Research On The Design Of Retail Space For Jiaxing’s Non-heritage Cultural And Creative Products In The Context Of Generation Z

As one of the regions with the largest number of intangible cultural heritages in Zhejiang,Jiaxing’s regional conservation and inheritance has been the focus of attention and research in various disciplinary fields.The continuous influence of the current consumer culture on the heritage of intangible cultural heritage,the new development model has changed the traditional,stable development of intangible cultural heritage survival.At the same time,Generation Z with cultural self-confidence and diversified cultural consumption has contributed to the flourishing of local cultural and creative industries,and their unique self-expression has become an excellent carrier for intangible heritage culture to present national cultural values.The research focuses on how to carry out horizontal and vertical inheritance and innovation of Jiaxing intangible heritage culture,and how to bring such culture into the lifestyle of young people,and how to realize the important transformation of "living" dissemination of Jiaxing intangible heritage culture.The research starts from the perspective of cultural re-creation,and on the basis of sorting out the characteristics of Jiaxing’s non-heritage cultural symbols and the current situation of related cultural and creative product spaces,the visual symbols of non-heritage patterns are reinvented as carriers,and the common characteristics and symbolic meanings of the six non-heritage cultural patterns are studied.On this basis,through the study of domestic and foreign literature,research on Jiaxing local non-heritage culture and relevant case studies,the new model of retail business,space creation and the theory of Generation Z are discussed and researched,and a new model of space pattern between product-people-space is constructed.In order to stimulate the cultural identity of local residents and the general public,the new spatial model of product-people-space is constructed to realize the value transformation of Jiaxing’s non-heritage traditional culture.Secondly,we use the theme scenario creation method to show the emotional feelings behind Jiaxing’s non-heritage cultural forms through spatial forms,lighting methods,color expressions,material expressions,etc.,aiming to create an aesthetic concept and cultural dissemination method that meets the Z generation.Digital technology is used as the link of inheritance in the new era,which is integrated with the cultural connotation of Jiaxing intangible cultural heritage,bringing a new trend of spiritualization and modernization to the dynamic communication of Jiaxing intangible cultural heritage.Finally,the study is further enriched and improved by integrating the consumption characteristics and aesthetic needs of Generation Z into the commercial retail space design practice of Jiaxing intangible cultural heritage.The current academic research on Jiaxing non-heritage culture mainly focuses on the cultural value of Jiaxing non-heritage culture,craft heritage,video data collection and other fields,and there are few applications on the design of Jiaxing non-heritage culture space.The project explores the design application of Jiaxing non-heritage culture and cultural and creative retail space from the perspective of the consumption characteristics of Generation Z.On the one hand,it can be based on the specific performance of Jiaxing’s cultural implication in commercial retail space;on the other hand,it can broaden the innovative development of Jiaxing non-heritage culture applicability and enrich the related theoretical content.