项目名称 Project Name：土地·乐明：源美术馆三年实践暨开馆展形象设计 Land Le Ming: the Opening Exibtion of Yuan Museum
客户 Client：源美术馆 Yuan Museum
创意总监 Creative Director：万千个 Wan Qiange
艺术指导 Art Director：樊林 Fan Lin 郭图图 Guo Tutu
设计师 Designer：万千个 Wan Qiange 赵悦 Zhao Yue
插图 Illustration：李海杰 Li Haijie
文案 Copywriter：郭图图 Guo Tutu
On December 15, Leming Village, a small village far away from Guangzhou city center, witnessed the opening exhibition of China’s first rural art museum. Artists have an optimistic expectation of Leming Village and hopes to “revitalize the countryside with art”, which is why the Yuan Museum was established. “Yuan”, means the origin of a spring and is extended to the source. The museum was named as “Yuan Museum” because Leming village is located at the source of water, and it is expected to be the origin of rural art museum and respond to the calling of “wake up a village with art”. After three years of hard work by artists, the Yuan Museum was finally completed, having its opening exhibition in one old building and one new building.
Problem Statement and Project Solution
The revitalization of villages requires artistic motivation and the different functions and values of artistic creativity. Art is the catalyst for the construction of rural communities. Whether it is to build an art town or village, or simply to reutilize the existing resources of a village, the revitalization cannot be realized without artistic elements. Culture, art, creation are indispensable parts of new ideas that used to revitalize the countryside. Yuan Museum, located between mountains in Leming Village, Conghua District, Guangzhou city, is an living example.
创作过程 & 结果呈现
Creation Process & Result
Yuan Museum, located between mountains in Leming Village, Conghua District, Guangzhou city, surrounded by streams, rice fields and bamboo forests. The village is a water source protection zone specified by the government, yet facing serious problems of poverty and unbalanced population structure. With the support of the Guangdong Provincial Rural Women Development Foundation for many years, the women in the village are participating in ecological planting, operating community kitchens, processing ecological agricultural products, offering tour guide services in nature education, etc. These practices brought new ideas and vitality to the women in the village. Artists in Yuan Museum hope to explore the source of native nature, culture and art in an artistic way. After two difficult yet fruitful residency by artists, this project developed from a initial public welfare art platform to a continuously open rural art museum. The project team has plans for software and hardware, and constantly reflects on the setbacks and looks for the possible solutions and innovations. The team also invited villager representatives to discuss feasible local construction plans of the museum on villager assembly. On December 15, 2019, Leming Village finally witnessed the opening exhibition of China's first rural art museum.
如何理解项目与“人文湾区 ∙ 温暖的设计”这一主题的关联性？
How does the project reflect the exhibition theme "Cultural Bay Area • Humanistic Design"?
The revitalization of villages requires artistic motivation and the different functions and values of artistic creativity. Art is the catalyst for the construction of rural communities. Whether it is to build an art town or village, or simply to reutilize the existing resources of a village, the revitalization cannot be realized without artistic elements. Culture, art, creation are indispensable parts of new ideas that used to revitalize the countryside. Culture and art are the cornerstones and carriers for the creation of rural aesthetic environment and cultural spaces. Cultural and artistic carnivals can create “cultural consumption” to incubate rural cultural tourism industries. Art and cultural industries support the marketing of local brands for rural revitalization.