故宫博物院院长单霁翔称,故宫过去的文创产品基本是简单的文物复制品,对年轻人没有吸引力。为了贴近新的消费人群,故宫开始追踪新媒体的流行趋势,并招聘了更多这方面的人才。单霁翔称,基本理念就是要与人们顺畅对话,用创意将文化遗存与当代人的需求、审美对接起来,让人们把"把故宫带回家"。
The museum is also trying to stand out from tourist attractions, where visitors often find the same souvenirs all over the country. "We want the souvenirs to have a direct link to the Palace Museum. No matter how small a piece is, it should be well made and meaningful," said Shan. The beaded earphones, for example, not only help people appreciate the crossover of historical culture and modern technology, but they also allow them to observe details such as how many beads there were in a necklace accessorizing court dress during the Qing Dynasty.
故宫还在努力改变一个现状,即全国各地旅游景点所售纪念品都大同小异。单霁翔表示,现在博物院做的每件纪念品都要求带有故宫独特的文化气息,无论多小的产品,都应保证做工精良且有意义。以朝珠耳机为例,人们不仅可以感受历史文化和现代科技的结合,还有很多细节可观察,例如数数清朝朝服所配朝珠有多少粒珠子之类。
The Palace Museum opened its online store on Taobao in 2008. To date, the palace offers over 6,700 types of souvenirs. According to Shan, income last year from such innovative products exceeded RMB600m. Shan predicted the income this year will surpass RMB900m. The museum will launch an online shopping mall on Jan 1.
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