“高冷”故宮的萌系路線

*Official's hat parasol

頂戴花翎官帽防曬傘

The sun umbrella resembles the headgear worn by Qing ministers serving the imperial court. When unfolded, it hovers above one's head like an official's hat to hilarious effect.

這款遮陽傘依據(jù)清朝官員頂戴花翎設(shè)計，撐開后，酷似頭上戴著一頂官帽，效果令人捧腹。

*Fan inscribed with the words of Emperor Yongzheng

雍正御筆折扇

The seven characters inscribed on the fan are taken from a letter that Emperor Yongzheng wrote to a subordinate, Tian Wenjing. Written in plain language - a departure from the high affectation expected of emperors - the characters read: "That's the kind of guy I am." The fan has been praised for being both imperial and imperious.

扇面所印七個大字，“朕就是這樣漢子”，源自雍正帝批田文鏡折。如此大白話，和人們印象中拿腔作調(diào)的帝王形象大相徑庭。這把折扇被評霸氣十足，盡顯傲嬌氣質(zhì)。

[創(chuàng)意背后]

"In the past, the cultural products of the Forbidden City were basically replicas of cultural relics, which were unappealing to the younger generation", said Shan Jixiang, director of the Palace Museum. In order to reach new customers, the museum monitored the trends on new media and recruited new talent in this field. The idea is to communicate with people, to connect innovative minds and cultural heritage with people's practical needs and tastes, and to persuade visitors to "take the Palace Museum home", according to Shan.

故宮博物院院長單霽翔稱，故宮過去的文創(chuàng)產(chǎn)品基本是簡單的文物復制品，對年輕人沒有吸引力。為了貼近新的消費人群，故宮開始追蹤新媒體的流行趨勢，并招聘了更多這方面的人才。單霽翔稱，基本理念就是要與人們順暢對話，用創(chuàng)意將文化遺存與當代人的需求、審美對接起來，讓人們把"把故宮帶回家"。

The museum is also trying to stand out from tourist attractions, where visitors often find the same souvenirs all over the country. "We want the souvenirs to have a direct link to the Palace Museum. No matter how small a piece is, it should be well made and meaningful," said Shan. The beaded earphones, for example, not only help people appreciate the crossover of historical culture and modern technology, but they also allow them to observe details such as how many beads there were in a necklace accessorizing court dress during the Qing Dynasty.

故宮還在努力改變一個現(xiàn)狀，即全國各地旅游景點所售紀念品都大同小異。單霽翔表示，現(xiàn)在博物院做的每件紀念品都要求帶有故宮獨特的文化氣息，無論多小的產(chǎn)品，都應保證做工精良且有意義。以朝珠耳機為例，人們不僅可以感受歷史文化和現(xiàn)代科技的結(jié)合，還有很多細節(jié)可觀察，例如數(shù)數(shù)清朝朝服所配朝珠有多少粒珠子之類。

The Palace Museum opened its online store on Taobao in 2008. To date, the palace offers over 6,700 types of souvenirs. According to Shan, income last year from such innovative products exceeded RMB600m. Shan predicted the income this year will surpass RMB900m. The museum will launch an online shopping mall on Jan 1.

故宮淘寶于2008年上線，至今已設(shè)計研發(fā)文化產(chǎn)品6700多種。單霽翔透露，2013年故宮文創(chuàng)產(chǎn)品的銷售達到6億多人民幣，今年預計可破9億。故宮還將于明年1月1日正式創(chuàng)立線上商城。

[網(wǎng)友怎么說]

@萱萱XCH：With its precious cultural heritage, the Palace Museum is more than able to develop relevant cultural products.

故宮博物院守著最好的文化資源，做周邊產(chǎn)品是最合適不過的。

@一善微塵滾滾樂：I'd rather have something more primitive or more stylish. These products are simply too market-oriented.

還是喜歡原味文化或個性作品，這個感覺太偏向于討好市場了。

@我是一條黑粗柴：It's nice to combine historical and modern culture together. Kudos.

不錯啊。歷史文化和現(xiàn)代文化結(jié)合結(jié)合。贊一個。

@牧訥訥：Most scenic spots fail to produce distinctive souvenirs, so I am all for these. I hope all such places can come up with something as creative.

支持這樣的紀念品，現(xiàn)在好多景區(qū)的紀念品都沒有自己的特色了，希望其它景區(qū)也可以設(shè)計出有自己特色的東西。