will be open to the public at China Science and Technology Museum from February 24th. BMW Group implements the strategy of sustainable development and is committed to realizing the future of electrification, digitalization and recycling. BMW Group believes that sustainable development not only means green and low carbon, but also involves people and society. "BMW China Cultural Tour" is an exhibition of intangible cultural heritage protection and innovation achievements, celebrating the 20th anniversary of the publication of UNESCO Convention for the Protection of Intangible Cultural Heritage with practical actions. ?

Dr. Dai, President and CEO of BMW Brilliance Automobile Co., Ltd. said: "BMW Group implements the sustainable development strategy and is committed to realizing the future of electrification, digitalization and recycling. We believe in "no responsibility, no luxury". Luxury brands should be responsible for economy, society and environment from the perspective of sustainable development. Sustainable development not only means green and low carbon, but also concerns people and society. This exhibition presents the social achievements of BMW and its partners * * * 17 years, promoting sustainable development with cultural protection, and perfectly interpreting the comprehensive sustainable development concept of BMW Group. " ?

The BMW group believes that sustainable development not only means green and low carbon, but also concerns people and society?

UNESCO pointed out that the social development goal (SDG) takes economy, society and environment as its three pillars, and culture is the core of the sustainable development goal, which has made important contributions to the three pillars horizontally. Only by putting culture at the core of development policy can we ensure people-oriented, inclusive and fair development. ?

The sustainable development concept of BMW Group is not only reflected in its core business, but also in the highly coordinated and sustainable development of people, society and environment. In 2007, BMW launched the "BMW China Cultural Tour" in China, aiming at protecting China's intangible culture. Since 17, "BMW China Cultural Tour" has donated more than 25 million yuan to 90 non-legacy projects and research topics in urgent need of protection, funded and empowered nearly 1,000 non-genetic inheritors, and influenced and promoted nearly1600,000 people to join the ranks of non-genetic inheritors. ?

Professor Xia Zehan, representative of UNESCO's representative office in China, said in a video speech at the opening ceremony: "When we carry forward the powerful energy of intangible cultural heritage, we must bear in mind that it is not only a source of pride and inspiration, but also a powerful means to achieve sustainable development and promote social integration. Recognizing intangible cultural heritage is a powerful tool for us to build a better world based on dialogue, respect and human dignity. 2023 marks the 20th anniversary of the promulgation of the UNESCO Convention for the Protection of Intangible Cultural Heritage. We welcome partners from all walks of life to celebrate this important year with us and continue to contribute to the protection of intangible cultural heritage. The intangible cultural heritage protection innovation exhibition jointly organized by BMW China, China Science and Technology Museum and Tsinghua University Academy of Fine Arts is a typical case of promoting intangible cultural heritage protection. " ?

There is a "taste" exhibition, and the concept of circular economy echoes the ancient and modern "harmony between man and nature, harmony between man and nature"?

"Chinese civilization has always advocated harmony between man and nature, Taoism and nature, and pursued harmony between man and nature." In this exhibition, the unremitting pursuit of "recycling and sustainable development" in the sustainable development concept of BMW Group is also implemented in the exhibition. At the beginning of curation, the concept of recycling was integrated into the exhibition design. 30% of the exhibition materials use recyclable paper exhibits, plus other exhibits, ***75% of the exhibition materials are recyclable. ?

China's long-standing intangible traditional skills, based on the fine local traditions, respect for nature and make the best use of everything, profoundly embody the philosophy of "harmony between man and nature" in China culture, and realize the dialogue across time and space with the contemporary concept of "cradle to cradle" circular economy. ?

The series "Leshan Water" was created by Professor Li Wei of Tsinghua University Academy of Fine Arts and Duan Yuan * *, the inheritor of Bai tie-dyeing skills. With Isatis indigotica and bluegrass as raw materials, soybean powder and lime powder as pulp dyeing, the combination of manual and nature was recorded by tie-dyeing and hanging dyeing. At the same time, based on the layout of China's landscape artistic conception, this series of works creates the impression of China's landscape in the natural variation of materials. ?

The exhibition also brought "tasteful and intangible" design into the hall of science and technology for the first time. Using the method of "smell design", inspired by Hainan's intangible cultural heritage works and local human and natural environment, six kinds of scents, such as seaside wind, coconut fragrance and Polygonum blue dye, were extracted and integrated into the exhibition. Through the odor design device, it provides an audible, considerable and tangible interactive experience device for the audience, guides the audience to create a rich immersive experience, brings them to the original ecological natural environment where the intangible cultural heritage technology was born, and makes the audience get the message of "harmony between man and nature". ?

