Furong District has built a 960 art PARK and risen xiang embroidery cultural innovation "industry + consumption" complex

Changsha Evening News all-media reporter Zhou Travel

Wandering in the Hunan Xiang embroidery museum, a piece of exquisite works full of ingenuity, dazzling; based on the Xiangxiang culture of the Xiang embroidery theme literary creations, so that tourists can not let go; the complex of e-sports theme hotels, net red boutique hotels have a high rate of film, a room is difficult to find; Xiang embroidery theme of the high-end tea banquet restaurant, the abandoned courtyard is transformed into a Chinese courtyard, gently shake the bamboo chair, hold the tea, you can steal the floating life half a day idle...

North Station Road traffic is busy, a quiet courtyard next to the road, on the letter Hunan Xiang Embroidery Research Institute Co., Ltd. a few big characters, lined with stone lions standing, exceptionally quiet, into the courtyard is a different cave sky. The 960 Art PARK, which was remodeled and expanded from the old factory building in the 1980s, has now become a Xiang embroidery cultural innovation "industry + consumption" complex where literary and art lovers are competing to punch the clock.

More than 4,000 works in the museum's collection tell the story of Xiang embroidery's past and present lives

Working in the courtyard for more than 30 years, Wang Ailing, director of the museum affairs department of Hunan Xiang embroidery museum and senior arts and crafts artist, described the changes in the old factory building as "earth-shaking". In 1984, the Xiang embroidery institute moved from the original Wuyi Square Xiangxiu Building to Station Road, and built a two-story factory on this wasteland: "At that time, there was no air conditioning, and the embroiderers relied on electric fans in summer and stoves in winter, not to mention elevators, and the conditions were very difficult." In 2014, the Xiang embroidery institute was rated as the "national intangible cultural heritage productive protection demonstration base", in order to better carry out the non-genetic habits and protection of xiang embroidery, the Xiang embroidery institute began to comprehensively improve the quality of the old plant, the area expanded at the same time, the hardware level was also greatly improved.

The characteristic mane stitch method makes the descending tiger delicate and vivid; one side is a tiger, the other is a panda, and the double-sided embroidery is ingenious... On the morning of the 11th, lingering in the Hunan Xiang embroidery museum, Ritchie, an international student from Pakistan, could not see enough, and he excitedly exclaimed: "Xiang embroidery is so amazing!" I want to stay here for a week! ”

Xiang embroidery has a long history, as early as 2,000 years ago, the art of embroidery in Xiangchu region has been highly developed. From the 60s to the 1980s, Xiang embroidery works have gone to more than 60 countries and regions and are all the rage. Hunan Xiang embroidery museum is divided into four theme exhibition halls according to the theme: "The Source of the Needle Tip - Magical and Magnificent Chu Han Embroidery", "The Xing of the Needle Tip - The Flower of World-renowned Famous Embroidery", "The Grandeur of the Needle Tip - Colorful Contemporary Xiang Embroidery", "The Dream of the Needle Tip - Embroidery of the People's Beautiful Life", and more than 4,000 rich collections are displayed to tell the past and present lives of Xiang embroidery art.

"If the old museum is mainly to display works, then the new museum pays more attention to excavating historical background and Xiang embroidery stories on the basis of the original." Fang Jing, deputy director of Hunan Xiang embroidery museum, introduced that in 1999, the original museum of Hunan Xiang embroidery museum was completed and opened, and in 2015, the provincial Xiang embroidery institute launched a quality improvement transformation of the museum, not only reorganizing the development process of Xiang embroidery, using modern methods such as light and shadow technology and scene restoration to present the charm of Xiang embroidery from multiple angles, but also under the guidance of a number of Xiang embroidery masters, in accordance with the style of the 90s of the last century, rescue production and restoration of more than ten works, so that the master's skills can be inherited. In 2019, the construction of 960 Art PARK was launched, renovating and expanding the two-story old factory building originally built in 1984 and introducing a rich business format.

More than 100 types of cultural and creative products continue the new legend of Xiang embroidery

Bright indigo and emerald blue silk thread, supplemented by gold thread, red coral, silver rice beads and other decorations, exquisite craftsmanship, stunning luxury. Last year, the "Cui Xiangsi" collection-level wedding theme bedding jointly launched by the Provincial Xiang Embroidery Institute and Mengjie Company aroused great concern as soon as it was launched. This is another attempt at cross-border integration of Xiang embroidery in the province. The combination of traditional skills and fashion makes Xiang embroidery come to life. In recent years, it is also similar modern creative and innovative products that have made Xiang embroidery into people's daily lives and into thousands of households.

Walk into the embroidery shop in 960 Art PARK, from earrings, necklaces, bronze mirrors, to screens, ornaments, costumes... After ingenious design, Xiang embroidery elements are perfectly integrated with various objects, and a variety of cultural and creative products make Xu Xiaoqin, a young literary and artistic youth who came to visit, intoxicated.

"In people's impressions, intangible cultural heritage is always labeled 'old', but when new life and ancient meet, this dialogue that travels through time and space often has unexpected surprises." Fang Jing told reporters that since 2013, the Provincial Xiang Embroidery Institute has tried to launch cultural and creative products, and after the completion of the new museum in 2019, it will further upgrade the cultural and creative products. The institute currently has more than 1,000 copyright registered works, which are based on the transformation of cultural and creative copyright, which has made great achievements.

Endless new ideas make the intangible cultural heritage "tide" up - a few magpies on the Bluetooth speaker cleverly stand on the branches, the swaying earrings reproduce the retro and mysterious Mawangdui embroidery elements, and the exquisite hand embroidery makes each light technology notebook, jewelry storage box, and special-shaped ornaments a unique "couture"... At present, the Provincial Xiang Embroidery Institute has opened up more than 100 cultural and creative categories, allowing Xiang embroidery to "fly into the homes of ordinary people" in various forms.

35 enterprises settled in to create an "industry + consumption" complex

In front of the ear is the guqin, in front of the exquisite garden, or stop to admire the Xiang embroidery works, or drink tea, talk about the sky, even time has become timeless and calm. After a year, Xie Meng carefully built the originally deserted courtyard in the Xiang embroidery institute into a "tea banquet" in the museum, and named it "Embroidery Garden", which attracted many diners soon after its opening.

Push open the "organ", the hotel lobby revealed its true appearance, 64 sets of national tide cultural characteristics of the room, each corner is "out of the film" - this humanistic and artistic hotel called "Hidden" has become a new place for many foreign tourists to punch cards. In the same building, the e-sports hotel named Ares, each room is equipped with a high-equipped e-sports computer, which is the "favorite" of the "post-00s" who love e-sports.

"Committed to the Xiang embroidery intangible cultural heritage innovation pilot, leading the upgrading of the business district, from planning and design to industrial introduction, we have a lot of thought." According to the person in charge of operations of 960 Art PARK, initially, in the process of planning 960 Art PARK, some medical institutions came to contact and finally declined: "We hope to create a complete cultural format, so that tourists can come and stay." ”

With Hunan Xiang embroidery museum and provincial Xiang embroidery institute as the core, 960 Art PARK has created a Xiang embroidery cultural "industry + consumption" complex integrating intangible cultural heritage protection, cultural dissemination and industry, with a total area of 12,807 square meters, and currently 35 small and medium-sized enterprises, covering art, culture and other categories.