Traditional Culture Encyclopedia - Traditional stories - 2022 "BMW China Cultural Tour" released the innovation achievements of intangible protection.
2022 "BMW China Cultural Tour" released the innovation achievements of intangible protection.
"Great Beauty China: Case Collection of Creative Innovation in Intangible Heritage Protection" was released.
The case collection brings together 29 innovative and representative cases of one-on-one cooperation between non-genetic inheritors and tutors of Tsinghua Academy of Fine Arts, which vividly and accurately records the course, experience and experience of "designer+non-genetic inheritors" cooperation, and reflects the thinking, exploration and innovative practice of non-genetic inheritors in the process of "bringing heritage into modern life" in recent years. The case collection will be officially launched in June 2023.
"Great Beauty China: Case Collection of Creative Innovation in Intangible Heritage Protection" was released.
Mr. Gao Le, President and CEO of BMW Group Greater China, said: "For many years, BMW Group has made sustainable development the core of its corporate strategy. For us, sustainable development not only means green and low carbon, but also involves the harmonious development and interaction of people, environment and society. From 65438 to 2006, with the strong support of local governments and authoritative academic institutions,' BMW China Cultural Tour' has made important contributions to the protection of China's intangible cultural heritage, reflecting the BMW Group's concept of' home in China'. We will continue to be committed to the innovation, protection and inheritance of China's traditional culture, help traditional skills to glow with new vitality, and contribute to the' beautiful homeland' in a new era. "
Tsinghua Academy of Fine Arts BMW Intangible Heritage Protection Innovation Base Incubates Yunnan Intangible Heritage Creation —— Heqing Silver Forging Skills Series
At the same time, the Innovation Base newly released Yunnan non-legacy products. These works are the non-genetic inheritors of "BMW China Cultural Tour" awarded by the Innovation Base, and are designed and developed in the mode of "learning by doing". The newly released Yunnan intangible cultural heritage products will be exhibited together with cultural and creative products from Hainan and Liaoning at the 2022 "BMW China Cultural Journey" exhibition on intangible cultural heritage protection and innovation achievements. The exhibition is jointly sponsored by BMW (China) Automobile Trading Co., Ltd., BMW Brilliance Automobile Co., Ltd., Tsinghua University Academy of Fine Arts and China Science and Technology Museum, and will be exhibited to the public at China Science and Technology Museum from February 65438, 2022 to March 6, 2023.
Tsinghua Academy of Fine Arts BMW Intangible Heritage Protection Innovation Base Incubates Yunnan Intangible Heritage Creation-Photo Gallery
Dr. Dai, President and CEO of BMW Brilliance Automobile Co., Ltd. said: "2023 will mark the 20th anniversary of the establishment of BMW Brilliance. For BMW Brilliance, "Home in China" means that we not only promote the high-quality development of China automobile industry and Liaoning old industrial base by stimulating the development of industrial chain, but also extend our responsibilities beyond the factory. We practice corporate social responsibility through innovation and make contributions to China society. BMW's Chinese cultural journey is a model of BMW's corporate social responsibility, and it creates social value to the maximum through extensive social collaboration. "
Tsinghua Academy of Fine Arts BMW Intangible Heritage Protection Innovation Base Incubates Yunnan Intangible Heritage Creation-Leshan Water
The outstanding works of intangible cultural heritage collected in this exhibition of intangible cultural heritage protection and innovation achievements have been exhibited to the public for the first time in the National Exhibition Hall. These non-legacy works were created and designed by tutors and non-genetic inheritors of Tsinghua Academy of Fine Arts in a one-to-one "learning by doing" mode. Teachers and students of Mei Qing and non-genetic inheritors learn from each other and complement each other. On the one hand, it retains the exquisite skills and cultural connotation of traditional intangible cultural heritage, and at the same time, it aims to help intangible cultural heritage enter modern life and develop intangible cultural heritage products that are more in line with modern consumers' consumption habits and preferences with design thinking, which is an innovative exploration for the creative transformation and innovative development of traditional culture. Professor Marseille, President of Tsinghua University Academy of Fine Arts and Party Secretary, said: "The inheritance and protection of traditional culture need the participation of every social force. Our long-term and in-depth cooperation with BMW and our achievements again and again are the best proof and a successful example of empowering public welfare with design thinking. In the future, the two sides will continue to cooperate in depth and design for the country and the people through the social cooperation model of' politics (government)-enterprise (industry)-learning (technology)-research', so that more people can understand and fall in love with intangible heritage and make more contributions to' intangible heritage entering modern life'! "
Tsinghua Academy of Fine Arts BMW Intangible Cultural Heritage Protection Innovation Base Incubates Yunnan Intangible Cultural Heritage Creation —— Youfeng Lion
Tsinghua Academy of Fine Arts BMW Intangible Heritage Protection Innovation Base Incubates Yunnan Intangible Heritage Creation —— Pomegranate Flower Series Automobile Interior.
The BMW Intangible Cultural Heritage Protection and Innovation Base of Tsinghua Academy of Fine Arts hatched Li, a great creator of Yunnan intangible cultural heritage.
It is worth mentioning that the exhibition will also bring "tasteful and intangible" design into the hall of science and technology for the first time. Teachers and students of Tsinghua Academy of Fine Arts take Hainan's non-legacy works as the creative source, and combine the smells of sea, volcanic ash, Li Jin and other plant raw materials with non-legacy works to form a multi-level visual, taste and tactile display, create a rich immersive experience, bring tourists into the original ecological environment where non-legacy skills were born, and appreciate the harmony between people, culture and nature.
Series 7 of "Cai Hua Yao Hui Collection Edition" jointly created by BMW and Tsinghua University Academy of Fine Arts will also be exhibited to the public at the National Exhibition Hall for the first time. This car combines BMW's superb century-old car-making skills with the symbolic elements of China's traditional culture, and is a typical representative of the integration of eastern and western cultures. The design of the whole vehicle selects China cultural symbols such as Yuhuan pattern in Han Dynasty, Jilan porcelain and Dezhenxiang, and integrates exquisite craftsmanship such as embroidery, lacquerware and mother-of-pearl, showing BMW's understanding and respect for China culture with innovative thinking, and creating classic cases for reference.
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 * * * *. BMW believes that excellent enterprises should not only pay attention to performance and profitability, but also "connect" stakeholders, solve practical social problems and make contributions to local society. Pay attention to and deeply understand the social problems concerned by China government and society. BMW's corporate social responsibility focuses on three social issues: cultural protection, social development and environmental protection. Through BMW China Cultural Tour, BMW Children Traffic Safety Training Camp, BMW Tongyue Home and? The four flagship projects of "BMW beautiful homeland Action" continue to contribute to a better China society.
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