The Platform of Developing and Innovating Museum Costume Culture
Costume is a sign of a nation. Boasting a brilliant history, gorgeous costumes by ethnic minorities are significant components of Chinese costumes. Located in South China Agricultural University, Guangdong Ethnic Costume Art Museum is the first relevant museum in Guangdong Province, or even the south of Five Ridges. It was established in 2010 by the official approval of Cultural Heritage Administration of Guangdong Province. With professional faculty members and designers in the College of Art, this museum undertakes functions such as collection, display, education and research in ways that studying and inheriting Chinese culture.
Since its establishment, the platform has achieved the following primary results after research.
1. We organizes collected ethnic costumes and applies useful elements in designing innovative cultural products so as to inherit the traditional costumes pattern.
2. Ethnic Costumes Design and innovative researches of relevant courses have been set up every year for costume designing majors.
3. We strengthen studies on ethnic costumes culture and popularize traditional techniques such as bandhnu, wax printing and embroidery used in conventional costumes manufacture process.
4. We promote innovative development of ethnic costumes culture, provide high-quality apparel cultural resources for clothing industry and strengthen the links among traditional culture, modern design and the culture industry. The integration makes cultural support and creates ideas, promotes innovation in design and culture for local clothing industry. That is how we achieve “inheriting the culture by costume designing” and develop culture and economy.
A Micro-innovative Platform for Animation and New Medias
Subordinated to South China Digital Media Art Institute, the Micro-innovative Platform for Animation and New Medias mainly studies animation art and digital media art. On the basis of the academic researches, this multidisciplinary platform focuses on patent registration, copyright utilization and commercial operation of artistic works.
With the principle of “promoting teaching by research, booming the production by teaching, supporting teaching by production and supporting policies by research and production”, with faculties in College of Art as the backbone, this platform studies the dynamic development of cultural and innovative industry at home and abroad , development strategy and brand designing of China innovative industry, serves Guangdong innovative brands, leads the sound consumption of innovative products and disseminatesbrand culture of the innovative industry. Those measures can finally feedback teaching, cultivate and find potential student teams, develop original intellectual property and brands in ways that putting forward research results on innovative product designing and development.
The establishment and planning of the Micro-innovative Platform for Animation and New Medias
1.Multilevel alignment in the Designing Center
2. Integration, Publicity and Display of Brands
3. Diversification Marketing of Operation Platform
4. Platform of Diversified Innovative Research and Development
5. One-stop Service Platform on Property
6. Capitalizing Cultural Industry in Stock
South China Digital Media Institute
Original Intellectual Property
Service and Culture Industry
Academic Research
Name: Respiration
Type: New Media Art
Author: Xin Jue
Name: Beyond Watching Series: Stepping Forward
Type: Digital Art
Author: Tu Xianzhi
2017 August
Synopsis:
The influence of artistic work depends on whether the information is disseminated effectively and received by audience in the omnimedia era. Animation today is more of a unique cultural phenomenon in society than an entertainment for youth. It embodies a remarkable achievement that gorgeous Chinese art has been embraced by the mass. The expression of animation may be puerile and simple yet kind and effective. In the series of Beyond watching, the author tries to find out an effective animation language which could be universal in society and to discuss humanistic attribute and other feasibility of virtual character in commercial community.
The Development and Research Center of Engineering Technologies about Costume Innovation Design in Guangdong
Introduction
Established in 2013 September, the center dedicates to cultural inheritance and designing in Guangdong costume innovative designing, brand strategy, digital manufacturing, human–machine interaction and wearable design. Here are introductions about some related platforms.
Innovation Platform of Traditional Costume Culture
On the basis of Guangdong Ethnic Costume Art Museum, we reuse and recreate traditional elements by comprehensively collecting, organizing and abstracting. We combine the traditional elements and modern fashion design to reorganize the figure, structure, material, pattern and color of raiment. Integration of traditional elements, modern fashion ones and humanism can create a fashion design full of Chinese characters so that China ethnic costume culture could be inherited and developed creatively.
Platform of Apparel Brand Strategic Research
The platform focuses on analyzing Guangdong existing apparel brands resources and developing models of apparel brands at home and abroad. It also sorts out the elements in terms of brand philosophy, features, styles and consumer’s taste and physiological functions from apparel brands to explore brand strategies suitable for Guangdong apparel brands.
