Recently, Guojiao 1573 won the platinum and gold awards of the London Design Awards for its "Three Key Festival Creative Projects of China's Intangible Cultural Heritage IP Brand" and "Guojiao 1573 - Twelve-fold Drinking Utensils Creative Project" respectively.
Inheritance and rebirth, the unique aesthetics of Guojiao 1573
THE LONDON DESIGN AWARDS ARE AN IMPORTANT PART OF THE LONDON DESIGN FESTIVAL, HOSTED BY DRIVEN×DESIGN, A GLOBAL CREATIVE PLATFORM THAT BRINGS TOGETHER MORE THAN 75,000 CREATIVES FROM AROUND THE WORLD, AND HAS BECOME ONE OF THE MOST INFLUENTIAL AWARDS IN THE BRITISH DESIGN INDUSTRY AFTER 15 YEARS OF DEVELOPMENT. The award covers more than 40 professional categories such as architecture, interior, graphic, and product, with participants on three continents, aiming to recognize individual designers or groups with unlimited creativity and innovation, as well as designers who have made great contributions to the industry in the international design field, encouraging innovation and promoting the prosperity of the market.
"Guojiao 1573× Three Key Festival Creative Projects of China's Intangible Cultural Heritage IP Brands" stood out in the fierce competition of the London Design Awards and won the Platinum Award for its original design concept and wonderful interpretation of traditional Chinese culture. The project is designed with the three traditional Chinese festivals of the Spring Festival, Dragon Boat Festival and Mid-Autumn Festival as the design theme, and works together with a number of national intangible cultural heritage skills to create a new brilliance in the inheritance and innovation.
For the 2023 Lunar New Year, Guojiao 1573 created a palace lantern work with the theme of "Taste of the Chinese Year", which is mainly golden, supplemented by red, creating a festive, rich and auspicious atmosphere of the traditional Chinese New Year. The works include the dragon, phoenix, crane, unicorn four beasts of the palace lantern shape, the Chinese filigree inlay skills and the most auspicious meaning of the year elements combined, exquisite skills to weave gold silk, outlining the auspicious beast brilliance, lifelike, showing the beauty of Chinese craftsmanship luxury.
During the Dragon Boat Festival, Guojiao 1573 uses Chinese velvet flower production techniques to create the work of "Cloud Dragon Out of the Water", the dragon boat moves forward with its head held high, showing the spirit of indomitable and racing to the top; wormwood and zongzi leaves are supplemented by embellishments to convey the good wishes of good health and happiness; the whole is mainly green, supplemented by blue and gold, bright and rich, showing the vivid charm of Chinese traditional culture.
Subsequently, Guojiao 1573 created a theme work of "Fugui Full Branches" for the Mid-Autumn Festival in 2023, with the osmanthus tree as the main body, 1573 leaves made by the technique of entwining flowers, and more than 1,000 osmanthus flowers made by the technique of entanglement + lost wax casting; The golden osmanthus blossoms and the moon rise and gather, reflecting the Mid-Autumn Festival picture of wealth and reunion, showing the inheritance and rebirth of China's excellent traditional culture.
It is worth mentioning that the "National Cellar 1573 - Twelve-Fold" wine vessel, which won the London Design Award Gold Award, was designed by Yang Mingjie, the most influential industrial designer in Forbes China, with the Chinese number "Twelve" as the creative source, through repeated measurements and experiments, it can perfectly present the clear and transparent body and rich and elegant aroma of Guojiao 1573, and the novel and artistic design enhances the aesthetic experience of baijiu tasting, which is a unique interpretation of the brand's profound heritage.
Continue to innovate and create, so that the world can taste China
From the Spring Festival "Taste of the Chinese Year" palace lanterns, to the Dragon Boat Festival "Cloud Dragon Out of the Water", and then to the Mid-Autumn Festival "Fugui Full Branches", Guojiao 1573 continues to co-create with national intangible cultural heritage skills and ingenuity, and expresses the beauty of traditional festivals with innovation, so that people can feel China's thousands of years of cultural heritage from a glass of liquor and a piece of festival customs.
Like traditional festivals such as the Spring Festival and Mid-Autumn Festival, Chinese liquor is deeply embedded in Chinese culture, condenses the strong memories and emotions of the Chinese, and carries people's unchanging pursuit of happiness. Guojiao 1573 is a standard-grade liquor for Chinese liquor appreciation, which is brewed by the 1573 National Treasure Cellar Pool, a "National Key Cultural Relics Protection Unit", and the traditional brewing techniques of Luzhou Laojiao Liquor, which was selected into the first batch of "National Intangible Cultural Heritage List", and is known as the "Living Double National Treasure". As a typical carrier of Chinese culture, Guojiao 1573 has always been committed to bringing the blessings of the festival and the wine of reunion to people, so that traditional Chinese culture can be seen, felt and tasted.
In 2024, the Year of the Dragon in the Lunar Calendar, the traditional brewing skills of Luzhou Laojiao Liquor will usher in the 700th year of continuous inheritance. On the occasion of the 700th anniversary of China's strong fragrance, Guojiao 1573 joined hands with Huang Junjun, the inheritor of national intangible cultural heritage skills, and Anan, a contemporary artist, to create a work with the theme of "Dragon Walking and Radiant" using Chinese chisel copper carving skills, once again allowing the national treasures and skills that have come through the dust of history to meet, and injecting a rich fragrance into the Chinese Year shared by the world.
The theme works of "Dragon Walking Spirit" combine ancient exquisite skills with contemporary art aesthetics, and integrate and co-create with dragon cultural imagery and cultural elements. The head of the dragon is high, the body of the dragon is meandering, and the whole body is engraved with 1573 pieces of gold scales, vividly depicting the spirit of the auspicious dragon and being promising, high-spirited, and conveying the blessings of forging ahead and leaping towards the good in the new year.
In December 2023, the Spring Festival (Lunar New Year) was included as a United Nations holiday, and the "Year of China" was officially upgraded to the "Year of the World". It is reported that the Guojiao 1573 "Taste of the Chinese Year" palace lantern series will be unveiled at the opening event of the 2024 Sino-French Cultural Tourism Year, sharing the myriad atmosphere of Chinese New Year culture with the world.
At the festive moment when the world is about to celebrate the Chinese New Year, Guojiao 1573 invites you to celebrate the Chinese New Year and toast to the Chinese New Year!
China Wine Industry Magazine Xu Yiming, Hao Peng