Integrate culture, art and science to provide creativity for sustainable development?

UNESCO points out that cultural heritage (whether material or intangible) and creativity are resources that need to be protected and carefully managed. If initiatives that give priority to culture can be successfully involved, creativity and culture will play a driving and empowering role in achieving these goals. ?

Culture, art and science are trinity and complement each other. At the innovation exhibition, the innovation and development forum with the theme of "the integration of culture, art and science" brought together many famous experts and scholars in related fields in China. Together with non-genetic inheritors, they discuss how cultural inheritance and creativity can contribute to sustainable development, break the margin of intangible cultural heritage protection through cross-border collision, create more possibilities for the inheritance and development of traditional culture, and protect intangible cultural heritage through innovative exploration. ?

Mr. Yin Hao, a member of the leading group of China Association for Science and Technology and director of China Science and Technology Museum, said: "Report to the 20th CPC National Congress of the Party put forward that the modernization of China is a modernization in which material civilization and spiritual civilization are in harmony. We should not only inherit the excellent traditional Chinese culture, but also meet the people's growing spiritual and cultural needs. Science and Technology Museum is an important platform for China's public cultural service system, an important position for popularizing science and culture, and undertakes an important mission of improving citizens' scientific and cultural quality. This exhibition innovatively combines art, culture and science, providing new ideas for popular science education of traditional culture, and setting a practical example for better implementing the strategy of rejuvenating the country through science and education, strengthening the country through talents and driving development through innovation. " ?

Professor Marseille, president of Tsinghua University Academy of Fine Arts, said: "Excellent traditional culture needs to be innovated through inheritance and passed on through innovation. Over the years, we have been deepening our cooperation with BMW, exploring innovative paths and modes of non-genetic inheritance, protection and development, and constantly contributing to "non-legacy into modern life". In the future, the two sides will continue to give play to their respective advantages, introduce more artistic and scientific forces for cultural inheritance and protection, integrate innovation, and further promote the sustained and healthy development of culture. " ?

In this exhibition, Series 7 of "Cai Hua Yao Hui Collection Edition" jointly created by BMW and Tsinghua University Academy of Fine Arts perfectly interprets the realm of "the fusion of art and science, the fusion of western aesthetics and oriental aesthetics". The design principle of the car is "beyond the image, great beauty is invisible" and "harmony" is the core value. Inspired by China's traditional aesthetics, the vehicle design takes the pattern of "landscape clouds" as the design element, creating the artistic conception of mountains and rivers that China people have always liked, and showing the oriental aesthetic values of "harmony and elegance". At the same time, the symbolic elements of China culture, such as Yuhuan pattern, celadon, Dezhen statue, etc. Selected works of the Han Dynasty, combined with exquisite craftsmanship such as embroidery, lacquerware and mother-of-pearl, show BMW's profound understanding of China culture with innovative thinking, and create a classic case for reference, that is, "East and West cultures have their own advantages" and "beauty and * *". ?

In 20 16, BMW and Tsinghua University Academy of Fine Arts established the "Intangible Cultural Heritage Protection Innovation Base" to help non-genetic inheritors design and develop intangible products with empowering thinking. In the past six years, BMW and Tsinghua Academy of Fine Arts jointly held six exhibitions of social innovation achievements and more than 20 seminars, benefiting nearly 500 non-genetic inheritors from all over the country. In the innovation base, tailor-made training programs were carried out for non-genetic inheritors from Sichuan, Hunan, Yushu, Hainan, Liaoning, Hubei and Yunnan, and "one-on-one" innovation empowerment work was organized. ?

Adhering to the concept of "home in China", BMW Group continues to create value for customers, local society and China automobile industry in China, and promote the development of * * * *. Pay attention to and deeply understand the social problems concerned by China government and society. The corporate social responsibility of BMW China pays attention to social strategic issues such as "cultural protection" and "environmental protection" in China, and involves stakeholders extensively with innovative thinking and actions. Through projects such as "BMW China Cultural Tour" and "BMW beautiful homeland Action", we will continue to contribute to the high-quality development of China society and actively practice the concept of "home in China".