Apparel Digital Technology Platform
The platform serves digital applying systemic studies based on mobile application platform of clothing industry.
①The apparel digital technology platform develops Product Data Management system based on mobile application platform and provides working dynamic management and more detailed sample management in research and developing segment. Therefore, senior managers are able to make strategic decisions precisely on the ground of dynamic track and design process in research and developing segment.
②The platform also serves supply chain information application on the basis of apparel industry mobile application. It takes photos of clothes by mobile terminals (mobile phone, iPad and so on), and the material information can be identified swiftly and sent to clothing PDM system and ERP system.
Wearable Design Research and Development Platform
Studies of three aspects:
①Based on the analysis of consumer’s urgent problems in daily life, their consumption behaviors and concepts can be analyzed by user experience research, and individual products are generated by means of product innovation.
②The embedded apparel design applies open source prototype arduino in special attire. It acquires physical and psychological information of consumer and monitors his/her state. In order to improve user experience satisfaction, solutions are automatically provided on recognizing any problems.
③ Visual perception is applied in event-related potential and eye tracking technologies. Fixation, fixation time, brain wave and amplitude are input to test apparel visual experience of consumers.
Guangdong Music Inheritance and Innovation Platform
Objective and Meaning of the Platform
Higher institutions can impart knowledge, inherit culture and give birth to ideas. Meanwhile, they are bases for producing knowledge and carrying forward ethnic spirits, playing an irreplaceable role in spreading, inheriting and developing human culture and civilization. The fundamental task of discipline construction of music program is to converse regional musical culture into modern resources in creating. The historic mission is to maintain eternal vigor of ethnic tradition by protecting, studying and innovative development.
China, as a nation boasts five-thousand-year unbroken civilization, owns copious cultural heritages and intangible cultural heritages including folk music, fine art and traditional customs. The DNA of the Chinese nation is cultivated in those living cultures. However, many heritages are negligent in the social transition affected by various factors as China accelerates reform and opening policy and modernization. They might be extinct at any time, like a baby without its mother.
The general office under the state council clarified that “with strengthening of globalization and drastic change of economy and society, the existence, protection and development of China intangible cultural heritage encounter new problems and face grave situation” in concerning the strengthening of protection for China intangible cultural heritage published in March 26th, 2005. The major task of Guangdong music inheritance and innovation platform construction is to develop, inherit, innovate and carry forward Guangdong ethnic and folk music culture.
To thoroughly implement the spirit of a series of important speeches made by Xi Jinping and the new ideas, thoughts and strategies regarding governance by the CPC Central Committee, Guangdong music inheritance and innovation platform regards core socialist values as leading principles and is rooted in traditional Chinese culture excellence. In the meantime, the platform bases its efforts on Chinese culture and carries on Chinese cultural gene. The top priority is to be committed to ideals and conviction and carrying forward Chinese culture. The most important task is to improve the youth’s aesthetic and humanity. The top objective is to raise the cultural consciousness and confidence of young people. It also aims to guide the youth to foster correct outlook on history, ethnic, country and culture by fully understanding ethnic cultural art and outstanding civilization achievements of human being. In the process of building Guangdong as a cultural powerhouse, cultural construction stands out to be a significant part in forging ethnic character, improving civic morality, promoting social comity and accelerating transformation of the mode of economic development.
