Liangzhu launched the national tide cultural and creative products. Photo by Tong Xiaoyu
Hangzhou, March 4 (Tong Xiaoyu) Liangzhu's three-pronged instrument, jade bi, Liangzhu god emblem... These Liangzhu elements will not only be seen in museums in the future, but will also appear in people's lives in the form of national tide cultural and creative ornaments.
On March 4th, 2022 Liangzhu Culture & Baitai Seiko IP Authorization Ceremony and New Product Launch Was Held in Hangzhou, Zhejiang Province. The "Liangzhu Blessing" series of cultural and creative products were released on the spot, with a total of more than 70 models in 5 series such as "Zun Chun", "Nagisa Dream" and "Jade Bird".
In 2019, the ruins of Liangzhu Ancient City were included in the World Heritage List, marking the recognition of China's 5,000-year civilization history by the international community. How to promote and disseminate cultural heritage and let it enter thousands of households is particularly important at the moment of strengthening cultural self-confidence.
Exhibition site. Photo by Tong Xiaoyu
According to reports, more than 70 products released on the same day are based on liangzhu cultural classic elements such as liangzhu god emblem, jade qun, jade bird, and carved symbols.
Huang Wei, doctoral supervisor of the Academy of Fine Arts of Tsinghua University and brand design expert, said that the series of products uses the simple design aesthetics of ancient and modern times to reshape the exquisite beauty of Liangzhu and turn gold jewelry into a carrier of cultural and artistic links.
For example, the "Zhumeng Series" designs the Jade Bi and Liangzhu Tridents into necklace pendants and ornaments on the bracelet; on the gold bracelet of the "Huihuang Series", there is a small pendant with the Liangzhu Divine Emblem engraved on it; the "Zun Qun Series" integrates the shape of the inner circle and outer side of the Liangzhu Yuqun into the design and becomes a small pendant.
"The artifacts unearthed in Liangzhu, especially jade, are very simple in shape, and many of them are simple geometric forms." Huang Wei said that this is also the "guideline" for the design of these more than 70 products.
Liangzhu launched the national tide cultural and creative products. Photo by Tong Xiaoyu
It is reported that the official sales channels of Liangzhu Culture will also launch related products in the near future. In the view of Ma Dongfeng, director of the Cultural Industry Bureau of the Management Committee of Hangzhou Liangzhu Ruins Management Area, the release of this product is a cross-border innovation of Liangzhu culture.
"How is cultural heritage passed on? I think the most important thing is to step into the lives of contemporary people. Ma Dongfeng said that Liangzhu has been committed to developing a series of cultural and creative products, such as stationery, bags, cosmetics, etc., and now there are more than 500 models. The combination of Liangzhu culture and gold jewelry this time is also to broaden the field and "revitalize" culture.
He said that only when the ancient culture is closely related to the lives of contemporary people can it be regarded as "revitalization", can it be understood and understood by more people, and has long-term vitality.
The jade of the Liangzhu culture also represents the peak of the level of prehistoric jade in China. Ma Dongfeng said that next Liangzhu may design a series of jade culture cultural and creative products related to modern people's lives. "The ultimate goal is to make China's traditional culture, cultural heritage and modern people resonate, so that young people can understand our ancient civilization." (End)