《牧牛頌》郵冊?方寸間展現(xiàn)世界文化遺產(chǎn)魅力

楊艷

在第四屆“重慶好禮”旅游商品（文創(chuàng)產(chǎn)品）大賽頒獎(jiǎng)典禮暨外事禮品命名授牌儀式上，由重慶大足石刻旅游集團(tuán)和中國郵政大足區(qū)分公司聯(lián)合開發(fā)的《牧牛頌》郵冊成功入選“重慶好禮”外事禮品。郵冊采用傳統(tǒng)的折頁形制，以“郵票+圖文”方式生動(dòng)再現(xiàn)大足石刻《牧牛圖》全龕組像，12幅田園牧歌的生活畫卷徐徐展開……

深挖石窟藝術(shù)文化價(jià)值和感染力

大足石刻是中國南方最大的石窟造像群，被譽(yù)為石窟藝術(shù)史上最后的豐碑，5萬余尊石窟造像演繹了石窟藝術(shù)于宋代步入晚期后的再度輝煌。作為世界文化遺產(chǎn)，大足石刻具有極高的歷史、藝術(shù)、科學(xué)價(jià)值。

其中，在寶頂大佛灣南崖西端，有一龕長達(dá)27米的巨幅組雕《牧牛圖》，共計(jì)12幅。畫面中山徑崎嶇、林泉幽靜，牧人或揮鞭馴牛、牽牛徐行，或并肩耳語、橫笛獨(dú)奏，或袒胸露懷、憨然憩睡，牛群或舔蹄飲水，或跪地而息。該圖以牛比心，以牧人借指修行者，通過牧人與牛的互動(dòng)，表現(xiàn)禪門修行的過程，具有深刻的哲理和藝術(shù)感染力。

《牧牛頌》郵冊就以此組石刻為切入點(diǎn)，通過實(shí)景照片結(jié)合繪制插畫的形式，詳細(xì)展現(xiàn)了各個(gè)生動(dòng)場景，具有獨(dú)特的收藏價(jià)值和文化價(jià)值。

“如何在一本小小的郵冊里，將大足石刻盡量豐富地展示，這是設(shè)計(jì)的關(guān)鍵?！薄赌僚ｍ灐粪]冊創(chuàng)作團(tuán)隊(duì)工作人員介紹：“我們在每一個(gè)插畫場景旁，精心配置了2002年發(fā)行的大足石刻郵票和牛年生肖郵票，以‘郵票+圖文的方式向大眾充分展現(xiàn)大足石刻的獨(dú)特魅力?！卑媸胶彤嫺褰?jīng)過反復(fù)調(diào)整修改，歷時(shí)6個(gè)月完成，發(fā)行后備受游客青睞。

文創(chuàng)IP助推文化遺產(chǎn)“活起來”

大足石刻文創(chuàng)團(tuán)隊(duì)植根于大足石刻深厚的文化底蘊(yùn)，除《牧牛頌》郵冊外，還以石刻為創(chuàng)作靈感，設(shè)計(jì)開發(fā)出便捷式香盒、香臺、書簽、耳飾、項(xiàng)鏈、掛飾等獨(dú)特的文創(chuàng)產(chǎn)品，并創(chuàng)立石刻文創(chuàng)品牌“天下大足”。

“天下大足”以有形的石刻文創(chuàng)產(chǎn)品為載體，傳播石刻造像呈現(xiàn)的藝術(shù)之美以及哲理之思。

“從根本上來講，文化遺產(chǎn)旅游的載體是遺產(chǎn)，靈魂是文化，旅游是活化與傳播手段?！贝笞闶搪糜渭瘓F(tuán)總經(jīng)理劉興明表示，接下來將在堅(jiān)持保護(hù)的前提下，全力統(tǒng)籌好旅游發(fā)展、特色經(jīng)營，圍繞游客求新、求異、求知的消費(fèi)需求，全力做好文化遺產(chǎn)創(chuàng)新活化這篇“大文章”，將文物故事、歷史文化更加生動(dòng)地呈現(xiàn)出來，不斷優(yōu)化人們在文旅體驗(yàn)中的知識濃度、感悟深度和互動(dòng)程度，實(shí)現(xiàn)文化遺產(chǎn)從文化資源向旅游產(chǎn)品有效轉(zhuǎn)化，進(jìn)而吸引更多中外游客?！?/p>

創(chuàng)新傳承讓大足石刻走向世界

近年來，“天下大足”積極參與國內(nèi)外文化交流活動(dòng)，推動(dòng)中國傳統(tǒng)文化走向世界。2018年，在美國時(shí)代廣場參加新年倒計(jì)時(shí)慶典重慶旅游推介活動(dòng)，與泛美亞旅游集團(tuán)簽訂《組團(tuán)赴大足旅游合作協(xié)議》；2019年，主辦、承辦CFA中國之隊(duì)“大足石刻杯”國際足球錦標(biāo)賽（U-22）等賽事活動(dòng)；2020年，攜手新媒體平臺推出“云游大足石刻”“秀出高光石刻”等主題活動(dòng)；2021年，與華夏航空公司開展“專機(jī)”品牌宣傳合作，打造屬于大足石刻的“主題機(jī)艙”形象IP。

今年，“天下大足”文創(chuàng)產(chǎn)品受邀亮相2023深圳文博會(huì)，收獲了國內(nèi)外賓客一致好評。在感知重慶·2023德法圖書版權(quán)貿(mào)易與文化推介活動(dòng)上，該系列文創(chuàng)作品作為伴手禮贈(zèng)予外賓，向德法兩國民眾推介大足優(yōu)秀傳統(tǒng)文化。