广东音乐传承与创新平台架构：
The Structure of the Guangdong Music Inheritance and Innovation Platform
1、广东音乐传承与创新平台
Guangdong Music Inheritance and Innovation Platform
1.1、广东音乐传承子平台
Sub-platform of Guangdong Music Inheritance
1.1.1、广东音乐推广传播研究
Research of Guangdong Music Promotion and Communication
1.1.2、广东音乐国际传播展演交流
Communication of Guangdong Music International Exhibition
1.1.3、广东音乐审美教育研究
Research of Guangdong Music Aesthetic Education
1.2、广台东音乐传承子平台
Sub-platform of Guangdong Music Inheritance
1.2.1、广东民歌创新传播研究
Research of Guangdong Folk Song Innovation and Communication
1.2.2、广东民乐创新传播研究
Research of Guangdong Folk Music Innovation and Communication
1.2.3、广东音乐推广传播研究
Research of Guangdong Music Promotion and Communication
音乐传承与创新平台研究成果
Research Results of Music Inheritance and Innovation Platform
1、岭南客家山歌音乐资源的传承与发展研究，李美群，广东省哲学社会科学十三五规划学科共建项目，2016.12
Research of Hakka Folk Song Resource’s Inheritance and Development in Lingnan Area, Li Meiqun, the Thirteenth Five-year Plan Discipline Co-constructed Project of Guangdong Philosophy and Social Science
2、岭南民间音乐高校传承的教学改革研究，方晓青，广东省级教改项目
Research of folk music college inheritance’s teaching revolution in Lingnan area, Fang Xiaoqing, Guangdong Provincial-level Teaching Revolution Project
3、基于广州市大众音乐文化消费现状的音乐产业发展路径研究，叶妮，广州市社科联
Research of the music industry development method based on Guangzhou popular music consumption, Ye Ni, Guangzhou Federation of Humanities and Social Sciences Circles
4、广东省音乐类非物质文化遗产在高校的保护与传承的实践研究，胡远慧，广州市哲学社会科学“十三五”规划课题，2016
Practice study of protection and inheritance on Guangdong college music intangible cultural heritage in Guangdong, Hu Yuanhui, the Thirteenth Five-year Plan Planned Project of Guangzhou Philosophy and Social Science
5、城市形象视角下广州建设音乐之城的可行性研究，朱虹，广州市哲学社会科学“十三五”规划课题，2016
Feasible study of Guangdong’s building music city under the perspective of city image, Zhu Hong, the Thirteenth Five-year Plan Planned Project of Guangzhou Philosophy and Social Science
6、音乐文化艺术的应用与传播，李美群，横向课题
The application and communication of music cultural art. Li Meiqun, latitude project
7、音乐文化产品的推广，佟羽佳，横向课题
Musical culture product promotion, Tong Yujia, latitude project
成果名称title
主创人员conductor
立项部门initiation department
立项/结题时间initiation/finished time
期刊名称journal
发表时间published time
发表部门（期刊/出版社）published department (journal/publisher)
1、守望民族音乐的“根”与“魂”，李美群，音乐创作，2016.6
The “root” and “soul” to guard folk music, Li Meiqun, musical works, 2016.06
2、潮州歌册摭谈，李美群，音乐创作，2016.08
Brief introduction to Chaozhougece, Li Meiqun, Musical Works, 2016.08
3、民间音乐在高校教育中的传承，方晓青，音乐创作，2016.09
Folk music’s inheritance in high school education, Fang Xiaoqing, Musical Works, 2016.08
4、广州城市音乐文化研究，胡远慧，音乐创作2015.06
Research of Guangzhou City Music Culture, Hu Yuanhui, Musical Works, 2015.06
5、新媒体视域下中国传统音乐文化的多元化发展，石娟娟，新闻战线2015.09
Chinese traditional music culture’s diversified development under the perspective of new media,Shi Juanjuan, News Front, 2015.09
6、用旋律表达信仰：音乐在宗教中的作用，佟羽佳，中国宗教2015.12
Expressing faith with melody: The Music’s Role on Religion, Tong Yujia, China Religion, 2015.12
7、客家山歌与交响乐的融合带来的新启示，李美群，音乐创作2015.10
New Inspiration Brought by the Mixture of Hakka Folk Song and Symphony, Li Meiqun, MusicalWorks,2015.10
8、清净之音：佛教音乐漫谈，李美群，胡远慧，中国宗教2016.11
Peaceful music: Ramble of Buddhist Music, Li Meiqun, Hu Yuanhui, China Religion, 2016.11
9、广东音乐<月圆曲>解意，曹佳望，郑颜文，音乐创作，预发表
Explanation of Guangdong Music the Round Moon, Cao Jiawang, Zheng Yanwen, Musical Works(prepublication)
10、浅谈民族声乐作品演唱中的传情达意，郑颜文，史歌，音乐创作，预发表
A brief study on Emotion Expression in Performance of National Vocal Music Work, Zheng Yanwen,Shi Ge, Musical Works (Prepublication)
11、广东音乐鸟惊喧的演唱和意向分析，曹佳望，广东音乐论文集，广东人民出版社，预出版
Study on the Performance and Intention of Cantonese Music “Bird Tweeting Frightenedly”, CaoJiawang, Collected Essays of Cantonese Music, Guangdong People’s Publishing House(Prepublication)
12、用音乐诠释思辨精神和文化态度，曹佳望，广东音乐论文集，广东人民出版社，预出版
Demonstration of Critical Thinking and Cultural Attitude via Music, Cao Jiawang, Collected Essaysof Cantonese Music, Guangdong People’s Publishing House (Prepublication)
