| As a reflection of the wisdom and creativity of the people accumulated over a long period of time in the country’s history and civilization,intangible cultural heritage has been highly valued and supported by the national government for years in terms of its protection and heritage development.At the same time,the rapidly developing economy and the increasing consumer demand are prompting many traditional industries to transform and upgrade.Among them,museum creations are the result of a successful transformation of cultural elements transmitted by museums.Currently,more and more museums are no longer limited to simply copying cultural relics from their collections,but are innovating with a view to bringing better socio-economic benefits,mainly represented by the Shanghai Art Collection Museum.This study is based on the preservation and transmission of non-heritage culture,and the real design and planning of the leather bag brand "in·映 " for Shanghai Art Collection Museum.The design approach and development model is an innovation of the traditional leather goods brand and the museum’s creative brand,while effectively implementing the productive protection of the non-heritage culture.In the questions of "the necessity of combining intangible cultural and museum culture and creativity","the current development situation of leather products","Why choose leather design as the creative product development of Shanghai Art Collection Museum","how to accurately position the brand",and "how to design the brand".The paper also discusses "how to accurately position the brand" and "how to promote the brand in line with the current mainstream consumer market".The thesis firstly clarifies the characteristics and values of intangible cultural,supports the current development of museum cultural creation through various actual cases,and discusses the necessity of combining the two;secondly,it analyzes the relationship between Shanghai Art Collection Museum and intangible cultural,explains why leather goods are used as a carrier for creation,and positions the "in·映" brand through questionnaire research and interviews;secondly,it analyzes the innovative transformation of intangible cultural elements by comparison,and shows the product design process;finally,it studies the communication strategy of intangible cultural leather goods cultural creation brand based on the concept of Shanghai Art Collection Museum,and carries out targeted design.This paper takes the culture of non-foreign heritage as the design inspiration and integrates its cultural elements into fashion leather bags to create a leather bag brand that fits the concept of Shanghai Art Collection Museum.From the macro level,it actively responds to the long-standing national call for the heritage and development of non-heritage culture;from the micro perspective,it effectively improves the problems of homogenization,homogenization and low brand recognition of the museum’s cultural and creative products;it caters to the current consumer groups’ consumption aesthetics and value orientation towards fashion items,and enhances their trust and pride in the national brand. |
