Guangming Network reporter Pan Xingbiao
Playing a live-action script killing in Dashilar, crossing the Qianmen Street to the city of Beijing in the Yuan, Ming, Qing and Republic of China periods, punching cards and grabbing red envelopes on the central axis of Beijing through AR technology... In the "Beijing Bank Cup" 2021 Beijing Central Axis Cultural Heritage Inheritance and Innovation Competition (hereinafter referred to as the "Beijing Central Axis Creative Competition"),new scenes of cultural consumption and new format scheme track, imaginative solutions emerge in an endless stream.
Since the launch of the New Scenes and New Format Schemes for Cultural Consumption in the Beijing Central Axis Creative Competition on October 25, 2021, it has received widespread attention and positive responses from all walks of life. At present, the event has entered the final evaluation period, and the 30 proposals that emerged from the re-evaluation were finally contested at the final evaluation roadshow final held on December 29, 2021, and the final results will be announced in early January.
"There are both large state-owned enterprises such as Tianqiao Shengshi and large private enterprises with core advantages in the field of culture and science and technology such as Huawei Hetu; there are well-known foreign-funded enterprises such as Merlin Entertainment, and there are many start-up small and micro enterprises operating in the Qianmen area; there are both long-established enterprises such as Duyi and Longqingxiang, and there are young student teams represented by students from Beijing Fashion Institute and Beijing Printing Institute." Yang Yueming, an expert judge of the Beijing Central Axis Creative Competition, a professor at Beijing Normal University and vice president of the Capital Institute of Cultural Innovation and Cultural Communication Engineering, said that the enthusiastic participation of all sectors of society shows the public's concern and expectation for the spatial innovation and revitalization of the historical and cultural blocks represented by Qianmen Avenue.
Beijing Central Axis Creative Competition Cultural Consumption New Scene, New Format Scheme Track Final Evaluation Roadshow Final Scene (Courtesy of the Organizing Committee of Beijing Central Axis Creative Competition)
Contemporary expressions of traditional festivals
Five thousand years of Chinese civilization has left countless cultural treasures, in recent years, China has continuously promoted the revival of excellent traditional culture, and further inheriting and developing excellent traditional culture is the call and mission of the new era. As an important carrier of excellent traditional culture, traditional festivals embody the traditional beliefs, ethics, values, and behavioral norms of the Chinese nation. Entering the digital era, the ever-changing digital technology has opened up new spaces and paths for promoting excellent traditional culture, and has also promoted the integration of traditional festivals into people's lives, so that more and more young people can experience the charm of traditional festivals.
Beijing Hetu United Innovation Technology Co., Ltd.'s participation plan "Central Axis Digital Native World New Year Characteristic Activities - Based on River Chart AR Technology" is based on excavating the cultural connotation of The Central Axis of Beijing, with the River Chart Digital Solution as the main means of realization, to create the Central Axis Digital Native World New Year Characteristic Activities.
"Through the Interactive Functions of the New Year such as Hetu AR Technology Landmark Punch card, Red Envelope Rain, and Blessing, we will promote the inheritance of traditional culture with scientific and technological innovation, enhance the novelty of cultural dissemination methods, so that people can better perceive the charm of the central axis, experience the central axis culture of Beijing, and attract more people to approach the central axis." Yang Wanjie, manager of the marketing department of Beijing Hetu United Innovation Technology Co., Ltd., introduced, "We hope that through the integration of science and technology, business and culture, we will promote the transformation of people to passenger flow, create new consumption scenarios, drive the festival economy, and enhance the vitality of Beijing's central axis region." ”
"We can imagine that when we stroll on Qianmen Avenue and open the mobile phone terminal, the virtual landscape corresponding to the real scene presents a lively and peaceful atmosphere of the Spring Festival. Virtual mythical beasts can also act as guides, guiding us to a particular shop. This solution is a typical example of digital technology empowering cultural consumption. Yang Yueming commented.
An immersive experience of historical scenes
In 2017, the world's first interactive miniature experience hall "Big City Portrait Berlin" created by the British Merlin Entertainment Group opened in Berlin, Germany. As the second in the world after "Big City Portrait Berlin", "Big City Small Statue Beijing" opened on Qianmen Street in the summer of 2018. Set against the backdrop of a creative story, "Big City Portrait Beijing" combines immersive sound and light special effects and interactive miniature scenes, and uses modern sound and light special effects and multimedia interaction technology to clearly show the transformation of Beijing from the Yuan, Ming, Qing, Republic of China to the modern metropolis.
With the rise of the national tide culture, "Big City Small Statue Beijing" combined its own advantages to launch the competition plan "Historian's Treasure". "The Historian's Treasure" is committed to providing a fun and educational parent-child treasure hunting experience, so that parents and children can not only immerse themselves in the historical and cultural feast, but also appreciate the essence of old Beijing culture in multiple dimensions.
