Hayao Miyazaki's Oscar-winning new film " What kind of life do you want to live " has been released in China for one week. It has already received nearly 600 million in box office and is very popular.
followed closely, and the "Studio Ghibli Story" immersive art exhibition landed in Shanghai for the first time in the world. Here, the audience can continue to watch undisclosed stills from the film, and pass through the wow wow wow ring curtain wall, new movie elevator, light and shadow tunnel and other scenes Feel the fun behind this new production. In addition, Studio Ghibli's animation creation history over the past 40 years, including Hayao Miyazaki's works, is also fully presented.
As early as January this year, Alibaba Pictures, Damai and Studio Ghibli reached a future-oriented strategic cooperation in animation film cooperation, immersive exhibition development and other fields. They decided to use Damai’s long-term layout in the field of live entertainment as the basis. Relying on Ghibli's classic animation works as the core, through the integration of technology and art, the film-acting linkage presents the world of Hayao Miyazaki's animation in an all-round way.
The world's first immersive art exhibition "Studio Ghibli Story" was launched based on this background. The exhibition is authorized by Studio Ghibli and co-organized by Damai's exhibition production brand Art Exhibition Hongtu and the copyright importer Co., Ltd.
's hot new movie is called Hayao Miyazaki's life movie, and the character prototypes are the "Iron Triangle" of veteran members from Studio Ghibli - Hayao Miyazaki, Isao Takahata and Toshio Suzuki. This exhibition, in addition to the works of Hayao Miyazaki that the audience is familiar with, also shows the works of many creators of Studio Ghibli, including Isao Takahata. With Toshio Suzuki as the general conductor and controlling the overall style of the exhibition, Ghibli's "Iron Triangle" once again gathered together in a new form.
"Miyazaki Hayao's works have already gained a certain degree of popularity in China. Audiences can encounter their favorite works again in the exhibition. At the same time, this will also give everyone a more comprehensive understanding of Studio Ghibli's works. More outstanding works, maybe after visiting the exhibition, you will gain new discoveries and love." Daisuke Nishi, Studio Ghibli's executive director, director of production operations and director of general affairs, introduced the original intention of coming to China to curate the exhibition.
For the first exhibition in China, Toshio Suzuki specially used calligraphy to inscribe the theme of the exhibition. Daisuke Nishi revealed to reporters that this was Grandpa Suzuki’s habit all along. "I have worked at Studio Ghibli for 25 years. In my memory, Mr. Suzuki has always been passionate about calligraphy. When he usually held work meetings, he would take notes in calligraphy. Over time, the staff around him became His handwriting can be recognized at a glance. "
In addition, more Chinese elements are also cleverly integrated into the exhibition. For example, the lights with the word "Shanghai" on the Totoro bus in the exhibition hall symbolize the destination of the trip. Outside the exhibition hall, the world's largest 6-meter-tall chinchilla is holding a Chinese-style oil-paper umbrella, which is quite like doing as the Romans do.
"Shanghai belongs to East China, and the oil-paper umbrella representing Jiangnan culture can better reflect the regional characteristics of this exhibition. Therefore, we finally decided to focus on Ghibli's classic My Neighbor Totoro image, and use the Jiangnan oil-paper umbrella as the interaction, as The fusion of Chinese and Japanese cultural elements." Yu Shuitao, the manager of Damai Art Exhibition Hongtu Brand, introduced the ingenuity of this special design.
“Ghibli animation culture has a good audience base in Shanghai. In addition, we have to plan a large-scale exhibition of this scale in a relatively limited time. Taking into account various conditions such as the venue, we set the first stop in Shanghai. This is also the exhibition with the largest investment scale that Damai has ever participated in," Damai President He Mi told reporters.
A set of numbers can make the audience more intuitively feel the "large scale" of the exhibition - the entire exhibition includes 3 main venues and 24 exhibition areas, with a total area of 2,800 square meters. In order to achieve an "immersive" experience, the project used a total of 52 digital projection equipment, physical landscaping and digital light and shadow technology. The total project lasted 122 days.
It is reported that this is also the first time Studio Ghibli has developed and attempted an immersive exhibition.
