“高冷”故宫的萌系路线[1]

这是一个拼创意的时代。为了让更多人了解其丰富的文化遗产，北京故宫也是蛮拼的，不仅为自己设计了吉祥物，还开起了网店，走上卖萌路线，文化创意产品层出不穷，连故宫掌门人单霁翔也说“脑洞大开”。 今天，就让我们来盘点一下故宫的创意和“脑洞”。

-关键词-

文创产品：Creative Cultural Products

The Palace Museum has been making efforts to change its solemn and dull image. One of its initiatives is new souvenirs that are fun and cute, and marry historical minutiae with modern sensibilities and technologies. The creative cultural products, which are sold through the museum's Taobao store, have become a big hit with netizens. To name just a few:

故宫近来努力改变自己严肃沉闷的形象，其中一个举动便是开发一系列有趣可爱的纪念品，将历史文化的细枝末节与现代元素和科技融合起来。这类文化创意产品在故宫淘宝店开售以来，受到广大网友热捧。试举几例：

*Beaded earbuds

朝珠耳机

The much-talked about beaded earphones, priced at RMB120, mimic the beads worn by officials attending the royal court during the Qing Dynasty (1644-1911). A netizen said wearing it while working gives the illusion that you yourself are an emperor reviewing files submitted by subordinates.

这款朝珠耳机可谓赚足了口碑，标价在120元，其外观仿照清代官员上朝时佩戴的珠串。网友戏称，“戴上它听歌写东西的时候简直像是批奏折！”

*Official's hat parasol

顶戴花翎官帽防晒伞

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.

这款遮阳伞依据清朝官员顶戴花翎设计，撑开后，酷似头上戴着一顶官帽，效果令人捧腹。

*Fan inscribed with the words of Emperor Yongzheng

雍正御笔折扇

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.

扇面所印七个大字，“朕就是这样汉子”，源自雍正帝批田文镜折。如此大白话，和人们印象中拿腔作调的帝王形象大相径庭。这把折扇被评霸气十足，尽显傲娇气质。

[创意背后]

"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.

故宫博物院院长单霁翔称，故宫过去的文创产品基本是简单的文物复制品，对年轻人没有吸引力。为了贴近新的消费人群，故宫开始追踪新媒体的流行趋势，并招聘了更多这方面的人才。单霁翔称，基本理念就是要与人们顺畅对话，用创意将文化遗存与当代人的需求、审美对接起来，让人们把"把故宫带回家"。

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.

故宫还在努力改变一个现状，即全国各地旅游景点所售纪念品都大同小异。单霁翔表示，现在博物院做的每件纪念品都要求带有故宫独特的文化气息，无论多小的产品，都应保证做工精良且有意义。以朝珠耳机为例，人们不仅可以感受历史文化和现代科技的结合，还有很多细节可观察，例如数数清朝朝服所配朝珠有多少粒珠子之类。

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.

故宫淘宝于2008年上线，至今已设计研发文化产品6700多种。单霁翔透露，2013年故宫文创产品的销售达到6亿多人民币，今年预计可破9亿。故宫还将于明年1月1日正式创立线上商城。

[网友怎么说]

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

故宫博物院守着最好的文化资源，做周边产品是最合适不过的。

@一善微尘滚滚乐：I'd rather have something more primitive or more stylish. These products are simply too market-oriented.

还是喜欢原味文化或个性作品，这个感觉太偏向于讨好市场了。

@我是一条黑粗柴：It's nice to combine historical and modern culture together. Kudos.

不错啊。历史文化和现代文化结合结合。赞一个。

@牧讷讷：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.

支持这样的纪念品，现在好多景区的纪念品都没有自己的特色了，希望其它景区也可以设计出有自己特色的东西。

-关键词-

穿越：Time Traveling

Tourists are taking pictures in front of Yanxi Hall. Beside them, Puyi, the last emperor of the Qing Dynasty, is playing with his pocket watch. A tourist is making phone calls inside the Xishang Pavilion in the imperial garden, while a few steps away, Empress Wanrong is leaning against the railing along the stone steps, smiling...

