CMF Projects in Philips
飞利浦&故宫文化联名剃须刀
Overview
项目总览
The project
项目背景
Project duration:
起始日期
My role：
职责
The results:
成果
Philips and the Forbidden City cultural co-branding cooperation, hoping to combine the unique cultural connotations of the Forbidden City, the original model of the three shaver models by changing the surface treatment to develop a new set of products with the Chinese flavor.
飞利浦与故宫文化联名合作，希望结合紫禁城特有的文化内涵，在原有型号的三款剃须刀机型上通过改变表面处理，开发一套具有中国韵味的新产品。
November, 2018—July, 2019
2018年11月 至 2019年07月
CMF Intern
CMF实习生 主管为 Ivy Chen
During this process, I completed a cultural study of the Forbidden City, extracted key cultural elements, dug deeper into the cultural background of the Forbidden City and its inherent connection between the characteristics of different identities and product features, and finally combined the feedback from the marketing department to optimize and adjust the design proposal, and completed the design finalization and mass production.
完成了联名系列的三次设计方案提案并最终完成了项目落地。在这个过程中完成了对故宫的文化研究，提取了关键的文化元素，深入挖掘了紫禁城的文化背景及其内在不同身份的人物特征与产品特性的联系，最终结合市场部门的反馈对设计方案进行了优化和调整，完成了设计定稿与量产。
STAGE 1：Cultural elements and colors
文化元素与色彩
Forbidden city is famous for its professional using of traditional Chinese color and meticulous pattern-carving. In the number of complete patterns, some of them represent the hope of a favonian future, some simplified the power and status of the emperor. These delicate patterns are indispensable in Chinese culture. Nowadays, many cultural products are still using these patterns as treasures.
紫禁城以其对中国传统色彩的专业运用和细致的图案雕刻而闻名。在众多完整的图案中，有的代表了对未来的美好希望，有的简化了皇帝的权力和地位。这些精致的图案是中国文化中不可缺少的。现在，许多文化产品仍然把这些图案作为珍宝。
In this phase of the design, the possibilities of Forbidden City cultural elements and colors in Philips products were explored.
在这一阶段的设计中，探索了紫禁城文化元素与色彩在飞利浦产品中的可能性。
Cultural icon
文化元素
The ancient man-made characters, fully explain the position of the sheep in the minds of the ancestors. Earlier, the word Yang and Xiang were common, which made the image of the sheep have the meaning of Lucky and Auspicious in the pattern.
古代的人造字，充分说明了羊在先民心目中的地位。早期常见的阳、祥二字，使羊的形象在图案中具有吉祥如意的含义。
The lucky Cloud pattern, meaning the spirit of auspicious, expresses the auspicious, festive, happy wishes and a good yearning for life. Lucy Cloud has a unique shape, with a good and auspicious meaning, it is one of the most vital art forms in China.
祥云图案，寓意吉祥如意的精神，表达了吉祥、喜庆、幸福的愿望和对生活的美好向往。祥云纹造型独特，寓意美好吉祥，是中国最具生命力的艺术形式之一。
祥云纹与羊纹在文化中的运用（图片来源以网络）
Symbolic Feature
元素象征
图为故宫装饰用花纹象征意义及等级制度（版权所有）
Cultural Color
文化色彩
Phthalo blue is a kind of high saturation blue that is like the color of the sky. The plaque in the forbidden city is a blue background, which symbolizes the world, and the yellow character, which signifies imperial power. This collection means the emperor is of the highest status in the world.
酞青蓝是一种高饱和度的蓝色，就像天空的颜色。紫禁城中的匾额是蓝底，象征着世界，黄字，象征着皇权。这个系列意味着皇帝在世界范围内具有最高的地位。
Vermilion represents luck, happiness, fervor, luxury, passion and ambition. In ancient China, many palaces and temples chose vermilion as the color for their walls. In traditional Chinese culture, vermilion is a simple representation of fire and represents the energy of the five elements.
朱砂代表着幸运、幸福、狂热、奢华、激情和野心。在中国古代，许多宫殿和寺庙选择朱红色作为墙壁的颜色。在中国传统文化中，朱砂是火的简单代表，代表五行的能量。
In the five elements of gold, wood, water, fire, and earth, the yellow session of the earth, and the earth in the center, the root of all things, representing the supreme power, so most of the palace tile roofs are covered with vine yellow glazed tiles to show the incomparable dignity.