劉興明表示，大足石刻旅游集團(tuán)將投資1500余萬元?jiǎng)?chuàng)制以大足石刻為主題的舞蹈詩劇《天下大足》，用更加直觀生動(dòng)的方式向中外游客展示大足石刻豐富的文化內(nèi)涵，真正做到創(chuàng)新傳承，讓刻在崖壁上的瑰寶“活起來”“走出去”。

圖/受訪者提供

The Ode to Grazing Cows Stamp Album

Showing the Charming World Cultural Heritage

By Yang Yan/The World and Chongqing

At the 4th “Chongqing Gifts” Tourism Commodities （Cultural and Creative Products） Competition and Foreign-Affairs Gifts Title Awarding Ceremony， the “Ode to Grazing Cows” stamp album， jointly developed by Chongqing Dazu Rock Carvings International Tourism Group Co. Ltd. and China Post Dazu Branch， was successfully selected in the list of “Chongqing Gifts”. The stamp album reproduced the niche statues “Grazing Cows” of Dazu Rock Carvings through “stamps + text/images” in a traditional folding style， like 12 painting scrolls slowly demonstrating a pastoral lifestyle...

Exploring the Artistic and Cultural Value and Appealing of Rock Carvings

The Dazu Rock Carvings is the largest group of grottoes in southern China， known as the last monument in the history of human grotto art. 50，000 statues represent the new glory of grotto art after the grotto art entered its last stage during the Song Dynasty. As a world cultural heritage site， Dazu Rock Carvings feature extreme artistic， historical， and scientific value.

At the western end of the southern cliff of Dafowan， Baoding Mountain， there is a group of 27 m sculptures called “Grazing Cows”， 12 statues in total. These sculptures describe the idyllic life images， including the herdsmen who herd cattle with a whip or leisurely walk with cows， or whisper with each other， or play the flute or fall into sleep with a bare chest， the cows who lick hooves or drink water or lay down for a rest in the tranquil forest with a flowing spring and rugged trails. Featuring intensive philosophical and artistic appeal， these sculptures compare cows to the inner heart of people， and the herdsmen to the practitioners， demonstrating the Zen practice process with the interaction between the herdsmen and cows.

Inspired by this group of sculptures， the “Ode to Grazing Cows” stamp album vividly presents various scenes in combination of real-life photos and illustrations， with unique collection and cultural value.

“How to display the rich diversity of Dazu Rock Carvings in a small album is the key to our design.” The creative team of the “Ode to Grazing Cows” introduced that， “We add the Dazu Rock Carvings stamps and the Year of the Ox stamps issued in 2002 next to each illustration， to fully demonstrate the unique charm of Dazu Rock Carvings to the public through ‘stamps+text/image.” It took six months to finalize the whole layout and artwork upon repeated revision and adjustment. The stamp album has been popular with visitors after being issued.

Cultural and Creative IP Reviving the Cultural Heritage

In addition to the stamp album “Ode to Grazing Cows”， based on the extensive culture of Dazu Rock Carvings， the cultural and creative team of Dazu Rock Carvings have designed and developed unique cultural and creative products such as convenient incense holders inspired from rock carvings， incense burners， bookmarks， earrings， necklaces， and pendants. A cultural and creative brand “Dazu in the World” has been built for rock carvings.

The “Dazu in the World” takes tangible rock carving cultural and creative products as a carrier to deliver the artistic beauty and philosophical ideas presented by rock carvings.

“Fundamentally， for cultural heritage tourism， heritage functions as a carrier， while culture is the soul and tourism is a means for revival and promotion of cultural heritage.” Liu Xingming， General Manager of Chongqing Dazu Rock Carvings International Tourism Group Co. Ltd.， said： “Next， we will coordinate the tourism development with featured operation， while giving a priority to the heritage protection， in pursuit of novelty， uniqueness and knowledge based on customer needs， make every effort on the innovation and revival of cultural heritage， vividly present cultural heritage stories， history and culture， and constantly improve peoples knowledge， perception and interaction in cultural tourism experience， so as to effectively turn cultural heritage from cultural resources to tourism products， and attract more visitors both at home and abroad.”

Bringing Dazu Rock Carvings to the World by Innovative Preservation

In recent years， the “Dazu in the World” has participated in many domestic and international cultural exchange activities， and promote Chinese culture to the world. In 2018， the brand took over the Times Square New Years Eve countdown to promote Chongqing and signed the “Cooperation Agreement for Group Travel to Dazu” with PanAmerican Travel Services. In 2019， the brand hosted and organized the CFA China National Team “Dazu Rock Carvings Cup” International Football Championship （U-22） and other events. In 2020， the brand worked with the new media platform to launch themed events such as “Virtual Tour to Dazu Rock Carvings” and “Highlights of Rock Carvings”. In 2021， the brand worked with China Express Airlines to promote the brand by decorating the cabin themed on Dazu Rock Carvings and highlight the IP image.

This year， the cultural and creative products of “Dazu in the World” were invited to attend 2023 China （Shenzhen） International Cultural Industries Fair， well received by domestic and international guests. At the Perception of Chongqing 2023 German and French Book Copyright Trade and Cultural Roadshow， these products were given to foreign guests as gifts to promote Dazu excellent traditional culture to German and French people.

According to Liu Xingming， Chongqing Dazu Rock Carvings International Tourism Group Co. Ltd. will organize the dance poetry drama “Dazu in the World” by investing RMB15 million on the theme of Dazu Rock Carvings and show extensive culture of Dazu Rock Carvings to both Chinese and international visitors in a more intuitive and vivid way， so as to realize truly innovative preservation of cultural heritage， revive the treasure on the cliff and show it to the world.

Photo/Interviewees