国际艺术授权基金文化IP工作坊群/International Art Licensing Fund Cultural IP Workshop Cluster

工作坊报名入口

https://bift.mike-x.com/AuS5u​

指导老师

郭羿承，中央美术学院文化IP工作室指导教授/研究生导师 国际艺术授权基金主席

杨声丹，北京服装学院数字媒体艺术讲师

仇文璿，平遥古城IP落地项目协同负责人

杨伊萱，毕业于中央美术学院艺术与设计管理文化IP工作室

梁怡潇，中央美术学院艺术管理与教育（文化创意产业管理方向）硕士 西安美术学院建筑与环境艺术设计学士

授课语言：中文

指导院校与网站

中央美术学院

https://www.cafa.edu.cn/

北京服装学院

https://www.bift.edu.cn

关键词

文化IP 、文化与旅游IP 、非物质文化遗产IP 、企业品牌IP 、艺术家IP 、IP产品开发与服务设计

预计产出内容

视觉设计、产品设计、交互设计、影视动画、空间设计、时尚设计、服务设计

工作坊群课题说明

美的普遍存在，是当今时代最突出、最鲜活的特征之一。文化IP（Intellectual Property）能够深入发掘和高度凝练文化主体之美的核心要素，是当代艺术、文化商品、生活形态的重要依托。随着故宫等文创商品及敦煌、齐白石等数字藏品的热卖，文化产业中的各类文化内容，如：博物馆、艺术家、文化名人、文旅景区、非物质文化遗产等，皆积极探索IP发展的机会，透过文化创意与设计手法与相关产业融合,寻求创造性转化的生活美学范式。本工作群将以此为核心展开相关研究与落地，由承 中央美术学院文化IP工作室指导教授/研究生导师，国际艺术授权基金主席郭羿承博士亲自授课，带领学生围绕不同种类的IP展开研究；通过切实的案例分析与文创同心圆的理论模型工具结合，引导学生在文化IP的顶层设计与规划下产出能够创造价值的产品与服务设计。

工作坊报名入口

https://bift.mike-x.com/AuS5u​

指导老师

郭羿承，北京大学美学博士、中央美术学院文化IP工作室指导教授、研究生导师

协同老师

仇文璿，平遥古城IP落地项目协同负责人、中央美术学院艺术管理与教育学院硕士、四川美术学院艺术学学士

语言：中文

关键词

城市IP、文旅产业、产业融合、产品设计、人工智能

专业方向

视觉设计、产品设计、交互设计、影视动画、空间设计、游戏设计、服务设计

课题说明

在文化与旅游产业快速发展的今天，文旅IP已经成为文旅产业发展的重要核心，当代艺术和设计是文旅产业提高价值与竞争力的有效手段。针对文旅IP与相关产业融合方向，数字科技与AI相关服务设计正在不断为文旅产业升级带来更多可能性。平遥古城IP是一份完整的城市IP前沿范本，指导老师郭羿承教授将以其20多年来参与文化创意产业的理论与实务经验，就平遥古城IP提供相关资源让参与学员进行设计实践。学员将通过创新设计工具及创意设计手段来探索一个文旅IP的产品与服务设计新可能。最终成果完善深化后将可能获得落地机会。

工作坊目标：
1.培养学生了解文化IP顶层设计方法和产业融合落地，并有机会参与落地实践活动。让学生体验并完成相关文化创意产业落地项目模拟
2.确保项目设计与构想具有实务精神和落地规划，有一定可实现性。
3.最大限度使用最新数字科技或设计工具，探索更多设计可能性。
工作坊预期成果：
1、可落地的文化IP创意产品及服务设计
2、完整的文旅产业相关项目构思（包括但不限于城市IP设计、文旅项目传播策略与策划、文旅产品与服务开发设计等）

工作坊参考资料：
微信公众号 易承雅集（必读）、古城兄妹

招生要求

人工智能与机器学、编程基础、数字化交互工具、视觉排版、写作与编辑、视频制作与剪辑

上课平台

腾讯会议

指导老师

郭羿承，北京大学美学博士、中央美术学院文化IP工作室指导教授、研究生导师

协同老师

杨伊萱，毕业于中央美术学院艺术与设计管理文化IP工作室

语言：中文

关键词

文化IP、产业融合、产品设计、人工智能

专业方向

视觉设计、产品设计、交互设计、影视动画、空间设计、银发设计、游戏设计、时尚设计、服务设计、音乐作品、虚拟展览策划与设计

课题说明

齐白石作为中国最具影响力的的艺术大师，其审美意趣高雅、文化内涵深厚，具有生生不息的艺术美学能量；在21世纪的今天，仍给人带来“美”之感动。齐白石IP——“白石老人”，从“无法而法”、“空灵古拙”、“生生趣味”三个系列主题来涵盖齐白石艺术之“美”，并将这三个IP核心通过创意转化为当代艺术的表现形式；经过创意转化为当代艺术的齐白石IP设计可以进一步形成具有市场普及度的文化商品，最终通过文化商品的组织形成整个齐白石IP的美学生活形态，从而更好地将美学基因根植于生活。
当代艺术是文化IP的核心“美”的重要创意转化形式。工作坊将以齐白石IP的“美”为出发点，通过文创同心圆的理论模型学习，聚焦当代艺术与设计市场，启发学员结合潮流文化消费风向、通过设计将齐白石IP创意转化为当下最新的当代艺术形式。设计产出形式不限。优秀方案将有落地机会。

