Original title: The drama festival creates a Daliang Mountain that can be "taken away" (theme).
At the opening ceremony of the new drama festival, Pu Cunxin's hoodie of the same style was sold out (subtopic).
Beijing Youth Daily reporter Guo Jia.
Daliangshan and the Drama Festival are new!At the opening ceremony, the same burgundy zipper hoodie worn by the initiator Pu Cunxin is now out of stock, and the cultural and creative of the drama festival has inadvertently become popular through the "bringing goods" of the initiator and the artist.
The sales of the cultural and creative stores of the theater festival are booming.
The Drama Festival Cultural and Creative Store located in Xichang Torch Square is open from 9 a.m. to 11 p.m. every day during this time. Due to the superior climate of Xichang, even after the evening show, many audiences will hold the newly launched cultural and creative popsicles in their hands when they walk out of the cultural and creative store, with 4 flavors of 8 eachThe pricing of 8 yuan is also far lower than that of similar products on the market. Zheng Yao, deputy general manager of Xichang Eternal Fire Cultural Tourism, said, "We fully consider the consumption power of Liangshan consumer groups when pricing, and control the profit point to a relatively low level. In the design also borrowed the elements of Yi silver jewelry and hat ornaments, this year just went on the market, the first batch of 10,000 has been sold seventy percent. ”
Because of the concentration of theater and theater festival performance spaces in Tingtao Town, the cultural and creative stores located there are also selling well, and they have begun to apply for transfer from other stores in the past few days. Enamel Yi costume bookmarks, Yi silk eye masks, water cups with added vacuum insulation, T-shirts with Yi homophonic elements, silver pendants with fashion design and drama festival logos, and bottle opener ...... engraved with words related to wine culture in Yi languageWith the return of the festival's overseas repertoire, the cultural and creative designs have also been updated and iterative, and many styles have international aesthetics. One of the cloth bags, which is based on the black mask in the ancient theatrical form of the Yi people, may be a little too cold and compelling for Chinese audiences, but it is quite popular with foreign performance teams, who can often be seen carrying this cloth bag on various occasions of the theater festival these days, and it is said that this fierce shape is actually derived from the demon suppression.
Cultivate a "local" design planning team.
The cloth bag made of four patterns of joy, anger, sorrow and joy extracted from the ancient Bimo scriptures of the Yi nationality has also become a popular accessory at the theater festival with its theatrical life. According to Zheng Yao, the advent of each cultural and creative product embodies the designer's research and divergent thinking on the traditional literature of the Yi nationality, "from the earliest cooperation with the outside design team, to now cultivating their own design planning team, and most of the team are locals, the biggest feature of Daliangshan and the drama festival cultural creativity is also the collection and refinement of Liangshan's local culture, I have not lived in Liangshan, it may be difficult to find a grafting point." The biggest difference between cultural creativity and graphic design is that in addition to the understanding and refinement of culture, it is also necessary to be familiar with materials and craftsmanship, and to take into account culture, beauty and practicality, which requires some life experience and precipitation to complete. ”
In view of the high cost and practicability of the tableware made by the earthen lacquer technique in the traditional craft of the Yi nationality, the pattern and shape of the improved cultural and creative tableware have not changed, but the material has changed from wood and lacquer to ceramic. In addition, the Yi lacquerware, which is dominated by red, yellow and black tones in the public eye, has also been improved in design, and ice crack patterns have also been developed.
It rains almost every year during the Torch Festival, so this year's outfit includes a long raincoat. "Cultural creativity is actually more about applying some elements that have not been able to enter life to life, and at the same time passing on the local cultural heritage through these cultural and creative carriers, so that more people can understand Daliangshan and Daliangshan Theater Festival. Zheng Yao said.
Control costs while increasing the income of embroiderers.
In addition to the beautiful color matching and exquisite embroidery, the Yi embroidery notebook has another meaning. According to Zheng Yao, "each piece of embroidery on the cover is from the hands of different Yi embroiderers, this series we are cooperating with the local women's federation, in the past, an embroidery girl can only make one piece of clothing a month, the cost of embroidery is close to 2000 yuan, and now each embroidery piece is more than ten yuan, several pieces can be embroidered a day, embroidery Niang has increased income, the original ordinary notebook is also because of more embroidery, and more distinctive." For us, the use of small areas of Yi embroidery not only controls the cost, but also increases the circulation, and each copy is unique. ”
The Yi embroidery series is far more than just a notebook, coasters, cigarette purses, etc., each of which is both decorative and practical. "Hand-embroidered coasters, from the fine stitches can be seen embroidery when the force is even, such embroidery workers do not have twenty or thirty years of skill is not reached. Zheng Yao introduced, "The cigarette purse hanging from the waist in the daily life of the Yi people is beautiful, but because of the large individual, it is not convenient to use it in daily life today. ”
Insist on handmade and abandon mass production.
In the past, the refrigerator magnets with Yi hat ornament elements were selling well, so this year there are enamel bookmarks with upgraded clothing elements. In addition, the Drama Festival logo is made into a coaster and a make-up mirror with filigree technology, and the shape of the traditional Yi wine glass is combined with the glass material, and then embellished with Yi characters to form a transparent glass.
It is reported that Daliangshan Cultural and Creative has been listed since 2018 and has six series so far. Today, Daliangshan and the Drama Festival have gone out of Xichang, with sales stores in Chengdu, Ningbo and even Beijing. Zheng Yao said, "At present, the biggest contradiction is that the speed of traditional handmade production is a little bit unable to keep up with the rhythm of sales, we have discussed whether to use factory technology to directly mass produce, but the effect of that will be different from the connotation we want to convey and express, and finally we still give up, still insist on handmade." ”
*: Beijing Youth Daily.