Brief description

online – social media (short video & posts)

offline – exhibition & activities

Focusing on “real people, memories and life”, the project takes Nanjing’s attractions and intangible heritage culture as the starting point, and reflects the influence of Nanjing’s history, culture and intangible cultural heritage on the city’s life and the character of its citizens by linking them with the details of Nanjing’s life, while enriching the city’s image.

The project plans to tell the story of attractions, cultural heritage, urban culture and citizens’ life in eight representative combinations, such as the White Heron Island and the Jinling School of Guqin, the Fuzi Temple and the Qinhuai Lantern Festival, the former residence of Gan Xi and the Nanjing Velvet Flower, the Great Annunciation Temple and the Jinling Scripture Carving Technique, the Nanjing Cloud Brocade Museum and the Nanjing Cloud Brocade, the Xuanwu Lake and the Salt Water Duck, the Qingliang Mountain and the Yuhua Stone, the Qinhuai River and the Nanjing rap drama, etc., to build a three-dimensional and comprehensive Nanjing The city image and regional culture.

Online part

post

Yuhua stones and Qingliang Mountain｜A heartfelt smile that has been waiting for billions of years

https://www.xiaohongshu.com/discovery/item/635227a0000000001700dc6e?app_platform=ios&app_version=7.64.1&share_from_user_hidden=true&type=normal&xhsshare=WeixinSession&appuid=5bfe46be51783a6b0d6ab4ed&apptime=1669234085

short videos

Offline part

Application for the exhibition “Impressions of Nanjing” in London

I. Overview of the exhibition
This project focuses on the transformation and recovery of Nanjing’s cultural and creative industries in the post-epidemic era. It focuses on the creation of Nanjing’s urban IP on the international stage, and is dedicated to solving the current dilemmas encountered by the cultural and creative industries, as well as enhancing the international influence of Nanjing’s urban culture, spreading Nanjing’s culture, giving more opportunities for Nanjing’s local intangible cultural heritage to be showcased, and promoting the development of cultural and creative industries.

The project is currently scheduled to participate in the Innovation Industry Festival results showcase. Therefore the China Division curatorial team is now seeking exhibits from non-hereditary bearers that fit the theme of this exhibition.

II. Exhibition organisation

1. Basic information
   WHEN.
   25 November (tentative), 14 December (confirmed)
   Venue.
   London, UK – Central Saint Martins, University of the Arts London
   Granary Building, 1 Granary Square, London N1C 4AA
2. Organised by
   Organiser: Central Saint Martins, University of the Arts London
   Organised by: Central Saint Martins, University of the Arts London, Department of Culture and Entrepreneurship

Central Saint Martins, University of the Arts London is one of the UK’s leading art and design schools (ranked 2nd in the world for art and design by the latest 2020 QS University Rankings) and is renowned for its top fashion capabilities and resources, with the annual graduate presentations becoming a focal point for international fashion brands and international media to spotlight and discover new design talent. The School is located in the heart of London, close to the headquarters of many international cultural and creative companies. The Department of Culture and Entrepreneurship has made an outstanding contribution to the world’s fashion and design industries by consistently providing outstanding creative and planning talent.

III. Theme of the exhibition
Focusing on “Real People, Memory and Life”, the exhibition will take Nanjing’s attractions and intangible heritage culture as its anchor point, reflecting the influence of Nanjing’s historical culture and intangible cultural heritage on the city’s life and the character of its citizens by linking them to the details of life with Nanjing’s characteristics, enriching the city’s image while promoting international cultural exchange and It will enrich Nanjing’s urban image, promote international cultural exchange and facilitate Nanjing’s intangible heritage brand to go beyond its borders.