工作坊目标：
1.培养学生了解文化IP顶层设计方法和产业融合落地，并有机会参与落地实践活动。让学生体验并完成相关文化创意产业落地项目模拟
2.理解与掌握文创同心圆，了解文化IP的核心与当代艺术间的转化逻辑。
3.最大限度使用最新数字科技或设计工具，探索更多表现形式，开拓设计可能性。
4.掌握如何通过IP创意转化及相关设计路径，使文化之美成为时代所需要的当代艺术。
5.确保项目设计与构想具有实务精神和落地规划，有一定可实现性，探索齐白石IP转化为当代艺术后的商业化方法。
工作坊预期成果：
1、基于齐白石IP“白石老人”的核心之“美”，进行相关创意转化延伸。包括但不限于IP理念延伸设计，IP视觉设计，IP交互设计，IP文化商品及生活形态设计。
2、基于齐白石IP的相关文创产品或其他授权服务设计
3、齐白石IP的新文化消费品设计

工作坊参考资料：
《从齐⽩⽯的⽣活美学谈⽂化创意与产业融合》，⽂化产业导刊，2017年5⽉，P120-126
《齐⽩⽯绘画美学观念及其价值》，郭羿承，北京⼤学美学博⼠学位论⽂，2012年
《齐⽩⽯绘画的“⽆法⽽法”》，郭羿承，《艺术评论》，2012年 8⽉，P 60-64
《当代艺术·⽂化商品·⽣活型态——以齐⽩⽯其⼈其艺为例看“⽣活美学”》，郭羿承，《艺术评论》，2011年 7⽉，P76-80

招生要求

人工智能与机器学习、数字化交互工具、调研分析、视觉排版、写作与编辑、视频制作与剪辑、服务设计、展览策划

上课平台

腾讯会议

指导老师

郭羿承，北京大学美学博士、中央美术学院文化IP工作室指导教授、研究生导师

协同老师

梁怡潇，中央美术学院艺术管理与教育（文化创意产业管理方向）硕士、西安美术学院建筑与环境艺术设计学士

语言：中文

关键词

“宋文化”、文化IP、产业融合、产品设计、ACG

专业方向

视觉设计、产品设计、交互设计、影视动画、空间设计、时尚设计、服务设计

课题说明

本课题以“宋文化“为背景，从宋代的市井生活、人文民俗、文学艺术、非遗等不同视角出发，多元的挖掘“宋文化”的独特性与多样性。进一步探讨“宋文化”在当代的创意转化与传播，以及在文旅产业升级发展的进程中“古都”如何塑造的城市新文化与新面貌，并通过文化产业的赋能助力城市更新与地方产业升级。

课题组将以“宋文化”IP孵化与地方产业的赋能与升级为方向，进行“宋文化”超级IP的孵化与各类相关产品设计。在此基础上探寻课题成果与地方政府部门、企业实际结合的可能性，加大项目落地的机会。指导老师郭羿承教授将以其20多年来的理论与实务经验，提供相关资源让参与学员进行落地的设计实践。课题组也将邀请国内外知名美术学院毕业的资深设计师与艺术从业者提供经验指导。

课题组希望围绕“宋文化”生成具有以下特点的文化IP项目：

1.主题明确，创意新颖：以宋代的文化艺术、人文风俗等为主题，挖掘宋文化独特的文化内核与美学风格，鼓励参赛者充分结合传统与各类现代元素，突破已有的文化IP及其衍生产品的同质化风格，须体现宋代文化独特的审美与精神价值。作品应具有创新性，设计理念独特，能够引发观众的思考与共鸣，充分触达消费者的心智。

2.落地性强：文化IP的规划与设计应具备落地性，具有一定的市场潜力及商业化潜力，能够充分与产业相结合。

3.文化IP的延展性与可持续性：文化IP需具备充分的可延展性与可持续性，使文化IP具有生命力。

4.艺术性高，文化传播能力强：注重文化IP与其衍生产品的艺术性与审美价值，对于宋文化的传播能力强。

工作坊目标：
1.理解文化IP构建的意义与要点，探讨文化IP如何触达消费者心智，赋能并加速产业升级
解析宋代文化元素、美学风格与文化内核，掌握如何将宋代文化元素、美学风格与文化内核进行创意转化。分析与宋文化契合的城市及其产业发展现状，并探讨如何融合产业发展。

