The Forbidden City Cultural Creation sells 1 billion yuan a year, how important is the creative design of the cultural big IP?
The Forbidden City has always been the most solemn and solemn existence in everyone's impression, representing the peak of ancient Chinese art and culture. However, even the Yongzheng Emperor can sell cuteness compared to scissor hands, are you wondering, is the Palace Museum playing the "Forbidden City IP culture" badly?
In fact, this is not the case, at the beginning of the Palace Museum took a very rigorous and decent high-cold route, but this positioning was not successful. The products designed with the hat of the "Forbidden City Big IP" are old-fashioned and rigid, and consumers are neither interested nor buy into it, and the Palace Museum has also experienced a long downturn.
Since the Palace Museum began to change its thinking, from the "Palace Museum Store" to the "Palace Museum Cultural and Creative Museum", it is not only a change in the name, but also reflects the change in the design and marketing ideas of the Cultural and Creative Products of the Forbidden City.
From the "Yuanzhi" paper tape and jade cabbage umbrella of the National Palace museum in Taipei, to the chaozhu headphones of the Forbidden City in Beijing, the PS version of the Yongzheng Emperor to sell treasures, and then to the VR version of "Beauty of the Qing Palace", these "Meng Mengda" creative designs are eliminating the gap that once existed between the museum and the public.
After 7 years of cleaning up the cultural relics in the courtyard collection, more than 1.8 million cultural relics in 25 categories have been presented, becoming the most valuable cultural resource for cultural creativity research and development. Up to now, the Palace Museum has developed 9170 kinds of cultural and creative products, with annual sales of more than 1 billion yuan.
Deeply excavate the rich elements of Ming and Qing dynasty royal culture, and strive to find a fashion expression carrier that meets the needs of contemporary people by combining the architecture of the Forbidden City, the cultural relics of the Forbidden City, and the historical story of the Forbidden City. The research and development has the cultural connotation of the Forbidden City, the distinctive characteristics of the times, close to the actual needs of the audience, and the Cultural Products of the Forbidden City Elements loved by consumers. Over the years, the research and development of cultural and creative products of the Palace Museum has been fruitful, and the cultural products with diverse styles have become a series and have been welcomed by audiences of all ages.
Court elements
As the most authentic and strong representative of the "Chinese style", the Forbidden City can excavate countless Chinese elements. On how to use the "Forbidden City BIG IP", the Palace Museum designs from the details, deeply excavates the cultural value contained in the Collection of the Forbidden City, implants the traditional cultural elements of the Forbidden City into the fashionable and trendy contemporary crafts, makes the perfect combination of excellent cultural traditions and fashion, and realizes the service concept of "bringing the Forbidden City home" through the carrier of cultural products. So that more people can understand and love the culture of the Forbidden City through cultural products, as well as the traditional Chinese culture represented by the Culture of the Forbidden City.
Q edition of the Qianlong Medal
Order of the Forbidden Lantern
The pattern is selected from the collection of the Palace Museum, a mid-Qing Dynasty rosewood Bogutu top cabinet, the appearance of this cabinet is generous and stable, the ornamentation is both ancient and new, and the bottles, fans, calligraphy and paintings and lanterns in the picture are exquisitely carved and extremely elegant.
Mid-Qing Dynasty Rosewood Bogutu Top Box Cabinet
Forbidden Dragon Keychain
Forbidden Purple The Taiping has elephant numbers
Taiping is an auspicious image in the Forbidden City, often appearing in pairs on either side of the emperor's throne. Elephant, tall and majestic, stable as Mount Tai, known as the beast of rui in the past, there is a legend that "the king of politics and religion is obtained from the four directions of the white elephant to", the elephant wears a jewel on its head, carries a treasure vase, and the vase contains five grains and other auspicious things, implying the peace of the world, the abundance of grains, and the eternal solidity of the country.
Three palaces and six courtyard refrigerator stickers
Metal bookmark for the Q version of the emperor and empress image
Tianzi childhood Forbidden City cat hand-made
There are also warm cute kittens designed with the addition of the elements of the Chao zhu and the armor elements of the Eight Banners of the Qing Dynasty.
Seawater river cliff pattern
"Seawater River Cliff Pattern" is the most representative decorative pattern on the emperor's dragon robe, with waves and trickling water, symbolizing the rise of wind and water, Fushan Shouhai, and Wanshi Shengping, which has both aesthetic meaning and traditional cultural connotation.
Turquoise green alum red cloud bat pattern gourd bottle
The following exquisite fuyun necklace is a fusion of the traditional classic patterns with the most beautiful meanings in ancient times, including bats, gourds, auspicious clouds, and coins, symbolizing fu, lu, shou and wealth respectively. For example, the design of the gourd is inspired by a work from the Qianlong period of the Qing Dynasty in the Cultural Relics of the Forbidden City - the turquoise green alum red cloud bat pattern gourd bottle.
Biluo Pavilion
Biluo Pavilion is one of the representative works of pavilion architecture in Qianlong Garden, built in the forty-first year of Qianlong (1776), it is a novel shape, exquisite production, beautiful structure, rich colors.
