Cultural creation has become the standard of various museums What cultural and creative masterpieces will the museum come up with this year's Spring Festival?

Beijing, January 27 news (Guan Xin, a reporter of the Central Broadcasting Network) In the past two years, cultural creativity has almost become the standard of various museums, and the Spring Festival is regarded as the best time for cultural and creative "circle fans". This year's Spring Festival, what cultural and creative masterpieces did the museum come up with?

Recently, Guobo and the long-established Quanjude joined hands to put on the shelves a family blessing Golden Tang Buddha jumping wall gift box; the audience who entered the Guobo can also drink the coffee of Chang'e Benyue and eat the ice cream in the shape of Da Lu Ding. Zhejiang Liangzhu Museum has also recently launched a "Liangzhu Dingsheng" gift box, which combines Liangzhu elements with Hangzhou's time-honored Chinese brand "Zhiweiguan" traditional snack Dingsheng cake...

Other museums have also made some new attempts. What to eat, what to use, what to play, many museums provide solutions that "come from cultural relics to life".

"Every festive season, three pounds of weight", especially the Spring Festival, which is the most valued festival in Chinese, the museum's cultural creation also looks at this good opportunity. During the Spring Festival, the "Ancient Chinese Food Culture Exhibition" will be exhibited at the National Expo. The Golden Tang Buddha jumped off the wall launched by Guobo, and the outer packaging is based on the Guobo Museum's collection "Xianzong Lantern Xingle Picture Scroll", which depicts the lively atmosphere during the festival in the palace during the Ming Dynasty. Buddha jumping off the wall, also known as "Fu Shou Quan", means beautiful, and is said to have originated from the Qing Dynasty light years, with a history of nearly two hundred years.

In addition to the Buddha jumping off the wall, Guobo also launched a "Lantern XingleTu New Year Refreshments" gift box. The inspiration still comes from the "Xianzong Lantern Xingle Picture Scroll", in which a cargo lang is the most eye-catching, the north and south are currency, full of dazzling, and the children hug each other, which is the most joyful scene.

Liao Fei, head of Guobo Food and Creative Creation, said in an interview with the media, "Guobo designed the coffee of Chang'e Benyue lahua, the ice cream in the shape of Da Lu Ding, and designed it into a New Year gift box that is easy to carry and logistics, hoping that people who have not entered the museum can also enjoy it." ”

Liangzhu Museum has also recently launched a "Liangzhu Dingsheng" gift box, which combines Liangzhu elements with Hangzhou's time-honored Chinese brand "Zhiweiguan" traditional snack Dingsheng cake, which is used and eaten. The vessel design comes from the black pottery beans of the Liangzhu culture, the glaze color is the red color of the Liangzhu inlaid jade lacquer cup, and the gold appliqué is derived from the Liangzhu pottery ornament. Xiong Lei, head of Liangzhu Cultural creation, said: "Red has an atmosphere of new year's greetings, and also echoes the theme of 'dingsheng'. With the blessing of the Gift Box, Liangzhu cultural and creative products are more likely to arouse the interest of consumers and further bring Liangzhu culture into the vision of more people. ”

Henan Museum also launched a series of activities of "Intangible Cultural Heritage" in the New Year, combining intangible cultural heritage elements to design cultural and creative products, including bronze mirror polishing, restoration master, chuantuo master, engraving master, etc. Among them, the customized engraving works of the Year of the Tiger incorporate oracle bones and tiger elements, and Chen Yu, director of cultural and creative planning of henan museum, introduced: "The elements of the combination of oracle bones and tiger images, including some auspicious words of tigers, as well as the treasure of our museum - the four gods and clouds, a deformed pattern of the white tiger in it have been added, it is a new year custom model, there is a red waist seal, and it is more in line with the theme of the festival." The Spring Festival of the New Year also added the element of pressing the winning money, which is a paper-cut window flower, which is cut the image of the white tiger in the four gods of wadang, and it is also an element of the Year of the Tiger, a total of six or seven models are new, in order to celebrate the New Year. ”

The New Year is coming, and the blessing is pasted with gold. Henan Museum opened a new way of playing and launched the "Gilded Blind Box". The first six treasures selected six cultural relics related to "gold" such as gold belt animal jewelry and wrong gold and silver leopard-shaped sockets as models, simplifying the operation process and allowing everyone to experience the ancient gilding techniques and gold pasting processes. Chen Yu said: "Six cultural relics related to ancient and gold inlay techniques. Made of gold leaf with 98% purity of gold, a mold is pasted, and inside is also a set of tools for attaching gold, which is a good color head and a good meaning. ”

Cultural creation "Dunhuang Five Blessings" developed and designed by Dunhuang Painting Academy (Courtesy of Dunhuang Painting Academy)

Dunhuang Painting Academy also skillfully uses the classic elements such as the nine-colored deer and the bird of a long life in the Dunhuang murals to develop and design the Dunhuang Wufu (Fulu Shouxicai) series of cultural and creative products, combining the Spring Festival and the sacred beasts in the murals, presenting them in a creative, interesting and youthful way, awakening people's attention to the Spring Festival. Song Lin, head of the IP of Dunhuang Painting Institute, said: "These elements are all from Dunhuang murals. With the current visual symbol, that is, a relatively simple illustration style, the second creation has been carried out, so that its expression is younger, more cute and cute to the public. We later extended out such as red envelopes, couplets, hanging sticks, including a series of products such as the door god to be used in the Chinese year. ”

According to reports, the Dunhuang Academy of Painting also cooperated with Alipay to widely disseminate the Dunhuang Wufu series on the Internet in the form of red envelopes. Song Lin said: "Using the most well-known element in Dunhuang, the nine-colored deer, the rebound pipa flying sky, is also the image of our secondary creation, on its page of the collection of five blessings and blessings, everyone can collect the five blessings to redeem it, and the current response is still relatively warm." ”

Professor Wang Zhenjun, director of the Cultural Industry Research Center of Zhengzhou University, believes that the cultural relics of the museum are rich in resources, in addition to adhering to the industry and spreading its value through display and visits, it is also necessary to fully develop its cultural heritage value in order to make cultural relics "alive". Wang Zhenjun said: "It is actually a kind of creative transformation, not only in the past to complete the display value, display value for people's reference tasks, now it is around the Spring Festival, in-depth development, in fact, also reflects the innovation of the museum's development ideas." ”

The museum's cultural and creative customers are mainly young people, and cultural creation is not the main business of the museum. Feng Wei, deputy director of the Cultural and Creative Center of the Shanghai Museum, told the media that it is not easy to innovate after so many years of cultural creation, not to mention the restrictions of such a festival as the "Spring Festival", "on the basis of not violating the dissemination of museum culture and telling museum stories, the most important thing is that cultural and creative products should be combined with the lives of modern people, derived from ancient art, and enter modern life."

Zhu Xiaoyun, deputy director of the Operation and Development Department of guobo, believes that the digital application of museum resources will become an important point of cultural creation in the future. This not only relies on the museum's own IP influence, but also requires the museum to have an open mind and build an open and win-win platform, so that all people and institutions with feelings and strength can contribute wisdom to the museum's cultural creation.

Professor Wang Zhenjun also said that in order to make cultural relics "alive", museums need to innovate in institutional mechanisms in order to dig deep into the silent collections, and through secondary creation and development, let ancient culture bloom in the new era and lead new consumption. Wang Zhenjun said: "In fact, the original cultural relics have been extended and deeply developed to meet the current consumer demand of mass culture." At the same time, it is also leading, constantly innovating in terms of content and form. ”