2.梳理整合“宋文化”内容及文化元素，提取宋文化IP的文化内核与主题。根据宋代文化的内核与主题，整合相关文化元素进行创意转化并生成文化IP形象及IP体系。提交文化IP视觉方案及设计说明文档

3..确保项目设计与构想具有实务精神和落地规划，有一定可实现性。

工作坊预期成果：
1.可落地的文化IP创意产品及服务设计
2.完整的文旅产业相关项目构思（包括但不限于文化IP设计、城市IP设计、文旅项目传播策略与策划、文旅产品与服务开发设计等）

工作坊参考资料：
微信公众号、易承雅集（必读）

招生要求

人工智能与机器学习、三维建模、数字化交互工具、视觉排版、写作与编辑、其他（绘画与动画制作）

上课平台

腾讯会议

指导老师

郭羿承，北京大学美学博士、中央美术学院文化IP工作室指导教授、研究生导师

语言：中文

关键词

文化IP、产业融合、产品设计、人工智能

专业方向

视觉设计、产品设计、交互设计、影视动画、空间设计、游戏设计、时尚设计、服务设计

课题说明

企业IP是企业品牌升级的路径，其中知名的企业IP如可口可乐IP，通过IP相关产品设计与授权为企业带来了更多的效益。
此课题的IP设计探索将围绕中国酒店知名企业——华住会集团的企业IP展开，通过学习文创同心圆理论模型，结合具体设计实践开发相关IP产品与服务设计。优秀设计方案将有落地机会。

工作坊目标：
1.培养学生了解文化IP顶层设计方法和产业融合落地，并有机会参与落地实践活动。让学生体验并完成相关文化创意产业落地项目模拟
2.确保项目设计与构想具有实务精神和落地规划，有一定可实现性。
3.最大限度使用最新数字科技或设计工具，探索更多设计可能性。
工作坊预期成果：
1、可落地的华住会企业IP创意产品或相关服务设计。
2、完整的华住会企业IP相关项目构思（包括但不限于企业IP增值产品服务设计、企业IP主题空间设计、企业IP授权服务等）。

工作坊参考资料：
微信公众号 易承雅集（必读）
华住会集团相关资料

招生要求

人工智能与机器学习、数字化交互工具、调研分析、视觉排版、写作与编辑

上课平台

腾讯会议

指导老师

杨声丹，北京服装学院数字媒体艺术讲师

语言：中文

设计要求

1.主题明确：鼓励参赛者在设计中融合传统与现代元素，设计作品须以圆明园的历史、文化或艺术为主题，体现其独特的文化价值。

2.创意新颖：作品应具有创新性，设计理念独特，能够引发观众的思考与共鸣。

3.实用性强：设计的产品应具备实用功能，适合日常生活使用，具有一定的市场潜力及商业化潜力。

4.可持续性：提倡使用环保材料和可持续设计理念，作品应符合环保标准。

5.艺术性高：注重设计的美学效果，作品应具有较高的艺术水准和视觉吸引力。

评审标准

主题契合度：设计作品与圆明园主题的契合程度。

创意与创新：设计的独创性及创新思维。

市场潜力：作品的实用性和商业转化能力。

美观性：作品的艺术效果及视觉表现力。

可持续性：设计过程及成品的环保性与可持续性

进度安排

阶段 时间 内容

启动及调研 9月14日 了解圆明园历史、文化，收集相关资料

设计构思与方案制定 9月15日 - 9月17日 进行头脑风暴，确定设计方向及初步方案

设计开发 9月18日 - 9月19日 作品设计与开发，材料选择与工艺试验

中期评审 9月20日 提交作品草案，进行阶段性评审与反馈

修改与完善 9月21日 - 9月26日 根据评审反馈进行修改，完善设计细节

终期评审 9月27日 提交最终作品，进行终期评审与展示

课题方向

1.产品设计类——文创产品设计与开发

授课目标：

• 理解文创产品设计的流程与要点
• 掌握如何将圆明园元素融入产品设计中
• 学习使用Rhino和grasshopper进行产品建模

授课内容：

1.文创产品设计概论

• 文创产品的市场趋势与设计要素
• 圆明园文化元素的提取与应用
• 产品设计的思维与方法

2.产品设计工具与技术

• Rhino和grasshopper建模技巧
• 3D打印技术在产品原型中的应用
• 材料选择与工艺分析

3.案例分析与设计实战

• 优秀文创产品设计案例分析
• 产品设计草图与模型制作
• 产品功能与美学的结合

实践任务：

• 设计一个以圆明园元素为主题的文创产品，包括但不限于：服装配饰、个人护理、美食茶饮、生活家居、文具、玩具、护肤美妆、工艺纪念品、传统非遗、商务礼品等。
• 提交3D模型及设计说明文档