In the past, most of the exhibitions held by Studio Ghibli used traditional static display methods, or they used Ghibli Park to display some large-scale installations.The use of digital technology to create an immersive experience is also a "hit it off" between China and Japan after fully referring to the rich variety of domestic exhibitions.
In addition to technical breakthroughs, "short time and heavy tasks" is also a major challenge for this exhibition. In order to coincide with the release of the movie, the exhibition was launched three months earlier than the originally planned summer release. The difficulty of coordinating all parties within a limited construction period to ensure that quality does not shrink is self-evident.
"Many works in the exhibition are supplemented by text introductions. These texts are versions that have been revised and revised many times by the Japanese side, down to the usage of each word." Yu Shuitao shared many details of excellence in the curation process.
After entering the main hall on the second floor, the audience has to pass through a passage to enter the immersive world of light and shadow. On both sides of the passage, there are about 600 original Japanese books placed in an orderly manner. These were flown in batches from Japan by Studio Ghibli in order to restore the most authentic corner of the studio.
And when the audience took the elevator to the third-floor movie "What kind of life do you want to live" exhibition area, they looked up and saw the bala bala in the film floating in the air. The afternoon sun shines down, making it dreamlike and full of artistic conception.
During the entire exhibition construction period, Japan sent a team of more than 10 craftsmen to Shanghai to polish and distress the scene props in stages.
"This is the first time that Art Exhibition Hongtu has cooperated with a world-renowned IP to make an international attempt. The introduction of overseas copyrights is also a development direction that the label will consider in the future. Of course, we also hope to have the opportunity to export China's original IP overseas. The Youth Art Fair is an original exhibition project that we are continuing to incubate,” said He Mi.
Art Exhibition Hongtu is a content brand founded on the Damai platform. Based on previous data insights, more than 60% of exhibition users on the Damai platform are female, and users in first- and second-tier cities visit exhibitions very frequently, with an average of 3-5 times per year. In terms of content, people are paying more attention to immersive exhibitions that integrate technology and art, as well as IP exhibitions and themed exhibitions.
Based on this insight, "Art Exhibition Hongtu" has also made corresponding plans. On the user side, we focus on planning exhibitions that young people prefer and are more willing to go in and experience, providing them with a richer social scene and feeling nourished by art. On the supply side, it provides display and growth soil for young art creators who have just entered their careers.
In November last year, the first self-produced project of the Art Exhibition Hongtu label, the Academy of Fine Arts Youth Art Fair, landed in Shanghai. During the 18-day exhibition period, more than 400 works of art by more than 100 art academy graduates and young artists from the top ten domestic art academies and multiple overseas art academies were displayed.
In April this year, the second phase of the "Youth Art Fair", a self-made IP, entered Hangzhou and chose Tianmuli, a gathering place for young people, to hold a five-day trend-themed exhibition - "Updraft".
In addition to mature artists, the exhibition has newly collected the works of more than 70 young artists, adding sculptures, art derivatives and other richer types of artworks.
Different from the first stop in Shanghai, this Youth Art Fair has also set up many "fan-favoring links": such as providing aromatherapy souvenirs to the audience, and inviting photographers to provide check-in and photo services for the audience on site, and accompany the audience during the walk. The exhibition provides full emotional value to the audience.
What is even more worth mentioning is that young artists have indeed gained new art job opportunities through the Hongtu Art Exhibition platform.
This year is the 90th anniversary of Donald Duck. Disney has opened the Donald Duck IP license to the Toy Heart Expo (Beijing International Collectible Toy and Art Creativity Exhibition) for artists to create secondary works. If the works created by artists invited by the organizers of Toy Heart Expo to participate in the event pass Disney's review, they will be developed and sold by Disney's designated licensees for card products, and will also have the opportunity to co-brand with global luxury brands.
4 artists signed by Art Exhibition Hongtu label received invitations from Disney and Toy Heart Expo artist theme card activities because they participated in the "Academy of Fine Arts Youth Art Expo".
"By continuing to operate and promote the 'Youth Art Fair' IP, we hope that, on the one hand, the artistic works of young artists can be seen and loved by the public; on the other hand, through this platform, their commercial value It can also be fully explored and cultivated," He Mi said.
