壓瀲傘沼覽生瀁

Cultural and creative products: look at the value and look at the temperament

来源:中国文化报 高昌 08:38, January 08, 2020 Source: Gao Chang, China Cultural News

All of a sudden, the spring breeze came, and all kinds of cultural and creative products also swarmed like thousands of trees and pear blossoms. This feeling is even stronger in Beijing, an ancient and fashionable city with many cultural IPs.

Trendy cultural and creative products such as the Forbidden Ice Bauble Square scarf and the Forbidden Ice Bauble coffee set are catching the eye, and the Summer Palace and the Temple of Heaven have frequently made great efforts in creating cultural and creative activities in Beijing. A refreshing look: In the Mid-Autumn Festival 2019, the Summer Palace specially invited the influencer illustrator of China Daily to design a "Yihe Box" moon cake, which cleverly charms the IP symbols of festival culture, palace culture, food culture and world cultural heritage The combination has become a beautiful cultural and creative landscape of the season. Then they launched the exquisite and small Summer Palace hand warmer in the winter, blending ancient elements with modern aura, not only transmitting the temperature and the grace, but also the beauty and elegance of the culture. They quietly entered the Internet hot search. . And what about Tiantan Park? Also in conjunction with Beijing International Design Week Co., Ltd., a big move came out not long ago-the first launch of the elegant and luxurious New Year's gift-2020 "Almanac". "Prayer Calendar" is based on the Temple of Rites and Music culture as the core and the traditional Chinese tradition of 24 solar terms as the main thread. It integrates the Temple of Heaven architectural aesthetics, the concept of respect for heaven, the astronomical calendar, and phenology and agriculture. Traditional elements such as culture and blessing are called the first cultural souvenirs to celebrate the 600th anniversary of the Temple of Heaven. The Xishan Rain Book Book Lamp, recently launched by the National Museum, is also quite eye-catching. This book lamp is inspired by the Yuan Dynasty painter Huang Gongwang's ink and ink scroll scroll "Intent of the Xishan Rain". It is full of elegant mood and hazy beauty. The cold winter days are shining beautiful and warm ...

In Beijing after the first snowfall of 2020, there was still a trace of chill in the air. And count the various cultural and creative products in Beijing-those cute people who make people miss, can't help but be filled with warmth. What kind of cultural and creative products are most eye-catching? Of course, the first is cultural and creative "face value" that has a broad audience base and cannot be copied and imitated. Some cultural and creative developments before were too light-hearted, neither did they excavate and display the heavy traditional culture well, too many similarities in the presentation form, insufficient innovation, in short, the "face value" was low. The recent surge of cultural and creative "face value" in Beijing is quite amazing. For example, the pattern design inspiration of the Summer Palace warm hand treasure comes from the treasured embroidery screen in the Summer Palace-the hundred birds Chaofeng. The styles of Warm Handbags are named "Feng Feng Peony", "Listening 鹂 袅袅", "Hundred Birds Phoenix" and "Golden Bird Flying Rainbow". Each name sounds graceful and elegant, and has all manners. According to the pattern meaning of each style, it is also equipped with exquisite and elegant gift box and flannel bag. This elegant "face value" is not only good-looking, but also delicious and easy to use. It can warm your hands, recharge, and can also be used as a makeup mirror. Such an "artifact" is inseparable from the cultural heritage, but also from the sense of creativity and vitality of innovation.

Of course, with "face value", you can't be willful, because you also have "temperament." People often talk about the use of cultural and creative development to help the inheritance and promotion of excellent traditional culture. It is not an empty slogan, but the inner soul and deep power of cultural and creative products. Imagine that if the Temple of Heaven's "Pray for the Year" also follows the pattern of imitating and copying the "Forbidden City Calendar", it will not only not work, but it may also make a laugh. The "Prayer Calendar" combines the cultural characteristics of the Temple of Heaven to "innovate", and uniquely uses and presents the design elements and content forms around the 24 solar terms culture, combining the Temple of Heaven architecture, trees, flowers, climate, and phenological characteristics. , Make the cultural connotation more heavy, the design ingenuity is more unique, the unique temperament is more prominent, so that it also truly shows its own cultural personality. With the unique and precious “temperament”, it can truly have the fragrant and creative charm of the text, and at the same time, it has also revealed the values of respect for the ancestors of the law, respect for virtue, and respect for virtue. Although the "Forbidden City Calendar" has been popular for many years, the Temple of Heaven "Praying Almanac", which came only this year, is indeed a bit late, but after all, it is a creative way of its own, which is still worth encouraging and looking forward to.

The "face value" and "temperament" make the creative culture symbolic aesthetic value. The flowing cultural and creative products have brought the immovable Forbidden City, the Temple of Heaven, the Summer Palace, etc. to the vast and strange distances. The symbolic value of traditional IP blends into a warm atmosphere of life and elegant emotional space, and radiates the brilliance and charm of the cultural brand itself. It shows the magical cultural imagination and bold artistic creativity, reflects the quality of the times and the wisdom of life in the integration of cultural travel, and also enhances the knowledge structure and spiritual world of people with its aesthetic context.

"Beauty value" and "temperament" enable cultural and creative products to obtain the temperature of life and extend the life cycle of them indefinitely. The cultural value and the creative value of life aesthetics make the acceptance and absorption of the public become willing. The added cultural value and aesthetic value of practical value has become a passport to people's hearts, and it has also become the most real soft power and hard reason for the existence of products.

The "face value" and "temperament" bring real impact and shock to cultural and creative products. Carry meaning, sense life, and communicate culture. Only intimate resonance and resonance can bring sincere praise and affection. In addition to the material value, there is more spiritual connotation. Strong flavor, trendy taste, outstanding regional characteristics, and full product creativity have consolidated the market support foundation of cultural and creative products. In the final analysis, it is still necessary to satisfy the people's longing for a better life.

"Praying Almanac", hand warmers, book lights, ice towels ... "walking" cultural and creative products have a great value, and their temperament is not bad. With the history of "walking", the geography of "walking", the ancient culture of "walking", they walk together in the good times of the fashionable and warm new era. One by one, the traditional cultural IPs, because of these little cute people, become younger, more beautiful, full of vitality, how wonderful.

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(Responsible editor: Lin Xiumin)

Cultural and creative products: look at the value and look at the temperament

来源:中国文化报 2020-01-08 08:38 Source: China Culture News
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