BAMBOO HORSE POET
Type
Group Project
Visual Design & Cultural and Creative Product Design
Time
05/2024
Location
Beijing, China
Inspired by Yongning Zhuma culture (literally meaning “bamboo-made horse”), responsible for the cultural and creative product design by delving deep into related historical figures, history records and costumes.
background
Yongning Town, in central Yanqing District, Beijing, ranks as the district's second - largest town. Boasting a long history, it has rich traditional cultural resources. Currently, 13 of its items are on the intangible cultural heritage list, including traditional dance, craftsmanship, folk customs and literature. Yet, due to limited dissemination channels and few inheritors, these resources haven't been fully tapped and promoted.
Traditional Culture Propagation Faces Dilemmas
Lack of Innovative Approaches
More than 70% of intangible cultural heritage (ICH) projects still adopt traditional performance and display models for dissemination. The design of cultural - and - creative products lacks attractiveness and novelty, making it difficult for ICH to integrate into contemporary society.
There is a lack of up - to - date communication means, the inheritance methods are rigid, and the design of ICH - related cultural and creative products is out of touch with the market.
Single Propagation Channels
The traditional dissemination of ICH is often limited to a few channels, such as local traditional festivals. Less than 30% of ICH inheritance projects are disseminated through Internet platforms.
The use of traditional media is restricted, and traditional inheritance methods lack innovation.
Low Degree of Commercialization
The popularity of most ICH projects is relatively low. Only about 20% of them are well - known, and among them, only about 10% can be effectively commercially operated. Some ICH projects are affected by factors such as the aging of inheritors and the difficulty of inheriting traditional techniques.
The aging of inheritors and the difficulty of inheriting traditional techniques.
Market Analysis
The scale of the cultural - and - creative market is expanding. Consumers have a strong interest in cultural - and - creative products, mainly for collection and display purposes, and there are more female consumers.
The cultural - and - creative market has evolved from its infancy to maturity
Consumer purchase intentions for cultural - and - creative products
Gender ratio of cultural - and - creative consumers
case analysis
The Palace Museum's Cultural - and - Creative Products: Exploring the Value of IP and Products
The Palace Museum's cultural - and - creative products create a rich product matrix, promoting the "audience" to "take out" Chinese traditional culture from the Palace Museum.
The "Fourth Master": The contrast - cute image has won countless fans and become a benchmark of the Palace Museum's cultural - and - creative products.
Implementing creativity with "realistic - culture - consistent" thinking
Determine the theme, promotion and marketing of cultural - and - creative products according to market research.
Design various IP products and put them into production after approval.
Establish an exclusive website to enhance online consumption stickiness, enabling the audience to purchase cultural - and - creative products at home.
SOLUTION
The project better conveys regional culture through the "IP + cultural - and - creative + new consumption" model by implementing "IP product creation - spatial scene building - online promotion and operation" in stages.
PRODUCT DESIGN
IP Image Creation
By extracting and selecting from the Zhuma opera plays, we have determined four main images: Zhao Kuangyin, the Number - One Scholar, Wang Zhaojun, and Empress Xiao.
Zhao Kuangyin - Play: "Escorting Jingniang for a Thousand Li"
The Number - One Scholar - Play: "The Number - One Scholar's Parade"
Wang Zhaojun - Play: "Zhaojun's Departure for the Frontier"
Empress Xiao - Play: "Empress Xiao's Hunting"
Development of Cultural - and - Creative Series
After the images were determined, we continued to develop IP - series blind boxes and printed derivatives.