燕禧堂前，拍照的游客旁，“末代皇帝”溥仪正抱柱玩怀表；御花园禊赏亭上，打电话的游客面前的台阶上，却倚着一脸笑容的婉容……

These images are from a set of pictures showing old photos of the Forbidden City blended with current scenes that has gone viral online, drawing numerous comments. The photos, published by the Forbidden City magazine run by the Palace Museum, have been lauded for their ingenuity.

故宫《紫禁城》杂志公布的这一系列“穿越照”，将清宫旧照与现实整合得“天衣无缝”，引发网友热烈转发和评论，被大赞创意难得。

[创意背后]

The photos were the brainchild of the Forbidden City magazine staff, who wanted to let readers "travel through time" and feel the dramatic changes that have taken place over the years, so that they may savor the cultural connotations of history in a more meaningful way.

据了解，该组照片的创意来自故宫《紫禁城》杂志工作人员，希望用“穿越”的手法让观者在“物非人也非”的组合展示中，体会更丰富的历史内涵。

The old images, taken between 1922 and 1924, were selected from a collection of over 40,000 photos that capture the life of Puyi's family in the palace. With the help of experts, who pinpointed the exact time and place of the pictures, magazine staff were able to make the project go smoothly. They adopted a popular technique of combining old pictures with current scenes, using the sharp contrast to convey the intensity of history.

这组照片从4万多张清宫旧照中选出，时间跨度为1922年至1924年期间，记录了溥仪一家在紫禁城中的生活。经过专家考证照片拍摄的时间地点，工作人员才得以顺利拍摄。他们采用时下流行的一种拍摄手法，将旧照与现状实景相结合，呈现给人们一种对比强烈的历史感。

[网友怎么说]

@阳光时代马球：Something has broken the boundary of time and space, and shown itself in these pictures.

有些东西冲破了时间的阻隔，跨越了空间的距离，通过照片一一再现了出来。

@乐俩千金：By the next century, we will not exist, but the Forbidden City will still be there. Life is so tiny compared with time.

再过百年，故宫依旧，而我们都将不在，与岁月比，生命太微小。

@默語尋洲：There is seemingly one step between you in the picture and me in reality, but the truth is, we are a time and space away from each other.

照片里的你与现实中的我看似一步之遥，却是一个时空的距离。

@小小土豆麻麻：Can't say what the feeling is. A bit spooky.

说不出的一种感觉，心里有些发毛。

-关键词-

新媒体：New Media

In October, the Palace Museum developed an app, "One Day in the Life of the Emperor", which allows children to experience life as a Qing Dynasty ruler. It mixes interactive games and general knowledge of the museum in an eye-catching way. Using the first-person perspective of a child emperor in the Qing Dynasty, it follows a day in his life in the Palace. More than 200 missions are designed on the app.

今年十月，故宫推出一款应用《皇帝的一天》，让孩子们体验一把皇帝的生活。该应用把故宫的文化知识融入交互游戏中，引人入胜。它从清朝小皇帝的视角，探寻皇帝在紫禁城里一天的生活轨迹，其中设计了200多项任务需要孩子完成。

This is not the museum's first attempt at new media, it also released an iPad app, "Twelve Beauties of Prince Yong", in 2013 to explain several traditional Chinese paintings with ornate interfaces and interactive games. "Auspicious Symbols in the Forbidden City", its second app, was released in June. It explains the cultural connotations of the royal collections with a simple but elegant interface.

这并不是故宫博物院在新媒体领域的第一次尝试。其在2013年已经推出了一款iPad应用《胤禛美人图》。这款应用界面华美，还伴有各类交互式小游戏，详尽展现了中国传统古画的魅力。其第二款应用《紫禁城祥瑞》于今年6月份上线，以简洁典雅的界面详细介绍了故宫内富有文化寓意的宫廷藏品。

[创意背后]

Many of the world's top museums have developed their own smartphone apps in recent years to better guide visitors and present their exhibits. But most merely introduce information, the staff of the Palace Museum information center said, and they wished to make full use of new media to explore a more dynamic and interactive method to spread Chinese culture. The apps have earned wide acclaim since their debut. The museum now plans to open 3 digital museums and release 3 apps in 2017.

