Pursuing "Poetry and Distance": Art Gallery is still on the road

Original title: Pursuing "Poetry and Distance": Art Gallery is still on the road

The Palace Museum and the Jiangsu Provincial Art Museum series of products

Under the entanglement of various problems such as shortage of funds, shortage of talents, lags in policies, and limited system, the art museum has become difficult to achieve, and it is still difficult to form a situation in which the cultural and creative enterprises with flexible mechanisms and quick response can compete against each other in a short period of time. On March 29th, under the guidance of the Art Department of the Ministry of Culture and Tourism, hosted by the National Art Museum of China and the Shandong Provincial Department of Culture, the “National Art Museum Cultural and Creative Achievements Exhibition and Exchange” hosted by the Shandong Art Museum was held at the Shandong Art Museum. The Art Museum exchanges experiences and difficulties in the development of cultural and creative work in recent years. At the meeting, the call for establishing a cultural and creative cooperation mechanism of the National Art Museum was loud. The art museum hopes to break the bottlenecks of funds, talents, systems, etc., and carry out substantive work in creative development, marketing planning, channel integration, etc., in order to achieve resource sharing. Channels are common and interests are win-win.

On the same day, more than 200 Wenchuang products from 19 units including the National Art Museum of China, the Zhejiang Art Museum, the Shandong Art Museum, the Central Academy of Fine Arts, and the Guanshanyue Art Museum were exhibited. These are small, such as keychains, bookmarks, handcuffs, and different styles of oil paintings, sculptures, etc., and different styles of Wenchuang products have different styles, basically showing the latest achievements in the art field in the art gallery industry in the past two years.

Wenchuang Development is a further extension of the service function of the museum. The development potential of Wenchuang products backed by the rich collection of the museum is huge. It can be seen from the exhibition site that the art museum's Wenchuang products cover many series such as gifts, wenwan, daily necessities, fashion products, etc., covering dozens of types such as stencils, purses, scarves, folding fans and costumes. Some art museums directly or partially correspond to daily necessities, such as tableware, tea sets, umbrellas, school bags, etc., which are both interesting and practical, and have a strong artistic heritage. There are also some products, such as the “Golden Embroidery Sachet” and “Bag Flower” of the Guangxi Art Museum, and the “Color Plastics” of the Taiyuan Art Museum, which reflect the distinctive regional characteristics and have high cultural attributes. Despite this, the art museum's Wenchuang products are still insufficient in quantity, variety and creativity. Some products are still in the stage of simple printing and reproduction, and there is no creative expression. However, some products have undergone artistic transformation, but they cannot be seen with What is the relationship between the museum? Taking plates and teacups as an example, the patterns are mainly based on the partial features of flowers and plants. Although they are taken from the collections of famous paintings, they are not marked with any works and there is no design description. At the same time, public design products that reflect social responsibility are almost absent.

In recent years, the Forbidden City Wenchuang products have been popular among young people, "Chaozhu headphones", "I also want you to fold the fan", "Yongzheng bookmarks", "Forbidden City cats", "Twelve Beauty" and other humorous, are "Taobao explosion models." The reason why these "cultural style" creative products are loved is not only the "meng", "grounding gas", but also their "elegant" side. Incorporating historical and cultural elements into the vivid and lively and close to the times, it is a highlight of the Forbidden City cultural and creative products. At the exchange meeting, Liu Hui, the editor-in-chief of the Forbidden City Publishing House and the general manager of the Beijing Forbidden City Cultural Communication Company, made a keynote speech titled “Inheriting Tradition, Integrating into the Contemporary: The Palace Museum and the Multimedia Experiment”, systematically combing the Palace Museum’s roots in different stages. Culture, excavating the essence of traditional culture, the path of cultural development, analyzing the relationship between Wenchuang and the exhibition, summed up the different styles of the Palace Museum. “In recent years, every time the Grand Palace is planning a big exhibition, it will launch an exhibition video, a set of books, a seminar, and a set of related cultural and creative products. These products include silk scarves, group fans, tea sets, bookmarks, and towns. The ruler, cloth bag, badge, night light, incense stick, humidifier, etc., the effect is very good. Wenchuang serves the exhibition, and the sales of Wenchuang products are closely related to the influence of the exhibition.” Liu Hui said, Wenchuang and Dazhan The combination is a good way to promote each other, and the museum can learn from it.

