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工匠邂逅时尚 文创迎来风口

2017-09-13 10:41:43   中国经济网

观众在文博会中外宫殿艺术博物馆展区内观看来自世界各地的文物及艺术品。

本报记者 孙戉摄

从台北故宫的“朕知道了”纸胶带、翠玉白菜伞,到北京故宫的朝珠耳机、雍正皇帝“不与朕相干”手书折扇;由四川三星堆博物馆研发的青铜面具形状的饼干,苏州博物馆的秘色瓷莲花碗曲奇饼……这些“萌萌哒”的文创产品正在消弭曾经横亘在博物馆与民众之间的鸿沟。更令人欣喜的是,国内越来越多的博物馆正快速加入这个“卖萌”阵营。昨天,中外博物馆界学者聚首文博会主论坛“中外宫殿艺术博物馆推介交流会”,为越来越红火的博物馆文创“把脉”。议题诸如:除了“卖萌”,还有哪些途径可以走;博物馆IP开发的优势与弱项都有哪些。

有这样一组数据,可以看出国内博物馆文创不可估量的潜力。截至目前,故宫博物院研发的文创产品接近9000种,文创产品销售额近10亿元。众多曾经久居深宫的艺术精品,以诙谐有趣的面貌走出高墙,融进百姓日常生活。不得不说,早年间提出的“把博物馆带回家”,直到“萌萌哒”的文创产品出现,才算真正靴子落地。故宫博物院原副院长陈丽华也承认,博物馆行业正迎来属于自己的春天。她以前阵子在网络掀起热议的《我在故宫修文物》为例,“故宫博物院文物修复师的日常,居然登上热搜榜,让我们看到文博行业的潜力和公众的认知渴望。”她认为,故宫看似一夜成名,其实背后是观念的转变。一向“高大上”的故宫连同那些馆藏品里正襟危坐的帝王,以年轻人最能接受的“卖萌”姿态,俯身耕耘市场,传播文化之声。

据了解,故宫博物院现有藏品数量超过186万件,其中一级品占很大比例。如此殷实的家底儿能带来五花八门的文创产品。无论是以中国传统文化元素与工匠修复宫殿技艺为基础的中式艺术品,还是主打“科技+产品”形式的别国“活态化”藏品,都引来不少人驻足。“相比在故宫看到的文物展品,它们让我更能感受到中国人的智慧。从皇宫到民间,文创正在书写艺术的新可能。”来自法国一家博物馆的艺术创意顾问巴蒂斯特连连把这些展品拍进手机里。

“在博物馆文创开发的路上,中国的同行追赶得很快,IP开发已经站到了‘风口’。”美国纽约亚高洛美术馆馆长阿里尔·卡哈纳对中国的艺术衍生品一直饶有兴致,他甚至有意在中国找合作伙伴。据他介绍,早在上世纪80年代,欧美博物馆就掀起了一场另谋生路的变革,他们不再以看管文物为中心任务,而是尝试让这些由杰出工匠打造的艺术瑰宝与公众日常发生关联,进而改进参观体验,推出艺术商店,大英博物馆艺术衍生品年营收逾两亿美元。

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