1、经典广东民歌合唱曲集，郑颜文，冯逸章，李乐，彭木木。杜文岚，人民音乐出版社，2018.05
Work:Medley of Classic Cantonese Folk Music
Author: Zheng Yanwen, Feng Yizhang, Li Le, Peng Mumu, Du Wenlan
Publisher: People’s Music Publishing House
Date of Publication: 2018 May
2、广东客家山歌，李美群，胡远慧，广东高等教育出版社出版，2017.08
Work:Cantonese Hakka Culture Music
Author: Li Meiqun, Hu Yuanhui
Publisher: Guangdong Higher Education Press
Date of Publication: 2017 August
3、经典广东民歌展示，冯逸章，全国音乐学院音乐教育系主任论坛柯达依教学成果展示公开课，2015.11
Performance: Classic Cantonese Folk Music Show
Performer: Feng Yizhang
Occasion: Teaching Achievements Open Courses by Using Kodály Method in Director of Music Department of National Conservatory of Music Forum
Date: 2015 November
4、佟羽佳和她的学生们，佟羽佳，华南农业大学艺术学院举行，2016.04
Performance: Tong Yujia and her students
Performer: Tong Yujia
Location: College of Art, South China Agricultural University
Date: 2016 April
5、中国钢琴作品专场音乐会，朱，英国诺丁汉大学音乐厅举行，2016.02
Performance: Chinese Piano Art Recital
Performer: Zhu
Location: Recital Hall in University of Nottingham
Date: 2016 February
Innovative Designing Platform for Ecological Home Furnishing
Houses are important for human beings to rest in. Ecological home furnishing design follows the ideal of sustainable development and minimizes the negative effect on the environment and users by furnishing in its whole life cycle. Ecological home design emphasizes on the harmony and unification between human and nature.
This platform serves ecological home furnishing design. It helps solve the environmental pollutions caused in designing, producing, developing and using, and carries researches and provides service on problems such as energy consumption and user experience.
Research fields: Ecological Furniture Based on Sustainable Development, Ecological Home Space, Ecological Home Textiles, Soft Decoration Design.
Key word: moderate design, original ecology, mankind-oriented, full life cycle
Characteristic: modern and new Chinese contracted style
minimalism, fashion, Chinese style, modern aesthetic, modern craftsmanship
Projects cooperated with entrepreneurs:
We designed and developed the Saikwan living room. We cooperated with Foshan wooden-art limited company. In October, 2015, we complied the Planning of Modern Home Furnishing Industrial Park in Zhengding, Hebei Province and the Conceptual Planning of Home Industrial Park in Chahe, Anhui Province During 2013-2015, we designed and developed home furnishing products for more than 20 companies including the KINGSDOWN in America, the Luyi rosewood furniture company in Fujian Province, the Pak furniture limited company in Foshan, the Hamasi international company in Zhejiang Province, the Yitelai home furniture company in Guangzhou, the Taixing furniture company in Zhongshan and Pingexuan in Guangzhou.
Visual Aesthetic Innovation Center
The center of visual communication and life aesthetics innovation is called as Visual Aesthetic Innovation Center for short. Based on the professional structure of visual communication design, it aims to innovate life style. It is committed to “visual communication, life aesthetic”.
Visual communication
Focusing on the basic studies of visual language, such as picture, illustration, photography, color and energy creating visual language. It broadens visual communication’s dimensions under the ideal of “everything is a medium and everyone is communicable.”
Innovation fields: Brand Design, Logo Design, Product Package, Visual Space, Cultural Construction, Media Promotion
Life Aesthetics
With researches on clothing, food and transportation, it explores the human life structure. Life aesthetic has three domains: natural aesthetic, aesthetic of humanities and aesthetics of living. The natural aesthetic includes bonsai, ikebana and plant landscape; The aesthetic of humanities focuses on poem, music, calligraphy and painting, and human space; The aesthetics of living takes tea as its medium and studies space, furniture, object, eating and life style.
