According to the report on new economic consumption of intangible cultural heritage in 2019, a series of new changes have taken place in the protection of intangible cultural heritage in terms of ideas and forms under the guidance of "mass entrepreneurship and innovation" concept of creative transformation and innovative development of Chinese excellent traditional culture. In terms of ideas, from blood transfusion to hematopoiesis, the concept of sustainable development of intangible cultural heritage protection has gradually been deeply rooted in the hearts of the people; in form, a variety of new cross-border integration models have emerged, and the integration of intangible cultural heritage into modern life and consumption has gradually become a fashion.
Yongyuan, located in No.4 yard, Yongsheng lane, Xingfu street, Dongcheng District, Beijing, is upgraded from the old factory building of Sanlu factory in Beijing. At present, Yongyuan is promoting the modernization, rejuvenation and life of intangible cultural heritage, expanding its communication power and influence among the young generation, and making the intangible cultural heritage "live".
Yongyuan's relevant person in charge mentioned that, unlike other parks, Yongyuan is the first cultural industrial park with the theme of intangible cultural heritage in China. It can give full play to the resource advantages in design, creation, production and sales, and provide all-round industrial chain services for the settled enterprises.
"Yongyuan takes the protection, inheritance and innovation of intangible cultural heritage very seriously, and has invested a lot of time and energy to create many industrial spaces including multi-function hall, immersion exhibition hall, the first creation of intangible cultural heritage art world, Chengqi Yongyuan store, and Linjiao design center." The official said the aim was to attract more people to Yongyuan and feel the beauty of intangible cultural heritage.
How to make intangible cultural heritage enter the current cultural market and win more people's love with a younger image?
Yongyuan officials believe that contemporary young groups are more and more willing to pay for their personalities and to consume for their interests. The potential of traditional cultural subdivision represented by intangible cultural heritage is immeasurable. Only when young people have a deep contact with intangible cultural heritage, can the intangible cultural heritage penetrate into all aspects of their lives.
In 2019, the first intangible cultural heritage creation movement of China was held with Yongyuan as the space carrier to promote the innovative development of intangible cultural heritage culture. According to the staff, the first intangible cultural heritage project plans to hold a larger scale competition this year to invite more inheritors of intangible cultural heritage to participate in it. At the same time, it will attract more excellent designers to create more vigorous and dynamic cultural and creative works, so that the intangible cultural heritage can be in line with fashion and be favored by young consumers.
Characteristic activities landing
Serving the surrounding communities and cultural and art lovers in Beijing has also become the mission of some characteristic parks. 77 cultural and Creative Industrial Park, located at 77 back street of Art Museum in Dongcheng District, Beijing, is a representative work of "changing cages for birds" in the old workshop.
This year, the fifth 77 cultural, creative and life festival is divided into seven parts, covering cultural market, music performance, Drama Workshop, influence art, characteristic exhibition, cultural consumption and parent-child activities. From June 6 to September 6 (including a period of interruption due to the epidemic), there are 8 seasons of activities, with more than 5000 participants.
In addition, the park also carries out various special activities through the existing public cultural facilities - 77 theater and Yuanqing Book garden. Besides cultural activities, 77 theatre held public welfare activities, sharing activities and scientific and technological activities.
Yuanqing academy is a new way of "social forces participating in the construction of public cultural service system" jointly explored by Jianguomen street and park in Dongcheng District. According to the person in charge, since its opening, Yuanqing Shuyuan has held nearly 40 cultural activities of reading, drama, dance, intangible cultural heritage and handicrafts, serving more than 5000 employees and people around the community.
In the view of Wang Lei, the founder of 77 cultural and creative park, the cultural park itself is a cultural product, which integrates many elements such as creative design, space reconstruction and cultural content. Each park should have its own personality, closely related to the cultural highlights and historical stories of the region, especially the cultural parks in hutongli and the core area, and should highlight the ancient capital style and continue the cultural context.