New Cultural And Creative Product Design And Research On Beijing Hutong Culture

Beijing is criss-crossed with hutongs,interweaving the city thread of the ancient capital Beijing.During over 700 years’ development history,Beijing hutongs have gradually become mature and formed rich cultural connotations of Beijing hutongs.Beijing hutong culture includes not only lively and prosperous street and alley culture,but also rich residential culture,as well as distinctive folk culture and other cultures.During the development process of Beijing hutongs,some hutongs have created specialized tourism services,promoting the economic development of hutongs through commercial activities;some hutongs have opened hutong museums to the public,showing the traditional cultural connotations of hutongs through exhibitions.Based on this background,cultural and creative products of Beijing hutongs have emerged as the times require,and there are many cultural and creative product stores opened in Beijing hutongs.However,most cultural and creative products in cultural and creative product stores lack the exploration of Beijing hutong culture,and fail to reflect the features of Beijing hutong culture.At the same time,cultural and creative product stores also fail to fully understand users’ needs,resulting in insufficient innovation in cultural and creative products and affecting the development of cultural and creative products of Beijing hutongs.Aiming at the existing problems of cultural and creative products in Beijing hutongs,this article takes Shijia Hutong as an example to carry out design and research,which has the first Hutong Museum and Hutong Cultural and Creative Product Club in Beijing,as well as experience in the development of Intellectual Property(IP),with good research conditions.Through the research of Shijia Hutong,the design process of Shijia hutongs’ new cultural and creative products was divided into the following steps: first,the relevant cultural elements of Shijia Hutong were sorted and classified,using the analytic hierarchy process to compare them in pairs.Representative cultural elements of Shijia Hutong were obtained through sequencing by weight values.Cultural and creative product design elements were selected by analyzing representative cultural elements.At the same time,research on users’ needs was conducted to obtain the design content and key points of new cultural and creative products.Secondly,users’ emotional evaluations of Shijia Hutong were collected to select the most suitable pairs of emotional image words to describe Shijia Hutong and establish a semantic differential scale.Design cases of museums and related typical cultural and creative products were screened and semantic differential method was used to score the image values.The mapping model between emotional imagery and product features was constructed to obtain the emotional imagery and design features of Shijia Hutong’s new cultural and creative products.Finally,on the premise of meeting users’ needs,the representative cultural elements as well as cultural and creative product design features obtained will be applied to the new cultural and creative product design practice of Shijia Hutong culture.Based on the research results of the Shijia Hutong,the design process of new cultural and creative products of Beijing hutong culture is summarized,which was used for the design of cultural and creative products of Beijing hutongs to effectively solve problems such as lack of culture and innovation in cultural and creative products of Beijing hutongs.Not only the design and research content of Beijing Hutong cultural and creative products has been improved,but also new ideas for future research on Hutong cultural and creative product design are provided,promoting the development of Beijing Hutong cultural and creative products.