Van Gogh painting derivatives trendy fashion self-portraits "implanted" coffee cups

A few days ago, the "feeling Van Gogh Art Exhibition", which is on display at the Chaotian Palace, has attracted many people to visit. Over the past half a month, nearly 50,000 people have visited the Nanjing Museum. In addition to Van Gogh's national treasure painting "the Peasant woman of the cultivated Land", a number of art derivatives brought by the Museum of Northern Brabbon in the Netherlands have also attracted the curious attention of many audiences.

In developed countries in Europe and the United States, the development of derivative products around cultural works of art has become the main business means of many museums and gallery, and expanded a large-scale industrial chain. In China, the art derivatives market is still in its infancy, most of the product types stay in the low-end level of cultural relic replicas and tourism souvenirs, lack of creative design elements and the development of practical consumer goods. How can art derivatives make use of creative design to bring new vitality to the ancient cultural relics living in museums? The reporter interviewed Charles de Mauis, curator of the Museum in Northern Brabbon, the Netherlands.

Derivatives are very fashionable. Van Gogh's self-portrait is "implanted" in a coffee cup.

Trendy and alternative fashion, avant-garde lamp, elegant vase. At the scene of the "feel Van Gogh Art Exhibition", these various art derivatives are inspired by the patterns in Van Gogh paintings and have been refined and developed by creative designers into trendy cultural and creative products.

Charles told reporters that from a professional point of view, the Northern Brabang Museum is not directly involved in the development and production of art derivatives, but in the form of works of art authorization, handed over to design companies or artists to develop and produce. The art derivatives exhibited in Laining come from the "Hendrik" project of the Van Riet Design Institute in Northern Brabbon province of the Netherlands, which focuses on the works of Van Gogh and other art masters and carries out art design and development from a contemporary perspective.

Van Gogh's works are an inexhaustible source of inspiration. The Hendrik' project is led by a group of excellent designers and artists who magically transform the fine details of Van Gogh's works into different styles of designs from the artist's unique perspective. " Charles said that as a "value-added" part of works of art, the key to the success of derivative products lies in the "artistic processing" of designers. The "Hendrik" project is not simply copying paintings or transplanting patterns, but refining and recreating painting elements with modern aesthetics. "to put it simply, it is to transform classical beauty into modern fashion."

At present, the "Hendrik" project has grafted Van Gogh's works into various fields such as textiles, ceramics, lighting, wall decoration, clothing and jewelry. For example, the designer extracted the face portrait from Van Gogh's self-portrait, processed the pattern and designed it, and developed a set of coffee cups and saucers. This product not only retains the iconic elements of Van Gogh's works, but also has the modern flavor of fashion, and has now become a popular product.

Lack of research and development capability, lack of characteristics of domestic cultural products

In developed countries in Europe and the United States, the development of cultural derivatives with art licensing as the core has become an important part of the cultural industry. Many museums and gallery rely on their own collection resources to form a large-scale creative industry. In the mainland of China, the authorization and development of art derivative products is still in its infancy.

According to statistics, the sales of cultural and creative products in Taipei's Imperial Palace last year reached NT $700 million, or about 150 million yuan. although there are as many as several thousand museums in the mainland, only five have annual sales of cultural products worth 10 million yuan. In Nanjing, there are more than 50 museums, gallery and memorials of all kinds, but there is a general lack of independently developed cultural and creative products. The Nanjing Museum and Nanjing Museum, which are relatively well-run, have annual sales of only hundreds of thousands to millions of yuan.

"most of our museum stores are still at the level of operating tourist souvenirs. Due to the lack of creative research and development capabilities, the categories of cultural products provided to the audience are monotonous and lack of characteristics, so the sales situation is naturally not ideal." A relevant person in charge of a museum in Nanjing told the reporter that at present, only a few, such as the Imperial Palace in Beijing and the Shanghai Museum, have their own creative product design teams, and most museums are still blank in this field. The operating products are still at the low-end level, such as cultural relics replicas, books, audio-visual publications, etc., with low artistic added value.

Pay attention to practicality, creative design should be integrated into people's life.

Xiao Heyue chased Han Xinmei bottle, Asoka Pagoda, Golden Cicada Jade Leaf, wrong Silver Bronze Bull Lantern. Nanjing has no shortage of national treasures that are famous at home and abroad, but there are not many cultural products developed around these "national treasures". Prior to this, the Nanjing Museum launched a miniature version of the Asoka Pagoda made by pouring technology in conjunction with the "Shengta Foguang-Asoka Pagoda Special Exhibition". However, due to the high cost and poor sales, it had no choice but to "stop production".

Charles told reporters that there are mainly two models for the development of art derivatives abroad: first, museums design and develop independently, and then authorize manufacturers to manufacture them; second, authorized companies are responsible for the entire R & D and production process. "either way, the key to success lies in creative research and development." The Northern Brabang Museum conducted a market survey on the types of products in museum stores, and the results showed that more than 70% of visitors were willing to buy practical art derivatives, while less than 20% wanted to buy ornamental furnishings.

Charles said that the design and development of art derivatives should pay attention to the combination of creativity and practicality, infiltrate into the field of social life, and integrate into all aspects of people's clothing, food, housing and transportation. Take the "Hendrik" project as an example, the types of products developed include not only tablecloths, flower arrangements, tapestries and other household items, but also high-end fashion, leather bags, high-heeled shoes and other fashion products. If an art derivative wants to be favored by consumers, its creative design should not only be in line with modern aesthetic taste, but also have market pertinence. If we only take furnishings and souvenirs as the development idea, the market will be much narrower. "

Our reporter Zhu Kai

(responsible Editor: Leo)