2.创意设计类——海报设计与视觉传达

授课目标：

• 掌握海报设计的基本原理与技巧
• 学习如何通过视觉传达圆明园的历史与文化
• 掌握Photoshop和Illustrator等设计软件的使用技巧

授课内容：

1.视觉传达基础

• 设计元素：颜色、字体、构图
• 海报设计的基本原则与要素
• 圆明园历史与文化背景解读

2.海报设计实战

• 圆明园主题海报设计构思与草图
• Photoshop和Illustrator在海报设计中的应用
• 设计风格与配色方案

3.作品评审与修改

• 参赛者作品展示与点评
• 海报设计的优化与完善技巧

实践任务：

• 海报（不少于2张）、创意插画、产品包装、吉祥物形象设计、表情包设计、书刊卡册设计等；例如设计一款主题为“圆明园四季之美”的海报。
• 完成海报设计项目并提交电子版

5.数字交互艺术

授课目标：

• 掌握Processing和TouchDesigner的基本操作和高级技巧，应用于数字艺术创作
• 创造出能够吸引观众参与和体验的交互数字艺术作品

授课内容：

1. 数字交互艺术概论

• 交互艺术的历史与发展：探索交互艺术在文化传承中的角色。
• 圆明园文化元素的数字化表达：从历史到现代的文化转化。

2. Processing基础与应用

• 基本操作与界面：熟悉Processing开发环境与基础编程。
• 创意编码：利用Processing进行视觉艺术创作。
• 动态视觉与数据驱动设计：应用数据可视化技术，表现圆明园的文化故事。

3. TouchDesigner的交互设计

• TouchDesigner简介：软件基础操作与实时处理能力。
• 交互性设计：使用TouchDesigner创建实时交互体验。
• 结合圆明园元素的视觉作品创作：探索多媒体结合的艺术形式。

实践任务：

• 设计一个可交互的动态数字艺术作品
• 提交作品的数字版展示视频及开发说明文档

课题说明

圆明园，亦称“万园之园”，是中国清代皇家园林的杰出代表之一。它不仅是建筑艺术的巅峰之作，更是文化历史的承载体。本次大赛旨在通过文创设计，将圆明园的历史、文化、艺术等多重元素与现代设计相结合，激发公众对文化遗产的关注与热爱。在现代数字科技迅速发展的背景下，交互艺术成为了传达和再现文化遗产的新媒介。本课程旨在通过数字交互艺术，将圆明园的历史、文化、艺术与现代科技相结合，探索创新的文化表达形式。通过这一课程方向，参赛者将能探索数字技术与文化遗产之间的交互关系，创造出具有独特魅力的文创作品。

工作坊报名入口

https://bift.mike-x.com/AuS5u​

International Art Licensing Fund Cultural IP Workshop Cluster

Tutor

GUO Yicheng, Instructor of Cultural IP Studio, Central Academy of Fine Arts / Graduate Tutor Chairman of International Art License Fund

Yang Shengdan, Lecturer of Digital Media Art, Beijing Institute of Fashion Technology

Language: Chinese

Instructing Institutions and Websites

Central Academy of Fine Arts

https://www.cafa.edu.cn/

Beijing Institute of Fashion Technology

https://www.bift.edu.cn

Keywords

Cultural IP, Culture and Tourism IP, Intangible Cultural Heritage IP, Corporate Brand IP, Artist IP, IP Product Development and Service Design

Expected Output Content

Visual Design, Product Design, Interaction Design, Film & Animation, Space Design, Fashion Design, Service Design

Topic Description

The universal existence of beauty is one of the most prominent and vivid features of today's era. Cultural IP (Intellectual Property) can deeply explore and highly condense the core elements of the beauty of cultural subjects, and is an important support for contemporary art, cultural commodities, and life forms. With the popularity of cultural and creative commodities such as the Forbidden City and digital collections such as Dunhuang and Qi Baishi, various types of cultural contents in the cultural industry, such as museums, artists, cultural celebrities, cultural tourism scenic spots, intangible cultural heritage, etc., are actively exploring opportunities for IP development, and are seeking to integrate cultural creativity and design methods with related industries to seek a paradigm of aesthetics of life that can be creatively transformed. This workgroup will carry out relevant research and implementation with this as the core. Dr. Guo Yicheng, professor/postgraduate tutor of the Cultural IP Studio of the Central Academy of Fine Arts and chairman of the International Art Licensing Fund, will lead the students to carry out research on different kinds of IPs, and through the combination of practical case studies and the theoretical modeling tools of the Concentric Circles of Culture and Creativity, the students will be guided to produce products and service designs that can create value in the top-level design and planning of cultural IPs. Students will be guided to produce value-creating product and service designs under the top-level design and planning of cultural IPs.

