Dialogue with the designer team of Gansu Museum Cultural and Creative Center - the creation of exquisite and flexible cultural and creative products (decoding · museum cultural and creative product development)
2022-11-30
The picture shows a bronze galloping horse badge. Cartography provided by Gansu Provincial Museum: Zhang Fangman's core reading is the "Horse Stepping on a Flying Swallow" series of cultural and creative products developed based on the prototype of the copper galloping horse, the treasure of Gansu Provincial Museum, which has been cartoonized while retaining the characteristics of the prototype of cultural relics, and is welcomed by young people. There is a young designer team behind cultural and creative products. It is the normal work of cultural creative design teams to deeply understand the connotation of cultural relics, pay attention to the aesthetic taste of young people, and carefully do a good job in quality control. The green horse grinned and looked charmingly naive; The "Flying Swallow" under the horse's hooves is cute and cute, just like a facial expression bag - it is hard to imagine that the prototype of this plush doll is a copper galloping horse with a history of more than 2000 years. This year, Gansu Provincial Museum launched the "Horse Stepping on a Flying Swallow" series of cultural and creative products based on the bronze galloping horse, which is the treasure of the town museum. They were welcomed as soon as they came into the market and became the sales champion of more than 1000 cultural and creative products developed by the museum. Why are the "Horse Stepping on the Flying Swallow" series of cultural and creative products popular? What are the development "passwords"? The reporter interviewed the designer team of Gansu Museum Cultural and Creative Center. The copper galloping horse with cultural elements was unearthed in the Han Dynasty Tomb in Leitai, Wuwei, Gansu Province in the 1960s. Its running profile is widely known and has been identified as a symbol of Chinese tourism. On the positive side, the horse's head leans to the left and its mouth hisses. There are few cultural and creative products developed in this image. "The museum has launched cultural and creative products since 2015, and the copper galloping horse is one of the first selected cultural relics. The products include tape, bookmarks, keychain, earrings, etc." Cui Youxin, the director of the cultural and creative center of Gansu Museum, said that the museum launched the IP "God Horse Comes" in 2020, but the image of the copper galloping horse has always been relatively straight and serious. Designer Wang Wei repeatedly revised the plan, polished it for more than half a year, and determined a new doll image: from running to standing, from side to front, from serious to silly. "Young people like the relaxed and cute cute pet image. I deliberately added humor elements at the beginning of the design. For example, the bent back legs of the copper galloping horse seem to be dancing, and the 'flying swallow' seems to be getting angry. The interaction between the two is more interesting," said Wang Wei. "Cultural and creative products based on aesthetic trends such as cuteness and fashion are increasingly popular among young people. The 'Horse Stepping on a Flying Swallow' doll is exactly right for this point," said Shen Mingjie, director of the Silk Road Cultural Creative Product Design and Research Center of Lanzhou University. "At first glance, what is this? At second glance, it's so cute, let's get started!" Under the social media account of Gansu Provincial Blog and Culture Innovation Center, many netizens were amused and praised by dolls, and the number of followers in the account grew from less than 100 to more than 80000. Cui Youxin once analyzed with the team that, in addition to the cultural attributes and design factors inherent in the product, the novel and interesting appearance is more likely to arouse young people's desire to share and has social attributes. In order to further expand its popularity, the Cultural and Creative Center arranges "Copper Running Horse" rap singles and dances, actively interacts with netizens, and further develops products such as miniature pendants. On June 27, two weeks after the launch, the daily sales of the "Horse Stepping on a Flying Swallow" doll was nearly 700000 yuan, setting the daily sales record of the museum. Up to now, nearly 80000 pieces have been sold, with sales of nearly 8 million yuan
Edit：luoyu Responsible editor：luoyu
Source：people.cn
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