故宫资料信息中心工作人员称，近年来，多所世界著名博物馆都开发了手机应用，以更好地指导游客、展示文物，但大多数只限于信息介绍。所以故宫希望能充分利用新媒体手段，使文化传播更形象、互动性更强。已推出的这几款app应用皆博得满堂彩。故宫还计划于明年开设三家数字博物馆，并再推出三款app。

[网友怎么说]

@报刊文摘：The Palace Museum is very good at using new media and approach historical culture in an agreeable and easy way. That's something we need to learn from.

故宫博物院介绍人文历史能举重若轻，善用各种新媒介，值得我们学习！

@北京曹雪芹学会: A very sophisticated app. It explores the elegant life of noble women in the Qing Dynasty by exhibiting the 12 beauties paintings.

很讲究的app。通过十二美人图，告诉你清代贵族女人的雅致生活是什么样子。

@bazingazhou：It's so exquisite and beautiful. Please develop more apps like this in the future, so as to make people better understand the Forbidden City and nurture their passion for our history.

制作真的好精美，希望以后能多出这样好的app，让大家更了解故宫，更热爱历史啊。

-关键词-

动图：Flash Animation

In August, the Palace Museum published a well-received post entitled "Yongzheng: I Feel So Cute about Myself" on WeChat. Based on the "Paintings of Amusement of Emperor Yongzheng", the collection of nine flash animations shows the emperor engaged in activities such as playing an instrument under a pine tree, fighting a tiger or fishing in a river.

今年8月，故宫发布了一篇《雍正：感觉自己萌萌哒》的微信小文，深受网友喜爱。文中动图以《雍正行乐图》为基础，其中的雍正帝或于松下抚琴，或与猛虎搏斗，或是临河垂钓。

The animations not only "revive" the ancient emperor, they also breathe some fresh life into him. In one of the animations, for example, Yongzheng sits on a riverbank washing his feet addressed in the daily outfit of ordinary people. From time to time, he raises one foot to scratch the calf of his other leg and the caption reads, "My feet itch."

这批动图不仅让静态古画中的雍正帝“活”过来，还让他变得俏皮可爱起来，比如，一张图里，雍正帝身穿普通服装坐在江边洗脚，会偶尔抬起一条腿往另一条腿上蹭一下，配词曰：“朕……脚痒……”

"My feet itch." “朕……脚痒……” "My calligrapy is perfect. Have you all bought my manuscripts?" “朕的字极佳。话说朕的抄经本诸位都买了吗？”

"Sometimes I just want to be a handsome man and be alone."

“有时候，朕只想安安静静地做个美男子。”

[创意背后]

Simple replicas of cultural relics, despite their embodiment of history, lack the vitality to appeal to people today, especially younger generations, according to the Palace Museum. The staff thus used digital techniques to activate the static figure in the vintage paintings. And they added a touch of humor using funny captions to make the animations even more appealing to young people. The animated versions of Yongzheng paintings have drawn more than 800,000 clicks since they were launched online.

故宫博物院介绍，简单的文物仿制品，虽然是历史的凝缩，但缺少新鲜活力，很难在当代人、特别是年轻人中传播。故宫工作人员通过数字技术，让静态古画中的雍正帝动了起来，并配上了活泼的“解说词”，更容易被年轻人所喜爱。《雍正行乐图》动画版上传后，网络阅读量已达80多万次。

[网友怎么说]

@JIaGerr：When I saw the original painting, I felt sad for the Emperor Yongzheng who worked so hard and had little amusement. But after I saw the flash animations, I suddenly felt the emperor was so goofy and cute...

当初看到静态的时候，觉得挺心酸的，四爷被工作和责任憋得只能这么过过干瘾。看到这动图，顿时觉得四爷你简直是太彪了，哈哈哈，好可爱……

@西瓜慢慢在成长：Even though the emperor owned the whole nation, maybe he just wanted to enjoy life like ordinary people.

有天下又如何，万岁爷也许只想像个普通人一样看尽世俗百态吧。

@墨羽在飞：Haha, this is definitely the cutest Yongzheng I've ever seen.

哈哈，这是我见过最可爱的雍正了。