IV. Exhibition content
The exhibition tells the story of Nanjing’s attractions, intangible heritage, urban culture and citizens’ lives through various narrative units, such as the White Heron Island and the Jinling School of Guqin, the Fuzi Temple and the Qinhuai Lantern Festival, the former residence of Gan Xi and the Nanjing Velvet Flower, the Great Guide Temple and the Jinling Scripture Carving Technique, the Nanjing Cloud Brocade Museum and the Nanjing Cloud Brocade, the Xuanwu Lake and the Salt Water Duck, the Qingliang Mountain and the Yuhua Stone, the Qinhuai River and the Nanjing White Bureau, etc., to build a three-dimensional and comprehensive image of Nanjing as a city and a region. Culture

V. Exhibition features

1. Overseas exhibitions, a rare opportunity to attract international attention
   Due to the epidemic, opportunities to participate in overseas offline exhibitions have been rare in recent years. This has to a certain extent prevented Chinese brands from ‘going global’. In this context, it is a rare opportunity for this project to hold an offline exhibition overseas.
2. Focus on life, export emotions and lead the industry trend
   Today’s cultural tourism products have changed from product-driven to emotion-driven. Young people nowadays do not spend money on cultural tourism blindly, traditional cultural tourism products are no longer able to attract them, but rather some niche, memorable, emotional and storytelling locations can stand out. This exhibition focuses on the fragments of life, focuses on the output of emotional value, leads the industry trend, and inputs new value to Nanjing’s attractions and non-foreign heritage.
3. Trendy forms, bridging the gap and promoting fashion breaking circles
   The main objective of this project is to enrich Nanjing’s urban image, especially to promote the recognition and understanding of Nanjing’s urban culture among the younger generation and internationally. Therefore, in terms of form, the project focuses on new media channels, new Chinese style, and in-depth combination with pop culture, so that Nanjing’s historical and cultural heritage has a window of exposure to break the circle, while relying on Central Saint Martins’ fashion resources to further spread.

VI. Exhibition approach
Based on the trend of the cultural tourism industry in the post-epidemic era, this exhibition adopts a combination of online + offline approach. While exhibits are exhibited offline, the live broadcast of the scene will also be broadcast to domestic and international audiences through the internet.

1. Online component.
   Pre-publicity
   ShakeYin short video – a huge market group and big data analysis recommendation technology, high-speed dissemination, expand the impact
   Xiaohongshu graphics – top flow platform for life culture and aesthetics, with a young user group and high income level and consumption willingness
   WeChat public number – large user base, self-contained traffic, easy to spread and highly interactive

Exhibition site
Jieyin Overseas Live Streaming – the exhibition site is open for global live webcasting at the same time

2. Offline section.
   Exhibits display – works are displayed on site and lectures are given in English and Chinese
   Interactive guidance – top international experts in cultural and creative non-foreign heritage will be on site and international audience will interact with each other

VII. Requirements for Collection
Exhibitors are required to provide
Introduction to the exhibited work (form attached below, 填写完成发送至x956042839@163.com)
Entities of exhibited works (in any form, must be based on the theme of intangible cultural heritage in Nanjing, art and design works are preferred)

Exhibitors will receive.
Guidance from experts in cultural and creative industries from top universities, indicating the direction of industrialisation and transformation
Opportunities to showcase and promote your work on top overseas fashion resource platforms
A full set of experience of the new model of cultural innovation industry in the post-epidemic era
Exhibition certificate issued by Central Saint Martins, University of the Arts London

VIII. Rules for Exhibitors

1. Mailing address of works
   801 Collingwood House, Dolphin Square, London, SW1V 3NG
2. Timeline
   Physical copies of exhibited works must be posted to the above address by 20 November
   The curatorial team can recommend an international courier service with a time limit of approximately 10 days.
   International shipping costs are the responsibility of the exhibitor (reference price $70/0.5kg)
3. Quantity
   Space is limited, so in principle, only up to 3 samples of each work should be provided
   (one set for display, the rest for backup)
4. Follow-up
   Please note that some exhibits cannot be returned after the exhibition (e.g. food, creative products, etc.)
   Exhibits will be returned around mid-February 2023 if special requests are made by the exhibitor (e.g. clothing, textiles, etc.)
   Valuable works are recommended to be exhibited in high resolution photos (e.g. collectibles, paintings, jewellery, ornaments, etc.)

IX. Contact details
Email: x956042839@163.com
Micro-signal: shannan_momo