Would you like to pay the bill for this edible "cultural tourism attraction"——
Wenchuang ice cream is popular in summer
Lynn
Hot summer is another day of the year when ice cream is selling well.
In addition to price and taste, people are now paying more and more attention to the cultural connotation and creativity of ice cream.
Among them, there is a special ice cream creative power that is emerging-Wenchuang ice cream, you are likely to have been attracted by their appearance, can't help but be curious and taste the taste.
Nowadays, various cultural and creative ice creams are "out of the circle", especially in Shanghai, a small ice cream is no longer just a heat relief artifact, but also a disseminator of cultural connotation and wonderful ideas.
Of course, good works of cultural and creative ice cream seem simple, but they test the skill of designers and cultural and creative people.
--editor
Shanghai’s attractions can be "eaten"
"Wukang Building can't help but want to make ice cream." Although this ice cream designed by "Maritime Cultural and Creative" and shaped like Wukang Building was scheduled to be unveiled at the end of July, the pictures of the plan that flowed out on the self-media platform have long been attracted. The eyes of many netizens have aroused heated discussions.
In addition to the Wukang Building ice cream, the Da Keding flavor ice cream launched by the Shanghai Museum, the "Flower Dream Round" ice cream to be launched at the Flower Expo, the ice cream designed based on the Yuyuan Huxin Pavilion and Nanshi Department Store, and the Oriental Pearl TV Tower Co-branded ice cream, ice cream made in the shape of the landmark Shanghai Tower, "Disney Friends" ice cream at Shanghai Disneyland, and "Smurfs" ice cream at the Smurfs theme park are all "hot" cultural and creative ice creams this summer.
A joke with the words of netizens: "These scenic spots in Shanghai can be'eaten'." However, it is not easy to make Wenchuang ice products look pleasing and refreshing. In the process of design and development, designers are needed. Give a lot of hard work and wisdom.
The more delicate the appearance of the ice product is, the more realistic the modeling effect will be, but relatively, the difficulty of production will become greater.
For designers, which details to keep, which details to ignore, or even which details to be artistically processed, is a question that needs to be carefully considered. At the same time, it also needs to be "productized" design to ensure that the final product is produced, transported, and stored. Keep it intact during other links.
"Da Ke Ding" ice cream is a cultural and creative product specially developed by the Shanghai Museum in order to cope with the "Prosperity and Autumn-Shanghai Museum Donated Bronze Ding Special Exhibition". It took nearly three months before and after.
After careful consideration and trial and error, the designer retained the wavy lines on the surface of the Dake Ding on the ice cream.
According to Feng Wei, the deputy director of the Shanghai Museum’s Cultural and Creative Center who participated in the design, “The design of such a three-dimensional ice cream requires 3D modeling, master model making, wax injection, box opening and production, etc., during which it must be constantly adjusted. Shape and practicality."
In addition to the unique shape design, the development team of "Da Ke Ding" ice cream has also worked hard on color and taste, striving to match the shape and creativity.
"We plan to make two flavors of'Da Ke Ding' ice cream. The first one is matcha flavor, because the matcha ice cream is turquoise, which is similar to the bronze Da Ke Ding ice cream. The second flavor is controversial. Someone suggested to make a golden ice cream in order to present the original bronze color-'Jijin', but after listening to many opinions, the design team chose the chocolate flavor, because this is the'taste of childhood' and it is easier to gain consumers' approval. ."
The hard work pays off. The two flavors of "Da Ke Ding" ice cream have been praised by all parties in terms of shape, creativity, presentation of cultural connotation, and taste.
Pan Yuyi, the representative of the descendants of the Pan family who donated Da Keding and Da Yuding, specially went to the Shanghai Museum to buy Da Keding ice cream, and sighed to Feng Wei: "I can't bear to eat it!"
Ice cream that may help you "off the order"
In fact, the popularity of Wenchuang ice cream did not start this summer.
Two years ago, the Palace Museum produced a "Forbidden City Ruiju" ice cream, which was favored by tourists; during the "May 1st" period this year, Sanxingdui produced the "Bronze Mask" ice cream, which was sold out by tourists; the ancient city of Xi'an took advantage of the opportunity to launch the "Bronze Mask" ice cream. "Taste of City Wall" ice cream, "Snow Royal Concubine" ice cream, and "Datang Yulin Jun" ice cream played the crossover card; Wuhan Yellow Crane Tower Park launched the "Xianqi" ice cream in the shape of a reduced version of the Yellow Crane Tower; Hangzhou West Lake focuses on folk Legend has it that the "Chinese Valentine's Day Celebration" and "Broken Bridge Meeting" two ice creams targeted young lovers; the "Guo Chaofeng" ice cream from the Shenyang Palace Museum, the "Lotus" ice cream in Yuanmingyuan, and the "Strawberry Nine Layers" in Mogao Grottoes. "Lou", "Chocolate Grottoes Exterior" and "Cream Crescent Spring" have also extracted elements of scenic spots, which are sought after by tourists.
The development momentum and market demand of cultural and creative ice cream in various places have provided young designers with new career opportunities.
Behind these cultural and creative ice creams, in addition to slow work and meticulous research and development, production, and debugging, the initial plan design requires the designer to quickly focus on the theme.
Designer Zheng Aonan started designing cultural and creative ice cream from 2019.
In just two years, he has designed three to four hundred cultural and creative ice creams, and 42 of them were designed in two weeks when the demand was strongest.
According to his experience, in order to make cultural and creative ice cream a hot item, in addition to artistic "restoration", it must also have a strong "net sense".
Taking the "social ice cream" he created for West Lake as an example, he designed a set of two ice creams, namely Xu Xian and Bai Niangzi standing on the broken bridge. The two ice creams put together can make Xu Xian and Bai Niangzi "broken". Meet the bridge".
According to him, "The setting at the time was that if you were single to buy, you would need to find someone of the opposite sex to buy it together. It was also to create opportunities for young people who are now married late."
Yan Xu, another cultural and creative ice cream designer, created the Old Summer Palace cultural and creative ice cream with a small approach.
"Everyone thinks that the Old Summer Palace is the collapsed cultural relics. We feel that the design of ice cream in this image is disrespect for the cultural relics." After combing and interpreting the history of the Old Summer Palace, Yan Xu found that the lotus pond is quite story and representative. , So I designed an ice cream with lotus as the shape, and the "safe" design was also accepted by the market.
Willing to pay the bill again is success
Right now, more and more people are beginning to accept the special ice cream priced at 20 yuan in the scenic spot.
Ice cream is originally a commodity with a high frequency of consumption in scenic spots, and is even a "just-needed" for summer travel, while high-value cultural and creative ice cream can "self-propagate" through Internet channels such as Moments of Friends, thereby increasing the popularity and popularity of scenic spots.
Many designers who develop cultural and creative ice cream also hope that cultural and creative ice cream can change the homogeneity of cultural and creative products in scenic spots.
However, although business opportunities are already present, cultural and creative ice cream not only needs to work harder on cultural connotations, but also to continue to seek innovation.
A high-quality cultural and creative ice cream must be "different from scene to scene" on the basis of ensuring food safety, and it can also add some special creativity to interact with consumers.
Cultural travel consumption is usually a one-time consumption, but if a certain cultural and creative ice cream can make consumers willing to pay the bill again, it means that its design is successful. After all, the market is the best touchstone.