Biluo Pavilion is located in the Ningshou Palace Garden in front of the main peak of Dieshan Mountain, the pavilion plane is plum-shaped, five-petal shaped Sumire seat, the upper layer is covered with emerald green glazed tiles, the lower layer is covered with peacock blue glazed tiles, the upper and lower layers are cut with amethyst glazed tiles, the upper and lower floors are trimmed with amethyst glazed tiles, and the upper and lower floors are edged with white ice plum treasures on a blue background, and the Biluo Pavilion is unique in shape and rich in color, which is an extremely rare pavilion-style building. The main color of the breezy collection of jewelry below is the peacock blue glazed tiles taken from the Biluo Pavilion.
Source of inspiration for the design:
As a traditional Chinese building with profound cultural heritage, the pavilion is in a cool and scenic spot, and it is a special attitude to watch the changes in the world and the vicissitudes of the sea.
Breeze breeze series jewelry
"Stone peak biluo bun, ten thousand points of fragrant snow set." In the middle of the red sun and the moon, the plum blossom soul stands tall. "Biluoting is like an eternal existence in time, watching the changes in the world and the vicissitudes of the sea with a special attitude. The bright peacock blue, with its bright yellow color, symbolizes the royal color, makes the design of this set of jewelry more classic and stylish.
《A Thousand Miles of Rivers and Mountains》
The Palace Museum's "Thousand Miles of Rivers and Mountains" is the "Ancient Song" of the painter Wang Ximeng. It has always been regarded as a masterpiece in the green landscape paintings of the Song Dynasty, and it is also one of the top ten famous paintings in China. "A Thousand Miles of Rivers and Mountains" is cleverly laid out, with fine brushwork, depicting the beauty and magnificence of natural landscapes, "there is a thousand miles of fun within reach", the color is uniform and clear, and the pure color is in the middle of green and green, full of variation and decoration.
The Palace Museum's cultural and creative products inspired by the "Thousand Miles of Rivers and Mountains" are even more innovative, stripping and extracting their colors and transforming them into the brightest blue-green on jewelry, which is beautiful and elegant, full of spirit.
Thousands of miles of rivers and mountains, green mountains and water necklace
This series of jewelry is made of turquoise, gold and blue, and lapis lazuli. Malachite is a combination of these two gemstones and precious metals to integrate the dynamic charm of the green landscape into modern jewelry.
Thousands of miles of rivers and mountains, moon badge
Thousands of miles of art table mats
According to the production process of the ancient Chinese Tuan Fan, the Qing Palace series of Tuan Fan can be selected in four types, and four famous paintings jump on the fan, which is essential for the Qing Palace opera, including the most famous "Thousand Miles of Rivers and Mountains".
"Silk Ball Fan" series
Forbidden City Creative Calendar/Notebook
For example, the 2018 Chinese New Year calendar recommended by the homepage will take the inscription of Pan Zuyin of The Ningshou Palace Qingshou Hall as the theme -
"The clouds in the sky move the treasure fan, and the spring is full of Yaochi."
The inner pages of the calendar are all from the "Beast Spectrum" inscription in the Palace Museum, and under the hand-painting and re-creation of the "New Design", the spirit beasts selected in this "Beast Spectrum" are displayed more vividly and interestingly.
2018 Forbidden City Calendar
Calendar detail diagram showing dragon pattern
Forbidden City Little Bird Luck Notebook
Forbidden City ・ Xiao Qi Lucky Corner of Miyagi Under the brush
With "Xianhe", "Xiangyun", "Ruyi", these very representative traditional patterns, and the use of festive Chinese red in the color matching, this Xiangyun Xianhe notebook is very Chinese style characteristics, exquisite and beautiful.
White Crane Purple Lightning Sticky Note
Flying cranes have different postures, beautiful curved necks, flexible postures, showing a light and graceful style. The red-crowned crane that flies in the clouds of Ruyi is a long-lived crane. A symbol of auspiciousness.
The art of rice paper in the Forbidden City
Hi Fu Continuous Art Paper
The design patterns of Xifu continuous art paper are all based on the patterns of the Forbidden City collection, restoring the rich colors of the cultural relics of the Forbidden City, bringing us visual surprises, dignified Chinese red, solemn black, rich and atmospheric gold, and the traditional pattern design with a beautiful meaning, these are the most Chinese-style artworks.
Forbidden City tape
What is the hottest product in the Forbidden City? Definitely the Forbidden City Taobao store is all snapped up of the tape, customer service has also announced, after the sale will never be replenished, have you thought about the feelings of the public? These tapes have a strong Chinese style, and the design inspiration is all based on the collection patterns of the Forbidden City, so that you can see that they are sold out in minutes.
On social media, there are also clever Gu Liang who use forbidden city tape to make DIY designs for cosmetics, various shapes of lipstick, powder boxes, and tape that is pasted with Chinese style, full of classical elegance. It seems that the Palace Museum is not far from the "Palace Museum brand cosmetics".
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