Registration link

https://bift.mike-x.com/AuS5u​

Tutor

Guo Yicheng, Ph.D. in Aesthetics, Peking University, Instructor of Cultural IP Studio, Central Academy of Fine Arts, Graduate Instructor

Co-Tutors

W.S. Qiu, Co-leader of Pingyao Ancient City IP Landing Project, M.A., School of Art Management and Education, Central Academy of Fine Arts, B.F.A., Sichuan Academy of Fine Arts

Language: Chinese

Keywords

City IP, cultural tourism industry, industrial integration, product design, artificial intelligence

Expected output

Visual Design, Product Design, Interaction Design, Film and Animation, Space Design, Game Design, Service Design

Topic Description

In the rapid development of culture and tourism industry, cultural and tourism IP has become an important core for the development of cultural and tourism industry, and contemporary art and design is an effective means for cultural and tourism industry to improve its value and competitiveness. In the direction of integrating cultural and tourism IP with related industries, digital technology and AI-related service design are continuously bringing more possibilities for the upgrade of cultural and tourism industry. Pingyao Ancient City IP is a complete example of cutting-edge urban IP. The instructor, Prof. Guo Yicheng, will use his more than 20 years of theoretical and practical experience in the cultural and creative industries to provide resources for participants to practice designing Pingyao Ancient City IP. Participants will explore new possibilities for product and service design for a cultural tourism IP through innovative design tools and creative design techniques. Participants will explore new product and service design possibilities for a cultural tourism IP through innovative design tools and creative design means.

Workshop Objectives:
1. Cultivate students to understand the top-level design methodology of cultural IP and industrial integration and landing, and have the opportunity to participate in landing practice activities. Allow students to experience and complete the simulation of relevant cultural and creative industry landing projects.
2. Ensure that the project design and conception have practical spirit and landing planning, and have certain realizability.
3. Maximize the use of the latest digital technology or design tools to explore more design possibilities.
Expected outcomes of the workshop:
1. Realizable cultural IP creative product and service design
2. Complete project concepts related to the cultural tourism industry (including but not limited to urban IP design, communication strategy and planning for cultural tourism projects, development and design of cultural tourism products and services, etc.)

Workshop references:
WeChat public number Yi Cheng Yaji (must read), Ancient City Brothers and Sisters

Enrollment Requirements

Artificial Intelligence and Machine Learning, Programming Fundamentals, Digital Interaction Tools, Visual Typography, Writing and Editing, Video Production and Editing

Class Platform

Tencent Meeting

Tutor

Guo Yicheng, Ph.D. in Aesthetics, Peking University, Instructor of Cultural IP Studio, Central Academy of Fine Arts, Graduate Instructor

Co-Tutors

Yixuan Yang, Graduated from Central Academy of Fine Arts, Art and Design Management Culture IP Studio

Language: Chinese

Keywords

Cultural IP, Industrial Integration, Product Design, Artificial Intelligence

Expected output

Visual Design, Product Design, Interaction Design, Film and Animation, Space Design, Silver Hair Design, Game Design, Fashion Design, Service Design, Music Works, Virtual Exhibition Planning and Design

Topic Description

Qi Baishi, as the most influential art master in China, is characterized by his elegant aesthetic interest, profound cultural connotation and unceasing artistic aesthetic energy; in the 21st century, he still brings people the touch of “beauty”. Qi Baishi IP - “White Stone Elder”, from the “law without law”, “ethereal and ancient”, The IP of Qi Baishi - “Old Man Baishi” covers the “beauty” of Qi Baishi's art from three series of themes, “Lawlessness”, “Emptiness and Ancient Clumsy” and “Life and Interest”, and transforms these three IP cores into contemporary art forms through creativity; the IP design of Qi Baishi that has been transformed into contemporary art can be further formed into cultural commodities with a high degree of popularity. After the creative transformation into contemporary art, the Qi Baishi IP design can be further formed into cultural commodities with market popularity, and ultimately the organization of cultural commodities can form the aesthetic life form of the whole Qi Baishi IP, so as to better root the aesthetic gene in life.
Contemporary art is an important form of creative transformation of the core “beauty” of cultural IP. The workshop will take the “beauty” of Qibaishi IP as the starting point, and focus on contemporary art and design market through the theoretical model of Concentric Circles of Culture and Creativity, to inspire participants to combine the trend of cultural consumption, and transform Qibaishi IP creativity into the latest form of contemporary art through design. There is no limit to the form of design output. Excellent programs will have landing opportunities.

Workshop Objectives:
1. Cultivate students to understand the cultural IP top-level design method and industrial integration landing, and have the opportunity to participate in landing practice activities. Allow students to experience and complete the simulation of relevant cultural and creative industry landing projects
2. understand and master the concentric circles of culture and creativity, and understand the logic of transformation between the core of cultural IP and contemporary art.
3. Maximize the use of the latest digital technology or design tools to explore more forms of expression and design possibilities.
4.Master how to make the beauty of culture become the contemporary art needed by the times through IP creative transformation and related design paths.
5. Ensure that the project design and concepts are practical and grounded in the spirit of planning, with a certain degree of realizability, and explore the commercialization of Qi Baishi's IP after it is transformed into contemporary art.
Expected outcomes of the workshop:
1. Based on the core “beauty” of Qi Baishi's IP “Old Man Baishi”, carry out related creative transformation and extension. Including but not limited to IP concept extension design, IP visual design, IP interaction design, IP cultural commodities and life form design.
2. Design of cultural and creative products or other authorized services based on Qibaishi IP.
3. Design of new cultural consumer products based on Qibaishi IP.

