TASA-BMW Intangible Cultural Heritage Protection and Innovation Center

Introduction

The Intangible Cultural Heritage Protection and Innovation Center is a cross-border innovation institution jointly established by Tsinghua (Qingdao) Academy of Arts and Science Innovation Research and BMW Brilliance Automobile Co., Ltd. Sustainable development is one of the cornerstones of modern enterprise strategy, and corporate social responsibility is an important part of sustainable development strategy. Since 2007, BMW Brilliance has visited and protected Chinese traditional culture through the “BMW Chinese Culture Tour” to promote the inheritance and development of intangible cultural heritage.

The Center is an important part of the research institute to build a platform for sustainable cultural development, and it is also an important exploration to improve the development model of intangible cultural heritage bases through the industry-university-research linkage mechanism. With the concept of creation and exhibition close to life, combining the fashion elements of traditional culture and modern design, presenting both aesthetic value and use value, the Center displays the innovative way of intangible cultural heritage inheritance to continue traditional national culture in current social life, so as to further enrich design expression, design thinking and research methods in the triple structure of technology, humanities and commerce, and tap more potential of sustainable development of intangible culture.

It combines the fashion elements of traditional culture with modern design, takes into account the presentation of aesthetic value and use value, and shows the innovation mode of inheritance of intangible cultural heritage in the current social life.
清华青岛艺术与科学创新研究院

Work

Since 2016, intangible inheritors have been annually selected in "BMW China Culture Journey" to enter the "Tsinghua BMW Innovation Center for ICH Safeguarding" for research and training, setting up a bridge of "Intangible Cultural Heritage (ICH) into Modern Life" and opening the prelude to the "Achievement Exhibition of Tsinghua BMW Innovation Center for ICH Safeguarding". In 2019, the Innovation Center was newly upgraded. AADTHU, BMW China Automotive Trading Ltd., BMW Brilliance Automotive Ltd. and TASA jointly organized and held the "2019 Training Class of Tsinghua BMW Innovation Center for ICH Safeguarding". Teachers were recruited in AADTHU to customize integrated special courses, work creation plans and achievement transformation plans for five inheritors in ways that further enhance the artistic vision and cultural and creative ability of the inheritors. In the future, TASA-BMW ICH Innovation Laboratory for Intangible Cultural Heritage will continue to shoulder the mission of cultural inheritance and industrial transformation, and further support the development of intangible cultural heritage protection and innovation in China with the cooperative attitude of openness and inclusiveness and sustainable development.

Achievement Exhibition

Achievement Exhibition of Tsinghua BMW Innovation Center for ICH Safeguarding

On September 15, 2020, " Achievement Exhibition of Tsinghua BMW Innovation Center for ICH Safeguarding " opened at Yingzhibao Theater in Beijing. The works were co-authored by Team of Associate Professor WANG Yue, Team of Associate Professor SHEN Wei, Team of Assistant Professor MO Zhi, Team of Associate Professor YUE Song, and Team of Associate Professor WANG Yinan of AADTHU, and 5 Hainan intangible cultural heritage inheritors.

We contemplate the present and recall the past with emotion to revitalize Hainan culture. This is a chance encounter with coconut scented sea breeze, and a perfect mix of traditional craft and modern technique. Traditional intangible cultural heritage (ICH) techniques from Hainan are combined with modern process design and popular aesthetic to form a freehand brushwork painting that integrates ancient and modern elements. 

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