Under the background of the normalization of epidemic prevention and control, the trend of online exhibitions has gradually become a trend. For the first time this year, the Hangzhou Cultural Fair canceled the offline exhibition and moved all the exhibitions online, allowing visitors and consumers to visit the exhibition through the online "cloud exhibition" and stay at home to see the cultural and creative products.
From November 2nd to November 8th, the Hangzhou Cultural Fair, with the theme of "Creative Hangzhou Connecting the World - Culture Leads a Better Life", as one of the two main Venues of the Internet, opened the "Song Yun Jiangnan" Oriental Life Theme Exhibition, in the form of "Theme + Platform Play + Product" to spread the Song Dynasty culture to the audience. Just "click a little" and "brush" on the mobile phone app to have a close contact with the traditional culture of life a thousand years ago.
This year's Hangzhou Cultural Fair Owner Online Pavilion has built three online pavilions: Song Yun Pavilion, Intangible Cultural Heritage Pavilion and Oriental Beauty Museum to meet the different cultural needs of users. Click on the main venue page of the host, celadon porcelain, Taihu stone, thin gold body... It is as if you have crossed over to the smoke and rain of the Song Dynasty. Among them, the Song Yun Pavilion selects the works of the representative Song Yun cultural craftsmen, and passes through the typical representative cultural products such as the Song People's Four Ya (tea fighting, incense burning, flower arrangement, hanging paintings), showing the aesthetics of oriental life and traditional life interests; the Intangible Cultural Heritage Museum interprets the intangible cultural heritage skills and carries forward the spirit of craftsmen through non-genetic works (including porcelain hall, purple sand hall, Yantai hall, tea house, jade carving hall, etc.); the Oriental Museum of Fine Arts selects global aesthetic good objects that represent oriental characteristics, and leads the trend and fashion with oriental aesthetics. In addition to the three major exhibition halls, there are also special activities on the Dongjia online - as many as 200 "Song Chao Live Broadcast Room", every day there will be a highly popular cultural craftsman in the circle to appear in the live broadcast room, recommend good things and also introduce the appreciation and collection knowledge of traditional crafts to the audience, so that oriental beautiful things can enter more people's lives.
With the development of social economy, the Chinese people, especially many post-90s and post-00s young people, have rapidly improved their self-confidence in Chinese culture, paying more attention to domestic products and paying attention to things with historical precipitation. "Chinese culture is broad and profound, every corner has a classic circulation", said Zhu Jianshan, founder and chairman of the owner, which can actually be understood as a kind of "Renaissance", which is by no means a simple retro, imitation, "a cup, a piece of furniture, reflecting that we are more serious about life, returning to the essence of life, especially in economically developed areas such as the Yangtze River Delta, slowing down and being beautiful is what many people are pursuing at the moment." The culture and aesthetics of the Song Dynasty have built us a bridge and have the value of reference. ”
The Song Dynasty is one of the representatives of oriental aesthetics, a typical example of the ancient Chinese way of life of elegance and beauty, and the beauty of the Song Dynasty is a thousand years ahead of the world. At present, Song Yun culture has its epochal significance and value, the core of which is the love and respect for nature, life, life and culture, and the cultural fair is a specific form of display, dissemination and guidance.
Fu Jian, the owner of the embroidery family and the founder of the art embroidery family, is a representative inheritor of the intangible cultural heritage of Su embroidery, and his works have been selected as "national gifts" many times. In his view, the culture of the Song Dynasty was led by literati and scholars, and the aesthetics of the Song Dynasty were the peak period in Chinese history, reaching an unprecedented level of development in economy, culture, politics and handicrafts. Hand-embroidery in the Song Dynasty also reached its peak, especially in the creation of pure aesthetic painting and embroidery, which is unprecedented.
Fu Jian introduced to reporters that the Song Dynasty improved embroidery tools and materials, using refined steel needles and hair filament threads, the stitching method is extremely fine, and the color is light and elegant. Song Dynasty embroidery also received unprecedented development in stitching, reaching as many as fifteen or six kinds in the Southern Song Dynasty. The most commendable is court embroidery, which benefits from the prosperity of the art of painting in the Song Dynasty and the unified management of the embroidery creation of the Song Dynasty. The imperial family once set up the Wensi Academy, the Wenxiu Academy, the Tailoring Institute, the Ayajin Courtyard, the Inner Dyeing Courtyard, etc. in Shaofu, and during the years of Emperor Huizong, an embroidery specialty was added to the Hanlin Painting Institute, and the embroiderers in the department all used the paintings of the courtyard painters as the model, and the embroidery paintings such as landscapes, pavilions, flowers, birds, and figures were concisely composed, vivid images, and exquisite colors.
On the other hand, the art of calligraphy and painting in the Song Dynasty provided a wealth of nutrients for Song embroidery, and pure appreciation of art embroidery rose rapidly and became another way of expression of calligraphy and painting. Embroidery has evolved from Buddha statues to landscapes, and flower and bird embroidery paintings have entered a mature period. Different from the Tang Dynasty embroidery's pursuit of luxury and beauty, Song Dynasty embroidery is just like its beautiful and elegant Song words and poetry paintings, more elegant and fresh, and the artistic conception is transcendent. During the Hangzhou Cultural Fair, Fu Jian will appear in the "Song Chao Live Broadcast Room" and lead the public to taste the Song Yun "embroidery" color feast together.
Since 2020, Dongjia App and Hangzhou Cultural Fair have jointly created the "online exhibition + offline exhibition" model, and given full play to the advantages of cultural e-commerce platforms, digitally presenting more than 2,000 exhibitors' exhibits. Meng Wenbo, co-chairman and CEO of the owner, believes that the online cultural fair is a new breakthrough in the integration mode of offline exhibition to online exhibition and sales, from watching the exhibition, visiting the exhibition to placing orders, realizing the "three wins" of the cultural fair, cultural enthusiasts and merchants: the online exhibition eliminates the limitations of offline, opens up a new way to visit the exhibition, a new scene of cultural penetration, and the integration of online exhibition and sales has also helped merchants to continue to operate well in the context of the epidemic.
In the form of "theme + content + scene + product", the Dongjia app combined Eastern and Western cultural products on the original platform ecology through the form of "theme + content + scene + product", and presented to the audience more three-dimensionally and more perceptively, hoping to tell the story of China and Hangzhou.
Photo courtesy of the Oriental app
Author: Tong Weijing
Edit: Jiang Fang