The art development of the museum has been short-lived, and there are still many problems to be solved. At the meeting, representatives of the museum summarized the difficulties in the development of Wenchuang: the industry is emerging, lacking reference experience and reference templates; in the development process, there is no clear, clear and detailed policy guidance and support, and the research and development direction of cultural and creative personnel is blurred. The difficulty of applying for special funds and the high cost of research and development are prominent; the shortage of funds causes the industrial chain to be blocked; the shortage of talents in the field, the weak innovation ability, the conservative product form, the obvious use of the company is helpless; the cooperation with enterprises, the income distribution is uneven; Two lines of revenue and expenditure, lack of power; development and sales channels are single, the influence is poor...

"Compared to the West, we have less experience in the management of art galleries. The National Art Museum's cultural and creative work is lacking in theoretical reserves and practical experience. There are generally small scales, weak strengths, backward concepts, poor mechanisms, and insufficient vitality. At present, there are thousands of art museums all over the country, all of which have the enthusiasm and desire to develop cultural and creative products. In particular, in 2016, the General Office of the State Council forwarded a number of "promoting the development of cultural and creative products of cultural relics units" jointly issued by the four ministries. After the Opinions (hereinafter referred to as "Opinions"), Wenchuang Development of the Art Museum ushered in a new opportunity. Some art museums received government support in terms of policies and funding, and developed many distinctive and popular products. In fact, the art galleries that are actually doing it are still a minority,” said Zheng Wei, director of the China Art Museum Office.

Under the existing conditions, how to break the bottleneck of funds, talents and systems, and promote the development of the cultural and creative industry to a higher quality and more efficient direction, the art museum people also have their own thinking. “Wen Chuang product development should rely on the collection resources, diverging creative thinking on the basis of the deep excavation of the connotation of the collection, forming a rooted tradition but not sticking to the traditional creative mode. To understand the audience preferences and encourage product development With the help of the professional team of enterprises, we can sum up experience and strengthen the talent team in multi-party collaboration, so as to effectively alleviate the financial pressure. At the same time, the simple reproduction of exhibits cannot satisfy the pursuit of Wenchuang, and the sales of Wenchuang products should have online and offline. Possibly. Du Qun, the party branch secretary and deputy director of the Zhejiang Museum of Art, said in a summary of the group discussion that the museum should also develop and design distinctive Wenchuang products based on regional culture and collections of the museum, and hold regional cultural and creative exhibitions. The company produces cultural and creative products, and cooperates with universities to customize personalized design products.

According to Chen Huanan, deputy director of the Enterprise Development Division of the Industry Department of the Ministry of Culture and Tourism, in the past two years, the state has carried out pilot work in different types of state-owned museums, art galleries and other units, allowing them to rely on collection resources for cooperation and authorization. , independent development and other methods to develop cultural and creative products. “There were 22 art museums participating in the pilot project. More than 800 Wenchuang products were developed in 2016, with a revenue of 6.91 million yuan. In 2017, more than 1,200 cultural and creative products were developed with a revenue of 7.275 million yuan. This data shows that the museum The quantity and quality of Wenchuang product development and operating income are constantly growing.” Chen Huanan said that the “Opinions” clarify the cultural and creative products of cultural relics institutions for the financial and cultural products of some regions. The business income and operating income obtained through development shall be included in the unified management of the unit budget according to regulations, and may be used to strengthen public service, collection of collections, continued investment in development, and performance awards for personnel. However, in the specific implementation, the regions are not unified. The Ministry of Culture and Tourism will continue to coordinate the work between ministries and commissions, further implement policies, and encourage bold innovation through systems and mechanisms. On the one hand, it will strengthen financial support and policy support, on the other hand, build a diversified platform, effectively integrate enterprise resources, social resources and cultural resources, and provide a broader communication channel for cultural and creative product development through various new formats and new channels.

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