With the rise of cultural and creative industries and the vigorous development of cultural and creative undertakings, the demand for cultural and creative products in museums has been effectively stimulated. Cultural and creative products can not only promote the cultural connotation of museums, but also make them obtain commercial returns. The cooperation between Trojan design and Zhejiang Natural Museum began with the exhibition "feast". We chose to take "bird sound" as the starting point of the design concept, narrow the distance between people and birds and nature through the power of "nature" and "sensibility", and use poetic expression to awaken people's most sensitive nerves, so as to further extend and establish the concept of sustainable development.

intangible into tangible

Zhejiang Natural History Museum commissioned Trojan Wenchuang to design a set of derivatives for the Bird Sound Exhibition, hoping to use the vigorous development of the cultural and creative industry in China to create a set of unique cultural and creative products, and strive to condense the core content of the exhibition into cultural and creative products., And counteract on the exhibition itself, in order to achieve the echo and resonance of the exhibits and products. However, we encountered a huge challenge in the design process of cultural and creative products of Zhejiang Natural History Museum, that is, the core display of the bird sound exhibition-sound. Sound is both invisible and colorless. We need to transform this object, which only exists in the auditory sense category, into a visual product. Looking at the world, there seems to be no similar precedent product. Trojan horse Wen Chuang can only develop a brand-new design route to realize the concrete bird sound.

A large number of bird song materials collected from the early morning Daxinganling, the tropical rain forest under the night, the lanyu island hanging overseas, and the Ya'an Valley in the depths of the mountains are indeed a precious asset. Designers carefully selected from the material can be played, in-depth perception and interpretation. But how to transform invisible sound into tangible products, whether in content or in expression, is really a huge challenge. The design team sorted out the design ideas through brainstorming and other forms. Finally, we believe that the purpose of the bird sound exhibition is to lead the audience to appreciate and explore the natural beauty sound, reveal the secrets behind the singing behavior to the public through the exhibition, and arouse the public's interest in natural science. At the same time, we found that different birds in different situations when a variety of sounds will be accompanied by different actions, and the mapping between action and sound prompted us to think of bypassing the limitations of the sound itself, through the direct performance of action to make people feel the way of the sense of sound.

So the designer with professional artistic accomplishment, the bird dance-like rich movements one by one record, and then artistic re-creation. The outline of the lines is carefully depicted with as round strokes as possible and constantly corrected. The gap is dotted with several roses, red and white, broken and dense. It not only reflects the mellow, smooth and delicate sound of birds, but also creates the artistic conception of bird sound with a deep understanding of the material. It is hoped that users can naturally reverberate the heavenly sound of birds in their minds while exploring why birds sing, and experience the hazy beauty of compromise between vision and hearing.

cultural infiltration

Living in a noisy city for a long time, the ears are filled with the noise of machines or the noise of people all day long. A variety of bird sounds will make people's tired body and mind return to nature and cleanse people's hearts. The designer hopes that the work will make people pay more attention to birds and nature, let them understand the environment in which birds live, and pay more attention to the protection of birds and nature. Designers have gone through a long period of discussion, negation, establishment, deliberation, overthrow, and re-establishment. During this period, they have been constantly thinking about such issues as the meaning of the bird sound exhibition, consumers' desire to buy, the style of the picture, the sales and application of cultural and creative products, the composition of the audience and the characteristics of the buying crowd. For example, once a new idea is produced, the designer will draw it down, and then discuss and revise it. We hope that the design works can fly into "ordinary people's homes" like swallows in spring, so we avoid only decorative product categories when selecting categories, and prefer to use daily products with high frequency, such as creative music box, bird sound box, sound card, bird sound doll, postcard exclusive to bird sound exhibition and paper products (including notebook, envelope, bookmark, etc.), because the creation time is approaching the Spring Festival, the team also added a red envelope and a very practical mobile phone holder design. Finally, it was screened from the perspectives of project time, production possibility, cost, dissemination, portability, and practicality. After review by Zhejiang Natural Museum, 6 products were determined, and then samples and production were made. The sales performance during the exhibition period was also quite gratifying and was highly praised by the audience.

Condensed memories

Every city has a piece of land with profound heritage. To excavate, expand and deepen the cultural and creative products is to condense the urban culture and art. Walking in the Zhejiang Museum of Nature, I quietly feel the vast amount of precious works and suck the milk of history. While enjoying the treasures given to us by history, designers should also assume the responsibility of cultural infiltration, retain the moments of history, and reveal the secrets of each work. The work is the mouthpiece of the designer, allowing the precious collections that can be viewed from a distance but not played with to exist around the user in another way, triggering the inner resonance between the designer and the user, and forming the most concise memories of culture, art, and history.