At the corner of the "C position" on the first floor of the Wukang Building, a landmark building in Shanghai, there is a "Shanghai Culture" city window that is always new in all seasons, and Li Shuang, a deputy to the Shanghai Municipal People's Congress and secretary of the Party Committee and president of Shanghai Xinhua Issuance Group Co., Ltd., named this place "30 ° Space", inspired by the architectural angle of this building. Through the three-sided window, a 330° panoramic space is presented, and the indoor display with the theme of coffee + cultural creation attracts many citizens to punch in and visit.
Pictured: Deputy Li Shuang (left) displays cultural and creative products celebrating the centenary of the founding of the party
This is a city landscape that Li Shuang led to land in the first half of this year, and it is also a symbol of the cultural and creative industry represented by the "Xinhua Cultural Creation" brand matrix on the occasion of the 20th anniversary of the establishment of Xinhua Publishing Group, realizing the cultural narrative mode of "small window and big content".
"Xinhua Bookstore" has gone through more than 80 years of history. In the Internet era, how to inherit the connotation and image of "Xinhua" as a state-owned cultural brand and show the responsibility of cultural enterprises? "Reading promotion is the persistence of 'Xinhua', and it is also my insistence as a deputy to the National People's Congress." Li Shuang believes that on the basis of providing better cultural products, "Xinhua" should first innovate the communication model and promote reading for the whole people.
Since 2010, as one of the earliest platforms in Shanghai to promote reading, the "Xinhua Zhiben Book Club" has interpreted traditional Chinese culture and world classics to the public. "At the monthly book fair, we will recommend a book to the public to promote in-depth reading by spreading traditional Chinese civilization and excellent human civilization." This also laid the foundation for the 'Representative House Extension'. ”
In recent years, with the support and cooperation of the Standing Committee of the People's Congress of Xuhui District and the Working Committee of the People's Congress of Xujiahui Street, Li Shuang has integrated the rich cultural industry resources of Xinhua Publishing Group, and used its Xinhua Center New Space, Pearl Art Museum and many other cultural and artistic spaces to carry out a variety of "Representative Home Extension Point" activities, including book clubs, special research, cultural and creative exhibitions, etc. In June 2020, the Standing Committee of the People's Congress of Xuhui District held a centralized awarding ceremony for the "Representative Home Extension Point" at the extension point of Shanghai Xinhua Issuance Group.
Pictured: Representative Li Shuang and colleagues exchanged ideas on cultural and creative products
At the same time, through the promotion of high-end reading, the mutual linkage between the brand "Book City" magazine and the book club, reading has become one of the main fronts of international exchanges. "Book City magazine is aimed at foreigners who love Chinese culture, which is of great significance for cultural exchanges and integration at home and abroad."
Today's urban development has entered the "era of aesthetics", and Shanghai citizens have higher standards for aesthetic requirements. "On a small scale, art education is about personal growth, and in a big way, it will also affect the image of a city."
In order to create an international and high-level public culture new space, Xinhua Distribution Group has created the world's first "Light Space • Xinhua Bookstore" transformed in the form of "Bookstore + Art Museum", providing citizens with a cultural and artistic space with reading as the soul. In addition, Li Shuang and his team also planned and launched well-known exhibitions such as the Mucha Exhibition, "Impressions of Monet Sunrise" and the "Reading Road: The Travels of Louis Vuitton", which were popular in Shanghai for a time.
By transforming "metaphysical culture" into "metaphysical products", Li Shuang said that what he can do is to provide more aesthetic choices and appreciation channels for citizens, and at the same time, in the process of cultural dissemination, interact with citizens to understand everyone's cultural needs. "Pleasing the Soul and A Better Life" is one of the purposes of Li Shuang's performance and practice, promoting classic reading and creating a cultural space, and she hopes to make the city of Shanghai a better place.
Xinmin Evening News reporter Lu Qianwen intern Mao Tong