Innovation fields: Space Design, Visual Landscape, Elegant-Meeting Design, Furniture and Vessel, Flower Arrangement of Plant, Aesthetic Education
Honors and awards
Top Ten Designers in Guangzhou (graphic/brand)
Silver award in the 11th National Arts Exhibition and the 1st Arts and Creation Awards in China
Copper award in International Creative Chinese Element Contest
Silver award in the Four Elegance of Gentleman Space Design Contest
The Collaborative Innovation Center of Cultural Innovative Design
Introduction to center
This center focuses on the inheritance and development of the national culture, and innovative entrepreneur and economy. It aims at improving cultural consciousness and confidence by “combining creation and technical innovation” and “promoting creative design by technology”. The center endeavors at innovative application with the combination of inheritance and innovation of culture and technology. The center cultivates design talents with profound Chinese culture and consciousness. It aims to accomplish design-oriented transformation and upgrade of the industry under sustainable development and to be an influential cultural creativity and design service center.
Teachers Introduction
We carry out University-enterprise Double Tutor system. Teachers have backgrounds of humanities, engineer and designing. CEO of famous design companies, design directors, and director of operations can be invited to the university, covering brand planers, product designers, engineering technicians, Chinese culture professors and inheritors of intangible cultural heritages.
Abilities of students
Students must develop two “systemic abilities”: “the ability of innovative thought and integrated knowledge”, and “innovative design and commercial plan with market prospect”. That is how we make students here are no longer the passive knowledge receptors but the active leaders.
Characteristics of students
Based on multidisciplinary of humanism of China, society, science and technology and design, we aim at cultivating students who have deep understanding on the essence of traditional culture, emphasize social life researches and cooperation, and are good at thinking and solving questions. They can inherent and innovate with new methods, combine cultural, technological, design and commercial thoughts together. They have outstanding performance in designing, researching and developing (which are required by projects of research and development), as well as commercial operating. They are committed to the whole interests of environment and human society. They are the industry’s future leaders with profound Chinese culture, top design ability, outstanding management and passion.
The goal of the center:
Based on Guangdong province, the center serves relevant cultural creativity industries, traditional industrial transformation and upgrade, intangible cultural heritages inheritance and museums within China. It has accomplished many design projects for enterprises and public institutions. Scientific projects are introduced into teaching, and varieties of contests are held. Projects can be approved with patents, papers, rewards and achievement transformation so as to reach the multiple targets of scientific research construction and talent cultivation.
The Service Center for Rural Development and Construction
Introduction:
The center serves the agriculture, countryside and farmers with the comprehensive advantages of SCAU. Under the demand of the new socialist countryside construction, the center aims at making environmental innovation a part of rural construction and focuses on international advanced achievement in agriculture. As the platform of industry-university of the College of Art, the center has established a research and service team combining environment design, visual communication with product design. It serves many fields of rural constructions in Guangdong province based on practical bases under the guidance of new countryside development research institute.
Main direction of service, research and development
Combining rural environment with spiritual civilization construction, the center explores the coordinated and innovative way of industry-university cooperation, so as to strongly support the construction of new socialist countryside in Guangdong province.
Achievements
1)Projects
During 2013-2017, the Market Plan and Design of Products of Tertiary Industry Fusion in Chenpi, Xinhui with the area of 100 thousand square meters and its investment reached 450 million RMB.
In 2015, the Cultural Tourism Planning and Design of Huangzu village in Gujing with the area of 200 mu (about 133,332 square meters) and its investment reached 60 million RMB
In 2015, the Forest Spa Resort of Nanxiang Town in Guangxi Province extends to an area of 800 mu (about 426,662,400 square meters) and its investment reached 150 million RMB
In 2014, the Planning and Design of Hot Spring Resort in Yangshan, Qingyuan, Guangdong Province
In 2017, we participated the design contest of Special Architectural Elements of Lingnan, Gunagdong Province.