Workshop Reference:
The Integration of Cultural Creativity and Industry from Qi Baishi's Creative Aesthetics”, Journal of Textile Industry, May 2017, P120-126
The Aesthetic Concepts of Qi White White's Paintings and Their Value”, Guo Yi Cheng, PhD Thesis in Aesthetics, Beijing University, 2012.
The “Lawlessness” of Qi White's Paintings”, Guo Yicheng, Art Review, August 2012, P 60-64
'Contemporary Art - Files and Commodities - Creative Identity - The Aesthetics of Creativity in the Light of Qi White's Myriad Artworks', Guo Yicheng, Art Review, July 2011, pp. 76-80

Enrollment Requirements

Artificial Intelligence and Machine Learning, Digital Interaction Tools, Research and Analysis, Visual Layout, Writing and Editing, Video Production and Editing, Service Design, Exhibition Planning

Class Platform

Tencent Meeting

Tutor

Guo Yicheng, Ph.D. in Aesthetics, Peking University, Instructor of Cultural IP Studio, Central Academy of Fine Arts, Graduate Instructor

Co-Tutors

Liang Yixia, M.A., Art Management and Education (Cultural and Creative Industry Management), Central Academy of Fine Arts; B.A., Architecture and Environmental Art Design, Xi'an Academy of Fine Arts

Language: Chinese

Keywords

“Song Culture”, Cultural IP, Industry Integration, Product Design, ACG

Expected output

Visual Design, Product Design, Interaction Design, Film and Animation, Space Design, Fashion Design, Service Design

Topic Description

This project takes “Song Culture” as the background, and explores the uniqueness and diversity of Song Culture from different perspectives, such as Song Dynasty's marketplace life, humanities and folklore, literature and art, and non-heritage. We will further explore the creative transformation and dissemination of Song culture in contemporary times, as well as how the “ancient capital” can shape a new culture and appearance in the process of upgrading and development of culture and tourism industry, and help urban renewal and upgrading of local industry through the empowerment of culture industry.

With the direction of “Song Culture” IP incubation and local industry upgrading and empowerment, the group will carry out the incubation of “Song Culture” super IP and all kinds of related product design. On this basis, we will explore the possibility of combining the results of the project with local government departments and enterprises, and increase the chances of landing the project. The instructor, Prof. Guo Yicheng, with his more than 20 years of theoretical and practical experience, will provide relevant resources for the participants to carry out the design practice on the ground. The group will also invite senior designers and art practitioners who have graduated from famous art academies at home and abroad to provide guidance.

The group hopes to generate cultural IP projects centered on “Song Culture” with the following characteristics:

1. Clear theme and novel creativity: taking the culture, art, humanities and customs of the Song Dynasty as the theme, excavating the unique cultural core and aesthetic style of Song culture, encouraging the participants to fully combine the traditional and various modern elements, breaking through the homogenized style of existing cultural IPs and their derivatives, and embodying the unique aesthetic and spiritual value of Song Dynasty culture. The works should be innovative, with unique design concepts, capable of triggering the audience's thinking and resonance, and fully reaching the consumers' mind.

2. Strong landedness: the planning and design of the cultural IP should be landedness, with certain market potential and commercialization potential, and be fully integrated with the industry.

3. Extensibility and sustainability of cultural IP: cultural IP should have sufficient extensibility and sustainability to make cultural IP have vitality.

4. High artistry and strong cultural dissemination ability: Focus on the artistry and aesthetic value of the cultural IP and its derivative products, and strong dissemination ability of Song culture.

Workshop Objectives:
1. Understand the significance and key points of cultural IP construction, and discuss how cultural IP reaches consumers' minds, empowers and accelerates industrial upgrading.
Analyze the cultural elements, aesthetic style and cultural core of the Song Dynasty, and master how to creatively transform the Song Dynasty cultural elements, aesthetic style and cultural core. Analyze the current situation of cities and industries that are in line with Song culture, and discuss how to integrate them into industrial development.

2. Sort out and integrate the contents and cultural elements of Song culture, and extract the cultural core and theme of Song culture IP. Based on the core and theme of Song culture, integrate relevant cultural elements for creative transformation and generate a cultural IP image and IP system. Submit the visual program and design description document for the cultural IP.

3... Ensure that the project design and concept have practical spirit and implementation planning, and have a certain degree of realizability.