"At the beginning of the interactive game, children receive a letter from a historian leading them on a journey to find the treasure. Children need to fully mobilize their observation ability, historical knowledge, logical judgment, understand the precious cultural content such as Beijing's thousand-year-old architecture, customs, etiquette, historical time and important figures, combine the hottest decryption concepts, unlock 12 secret orders in turn, and finally find historical treasures. Wang Rui, general manager of the Beijing region of Merlin Entertainment Group in the United Kingdom, said, "This project was jointly created by experts from China and the United Kingdom, and the project team members, together with Chinese historians and scholars from the Institute of Sinology of Oxford University in the United Kingdom, spent a lot of time consulting classics, from cultural research to details, trying to restore the most authentic historical appearance, and telling the millennium story of Beijing from a different perspective on the central axis." ”
Dashilar, not far from the location of the "Big City Portrait of Beijing", is a familiar place for Beijing citizens. Dashilar is one of the most existing neighborhoods in Beijing that embodies the style of the ancient capital and traditional commercial culture, which not only carries historical memory, but also witnesses the power of innovation.
Beijing Daxiong Cultural and Creative Co., Ltd.'s competition plan "Qianlong Collection Immersive Live-Action Script Experience" takes the historical story that occurred in Dashilar as the main line, connects the old street merchants through immersive live-action script visits, and activates the resources of the neighborhood.
"We use the immersive live-action script experience to treat Dashilar as a large-scale open scenic spot, combining online game thinking, virtual reality hardware, offline business services and the cultural characteristics of the historical district space, to provide people with interesting story scenes that relive the memories of Dashilar in different periods of history." Zheng Jing, general manager of Beijing Daxiong Cultural and Creative Co., Ltd., introduced, "With the natural historical scene and the new form of cultural tourism experience, we hope that we can pass on the central axis culture with profound heritage to more people, so that people of different ages can feel the charm of culture in the experience." ”
The diverse presentation of the new wave culture in the ancient capital
Today, long-established brands are often challenged by new consumer perceptions. How to attract the attention of young consumers is a problem faced by many long-established brands. The "Qianmen Business Circle × Jingpin Guochao - 800 Years Through Beijing" submitted by students of Beijing Fashion Institute and "Beijing Colorful Colors" - Space Design and Operation of Dabei Photo Studio submitted by students of Beijing Institute of Printing explore the integration of trendy culture into time-honored brands and attract the attention of young people.
"Qianmen Business Circle × Jingpin Guochao - Through 800 Years of Beijing" circulates for the Qianmen business district through offline visual and online fun. The plan plans to divide the theme activities of the Qianmen business district throughout the year into four seasons, and each season can allow tourists to experience a wealth of activities. We hope to use 'intangible cultural heritage renewal + cultural creativity + Beijing impression' to evoke the reminiscences of Beijingers, set off the trend of 'Beijing' aesthetic pursuit of the new generation of national tide, and create a delicious, fun, good-looking, easy-to-buy, easy-to-use Beijing market. Tang Hongjuan, a student of Beijing Fashion Institute, introduced, "While driving consumption, it still does not lose the characteristics of the old brand." Innovate while maintaining the ancient rhyme and strive to find a balance between the two. "In addition, we have adopted a multi-party linkage strategy to integrate Alipay, WeChat and activities, starting from the bits and pieces of people's lives, so that young people can like and then love the central axis culture of Beijing." Wang Jingning, a student at the Beijing Institute of Fashion, said.
"Beijing Colorful" - Space Design and Operation of Dabei Photo Studio is transformed into Dabei Photo Studio by combining the characteristics of the old Beijing courtyard and integrating the new Chinese style, and strives to convey the beauty of Chinese culture to customers. "Dabei Photo Studio itself is a long-established brand, and it is located in the Qianmen business district, the geographical position is superior, if you add a unique decoration style and a design concept with Beijing characteristics, it will be more attractive than other photo studios in Beijing." Jia Yidan, a student at the Beijing Institute of Printing and Printing, said that the remodeled Dabei Photo Studio is both a time-honored brand and a novel design concept, and will be a very representative shop in the Qianmen business circle.
"Rather than focusing on new scenarios and new formats, I prefer to define these solutions as how to discover new people and new contacts for the dissemination of cultural resources in the central axis." In Yang Yueming's view, many people have the impression that the central axis of Beijing is ancient, historical and solemn, which makes the psychological distance between ordinary people and the central axis relatively far. The unique value of the central axis as a cultural heritage lies precisely in the fact that it is endless, and it is in line with historical changes, urban development, and the renewal of neighborhoods.
"From the Bell and Drum Tower to the Yongding Gate, the 7.8-kilometer-long central axis, after historical precipitation, epitomizes the five functions of Beijing's politics, economy, culture, life and ecology. Through the holding of this competition, the value connotation of the central axis of Beijing has been further excavated, some originally vague understandings have been clarified, and the 'golden business card' of the central axis has been polished more brightly. Qiu Yue, chairman of the Beijing Urban Planning Society, an expert of the Beijing Famous City Committee and a professor-level senior engineer, believes that "compared with the results of the competition, the competition process of the Beijing Central Axis Creative Competition is more meaningful, which creates an atmosphere for the whole people to participate in the protection of cultural heritage, attracts more people to approach the central axis, invest in the protection of the central axis, and invest in the inheritance and development of China's excellent traditional culture." ”
Source: Guangming Network