In 2017, Public Welfare Project of Beautiful Countryside Construction--the (improving) Planning and Design of Villages in South Canton
2)We apply the Experts Service Station for Industries in Chenpi authorized by the Ministry of Education and the Ministry of Science and Technology.
3)scientific research projects:
In 2016, Study and Application of Chenpi Model that the Environmental Design based on Agricultural products Design, Leisure Agriculture and Special Cultural Tourism, one scientific and technological project by Guangdong Province.
In 2017, the humanities and social sciences project The Space Design and Study of Integration of Special Restaurants in Jiangmen.
4)papers:
Social Consideration of the Application of Rural Material in Sustainable Developmental Architecture Design published in Art & Design in 2015
The Innovative Design of the Zero Starting Mode of the Agricultural Product Market: Chenpi Village as an Example published in Art & Design in 2017
“Slow Design-- Local Practices of And Insights into the Sustainable Designs” published by Jinan University Press
The Promotion and Exhibition Center of the Fashion of Xiang-Yun-Sha
National Arts Fund
The Promotion and Exhibition Center of the Fashion of Xiang-Yun-Sha
Xiang-Yun-Sha is weaved through natural handcraft dyeing technique. It is called the soft gold in the textile fabric because of its hard character, healthy quality, smell-removing and easy to dry abilities, and elegant temperament. However, its application on costume are limited for its single and dark color, and expensive price.
Taking both the advantages and disadvantages of Xiang-Yun-Sha, the research group has actively carried out industry-university cooperation and has created more than 300 works, demonstrating themes of length of time, water sound steps, elegant chromatic color, new play of ancient, sunshine and break into butterflies. The group adapted such design theories as “intangible cultural heritage plus fashion”, “intangible cultural heritage plus intangible cultural heritage” and “intangible cultural heritage plus culture” boldly. The theory “intangible cultural heritage plus fashion” uses the newest popular elements to make Xiang-Yun-Sha look fashion; the theory “intangible cultural heritage plus intangible cultural heritage” combinesXiang-Yun-Sha with Chaozhou embroidery, Miao embroidery, batik and canton embroidery and attaches the idea of modern new city life to it. The theory “intangible cultural heritage plus culture” focuses on the connotation, characteristic, essence and formulation of culture.
These works have been selected in the “2017 communicate promotion assistant project of the national arts fund” and be smoothly exhibited with the help of the government, school and entrepreneurs, thank you very much!
This exhibition has three parts including the history ofXiang-Yun-Sha, the material and the fashionable creation. They focus on fashion and innovation and break the traditional model that audiences can appreciate only. The exhibition aims at expandingXiang-Yun-Sha’s cultural influences and making it well known and loved by people home and abroad. Furthermore, the exhibition aims to introducingXiang-Yun-Sha to the world and making it as costume material standing for China.
6、岭南印象，林翰，曹佳望，中山大学民乐专场演出，2015.05
Performance: Lingnan Impression
Performer: Lin Han, Cao Jiawang
Location: Sun Yat-sen University (Special Event for Folk Music)
Date: 2015 May
7、衷情歌唱——吴倩倩、洪振翔独唱、重唱演奏会，吴倩倩，在星海音乐厅举行，2016.06
Performance: Singing Heart and Soul-Solo and Duet Concert of Wu Qianqian and Hong Zhenxiang
Performer: Wu Qianqian
Location: Xinghai Concert Hall
Date: 2016 June
8、弦趣——曹佳望胡琴音乐沙龙，曹佳望，星海音乐学院岭南音乐文化展览馆举行，2015.06
Performance: Fun with Strings Instruments-Huqin Music Salon of Cao Jiawang
Performer: Cao Jiawang
Location: Lingnan Music and Culture Exhibition Hall
Date: 2015 June
9、超越时空的纽带·阿拉伯音乐大师，曹佳望，浙江美术馆实验剧场举行，2015.09
Performance: Transcendent Connection: Arabic Music Master
Performer: Cao Jiawang
Location: Zhejiang Art Museum
Date: 2015 September
10、中国弦乐之比较——以二胡、小提琴为例，曹佳望，广州市文化馆举行，2017.10
Performance: Comparison on Chinese Strings Instruments-A Case study of Erhu and Violin.
Performer: Cao Jiawang
Location: Guangzhou Cultural and Art Center
Date: 2017 October