Expected outcomes of the workshop:
1. Realizable cultural IP creative product and service design
2. Complete project concepts related to cultural tourism industry (including but not limited to cultural IP design, urban IP design, communication strategy and planning for cultural tourism projects, development and design of cultural tourism products and services, etc.)

Workshop references:
WeChat Public, Yicheng Yaji

Enrollment Requirements

Artificial Intelligence and Machine Learning, 3D Modeling, Digital Interaction Tools, Visual Typography, Writing and Editing, Others (Drawing and Animation Production)

Class Platform

Tencent Meeting (Voov Meeting)

Tutor

Guo Yicheng, Ph.D. in Aesthetics, Peking University, Instructor and Graduate Tutor, Culture IP Studio, Central Academy of Fine Arts, Beijing, China

Language: Chinese

Keywords

Cultural IP, Industrial Integration, Product Design, Artificial Intelligence

Expected output

Visual Design, Product Design, Interaction Design, Film and Animation, Space Design, Game Design, Fashion Design, Service Design

Topic Description

Corporate IP is a path for corporate brand upgrading, in which well-known corporate IPs such as Coca-Cola IP have brought more benefits to enterprises through IP-related product design and licensing.
The IP design exploration of this project will be centered on the corporate IP of Huazhou Group, a famous Chinese hotel company, through learning the theory model of Concentric Circles of Cultural and Creative Industries, and combining with the specific design practice to develop the related IP product and service design. Excellent design solutions will have the opportunity to land.

Workshop Objectives:
1. Cultivate students to understand cultural IP top-level design methodology and industrial integration landing, and have the opportunity to participate in landing practice activities. Allow students to experience and complete the simulation of relevant cultural and creative industry landing projects
2. Ensure that the project design and conception have practical spirit and landing planning with certain realizability.
3. Maximize the use of the latest digital technology or design tools to explore more design possibilities.
Expected outcomes of the workshop:
1. A realizable design of Hwa Hsia Society's corporate IP creative products or related services.
2. A complete concept of Huazhu Club's corporate IP-related projects (including but not limited to corporate IP value-added product and service design, corporate IP theme space design, corporate IP licensing services, etc.).

Workshop Reference:
WeChat public number Yi Cheng Yaji (required reading)
Huazhou Club Group related materials

Enrollment Requirements

Artificial Intelligence and Machine Learning, Digital Interaction Tools, Research and Analysis, Visual Layout, Writing and Editing

Class Platform

Tencent Meeting

Tutor

Yang Shengdan, Lecturer of Digital Media Art, Beijing Institute of Fashion Technology

Language: Chinese

Design Requirements

1. Clear theme: Participants are encouraged to integrate traditional and modern elements in their designs. The design works should be based on the history, culture or art of Yuanmingyuan and reflect its unique cultural value.

2. Creative and novel: the works should be innovative, with unique design concepts that can trigger the audience's thinking and resonance.

3. Practicality: the designed products should have practical functions, be suitable for daily life use, and have certain market potential and commercialization potential.

4. Sustainability: Promote the use of environmentally friendly materials and sustainable design concepts, the work should meet environmental standards.

5. High artistic: focusing on the aesthetic effect of the design, the work should have a high artistic standard and visual appeal.

Judging Criteria

Theme fit: the degree of fit between the design work and the theme of the Yuanmingyuan.

Creativity and innovation: the originality and innovative thinking of the design.

Market potential: the practicality and commercial conversion ability of the work.

Aesthetics: the artistic effect and visual expression of the work.

Sustainability: the environmental friendliness and sustainability of the design process and the finished product.

Schedule

Phase Time Content

September 14th Understanding the history and culture of the Yuanmingyuan and collecting relevant information.

Design Conceptualization and Program Development September 15 - September 17 Brainstorming to determine the design direction and preliminary program.

Design development September 18 - September 19 Design and development of works, material selection and process testing

Mid-term review September 20 Submission of draft works, stage review and feedback

Revision and refinement September 21 - September 26 Revision and refinement of design details based on review feedback

Final Evaluation September 27 Submit the final work for final evaluation and presentation.

Project Direction

1. Product Design - Design and Development of Cultural and Creative Products

Lecture Objective:

• Understand the process and key points of cultural and creative product design
• Master how to integrate Yuanmingyuan elements into product design.
• Learn how to use Rhino and grasshopper for product modeling.

Lecture content:

1. Introduction to cultural and creative product design

• Market trends and design elements of cultural and creative products
• Extraction and application of Yuanmingyuan cultural elements
• Product design thinking and methods

2.Product design tools and techniques

• Rhino and grasshopper modeling skills
• Application of 3D printing technology in product prototyping
• Material selection and process analysis

3.Case study and design practice

• Excellent cultural and creative product design case study
• Product design sketching and modeling
• Combination of product function and aesthetics

Practical task:

• Design a cultural and creative product themed on Yuanmingyuan elements, including but not limited to: clothing accessories, personal care, food and tea, home life, stationery, toys, skincare and beauty, craft souvenirs, traditional non-heritages, business gifts and so on.
• Submit 3D models and design documents

2. Creative Design - Poster Design and Visual Communication

Lecture Objective:

• Master the basic principles and techniques of poster design
• Learn how to communicate the history and culture of the Yuanmingyuan through visual communication
• Master the use of Photoshop and Illustrator and other design software.

Lecture content:

1. Basics of visual communication

• Design elements: color, font, composition
• Basic principles and elements of poster design
• Interpretation of the history and cultural background of the Yuanmingyuan

2.Poster design practice

• Ideas and sketches of Yuanmingyuan theme poster design
• Application of Photoshop and Illustrator in poster design.
• Design style and color scheme

3.Works evaluation and modification

• Participants' works display and comments
• Poster design optimization and improvement skills

Practical tasks:

• Posters (no less than 2), creative illustrations, product packaging, mascot image design, emoticon design, booklet and card booklet design, etc.; for example, design a poster with the theme “The Beauty of Four Seasons in the Yuanmingyuan”.
• Complete the poster design project and submit the electronic version

3. Electronic map design for games

Objective of the course:

• Master the application of C4D software in game map design.
• Understand the interaction design and user experience of electronic maps.
• Design a virtual game map with the theme of Yuanmingyuan.

Lecture content:

1.C4D basic and application

• C4D interface and basic operation
• Modeling and rendering techniques
• Three-dimensional modeling of the Yuanmingyuan architecture and scene elements

2.Game electronic map design

• Design principle and process of game map
• Map interactivity and user experience design
• Creation of scene light and shadow and special effects

3.Practical exercises and evaluation

• Conceptualization and design of the game map of Yuanmingyuan
• Work display and evaluation feedback
• Optimization and iteration of map design

Practical task:

• Design an interactive virtual game map of Yuanmingyuan using C4D.
• Submission of design report and presentation video

4.Digital Cultural and Creative App Development

Lecture Objective:

• Display cultural information from the visual, experiential and service levels.
• Understand the application of AR technology in the garden map.
• Based on the scenario storytelling method, propose APP design steps and processes.
• Develop an AR garden tour application with the theme of Yuanmingyuan.

Lecture content:

1. Overview of AR technology

• Principle and development of AR technology
• Application of AR in cultural heritage protection
• Experience excellent AR application cases at home and abroad

2.APP development

• Sort out the functional flow chart and determine the main interaction steps
• Construct visual symbol information
• Interconnect the main navigation, tab bar, list, background and other controls

3.AR gardening application design

• Design process and user experience of AR application
• Theme scene and interaction design of Yuanmingyuan
• Data integration and content presentation

4.Project implementation and optimization

• Implementation of the AR map project of Yuanmingyuan Park
• Testing and iterative improvement
• Work display and optimization suggestions

Practical tasks:

• Design and develop an APP for the Yuanmingyuan Park.
• Construct the functional architecture of the app and submit the demo video and development documents.

5. Digital Interactive Art

Lecture Objective:

• Master the basic operation and advanced skills of Processing and TouchDesigner and apply them to digital art creation.
• Create interactive digital artworks that can attract audience participation and experience.

Course Content:

1. Introduction to Digital Interactive Art

• History and development of interactive art: exploring the role of interactive art in cultural heritage.
• Digital expression of Yuanmingyuan cultural elements: cultural transformation from history to modernity.

2. Processing Basics and Applications

• Basic Operation and Interface: Familiarize yourself with Processing development environment and basic programming.
• Creative Coding: Utilizing Processing for visual art creation.
• Dynamic visualization and data-driven design: apply data visualization technology to express the cultural story of Yuanmingyuan.

3. TouchDesigner Interaction Design

• Introduction to TouchDesigner: Basic software operation and real-time processing capability.
• Interactivity design: using TouchDesigner to create real-time interactive experiences.
• Creation of visual works combining elements of Yuanmingyuan: exploring the art form of multimedia combination.

Practical tasks:

• Design an interactive and dynamic digital artwork
• Submit a digital version of the work to show the video and the development of the documentation.

Description of the project

Yuanmingyuan, also known as the “Garden of Ten Thousand Gardens”, is one of the outstanding representatives of China's Qing Dynasty royal gardens. It is not only the pinnacle of architectural art, but also a carrier of culture and history. This competition aims to combine the history, culture, art and other elements of the Yuanmingyuan with modern design through cultural and creative design, and to inspire the public to pay attention to and love cultural heritage. In the context of the rapid development of modern digital technology, interactive art has become a new medium for conveying and reproducing cultural heritage. This course aims to explore innovative forms of cultural expression by combining the history, culture and art of the Yuanmingyuan with modern technology through digital interactive art. Through this course direction, participants will be able to explore the interactive relationship between digital technology and cultural heritage and create cultural and creative works with unique charm.

Registration link

https://bift.mike-x.com/AuS5u​

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