在金、木、水、火、土五行之中，黄色届土，而土居中央，系万物之本，代表至高无上的权力，因此多数宫殿的瓦顶皆以藤黄色釉琉璃瓦覆盖，以显示无比的尊贵。
Malachite green is widely used in Chinese painting fields, it is an important color in Chinese ancient. Nansan, where the son of Ming's emperor lived, was decorated with plenty of green tiles. Green is the simplicity of life， using green tiles presented the hope from the emperor that his sons could grow without worry.
孔雀石绿被广泛用于中国绘画领域，是中国古代的一种重要色彩。 绿色是生命的朴素，使用绿色的瓦片是皇帝希望他的子嗣们能够无忧无虑地成长。
Question：Besides the surface colors and patterns, what are the cultural connotations and historical stories of the Forbidden City?
除了表面的色彩和纹样，故宫有哪些文化内涵与历史故事？
STAGE 2：Cultural Stories and Traits
文化故事与特质
Symbolic Feature
五行方位与象征
The Forbidden City, the front and back of the dormitory complex, is located on two "earth" types of foundations.
紫禁城的前朝和后寝建筑群，坐落在两个“土”字型的台基上。
Soil is yellow, and yellow has become the most honored color, so the Forbidden City before the Palace and after the bed of the two major building complex roofs are laid with yellow tiles to show the supremacy of the world and the center.
土是黄色的，黄色成为五色中最尊贵的颜色，所以故宫前殿后寝两大建筑群的屋顶，都以黄瓦铺设，以示至尊至大和天下中心。
South is fire, the south end of the Forbidden City, built on the five phoenixes flying auspicious image, five stone bridges outside the watchtower column, carved into the shape of burning flames.
南方属火，紫禁城南端的午门，就建成五凤飞翔的吉祥之像，午门外五座石桥上的望柱，则雕刻成火焰燃烧的形状。
North is water, Xuanwu sitting, the Forbidden City's North Gate, called Xuanwu Gate. Xuanwu Emperor in mythology is the god of water in the north, in charge of life and death, and subduing demons.
北方属水，玄武坐镇，紫禁城的北门，就叫玄武门。玄武大帝在神话中是北方水神，主管生死，降妖除魔。
The west is gold, the five elements in the theory of gold can produce water, which is the Forbidden City west of the excavation of the river and named the origin of the Golden Water River. Metal white.
西方属金，五行理论中金能生水，这就是紫禁城西部开挖河道并取名金水河的来历。金属白色。
The East is wood, a metaphor for the growth of all things, where vitality, is the ideal direction to arrange the residence of the Prince. The color of the wood is green, so in the Ming Prince Palace Wenhua Hall and the Qing Prince living in the South three, the roof are paved with green tiles.
东方属木，喻示着万物的生长，这里生气旺盛，是安排太子居所的理想方位。木的颜色为绿色，因此明太子宫文华殿和清太子居住的南三所，屋顶均用绿瓦铺设。
Character traits
人物角色特质
On the battlefield, brave soldiers hit their targets with precision thanks to this agile body. Just like the most flexible contour tracking system of Philips shavers, it fits the contours of your face as accurately as an archer on horseback.
在战场上，勇敢的士兵凭借这敏捷的身手，精准地击中目标。就像飞利浦剃须刀最灵活的轮廓跟踪系统，像马背上的弓箭手一样精准的贴合面部轮廓。
In any case, the General will adapt his strategy to achieve success, just as Philips razor brushes and trimmers generally support you to gain confidence and show the charm of a mature man.
在任何情况下，将军都会调整他的战略，以获得成功，正如飞利浦剃须刀一般，支持你赢得自信，展现成熟男人的魅力。
In ancient China, the emperor was supreme and long life was the most beautiful blessing for him. Just like Philips shaver super longevity to provide you with long-term reliable support.
在中国古代，皇帝是至高无上的，万寿无疆是对其最美的祝福。正如飞利浦剃须刀超强续航能力，为你提供长期可靠的支持。
Promotional image
宣传图展示
Copyright @ziyi.zhao
Without my express written authorization, no one may copy, extract, modify, or modify the content of this website.
版权所有@ziyi.zhao
未经本人明确书面授权，任何人不得复制、摘编、修改、本网站内容。
Question： Does such a design solution resonate emotionally with consumers?
消费者是否能产生情感共鸣？
STAGE 3：Aura and cultural connotation
气韵与文化内涵
Integration and Alignment
整合与调整
After full communication with the marketing department, combined with the marketing strategy of Chinese consumers, and after in-depth discussion of the results of the preliminary research, the design theme was set as "Great Weapon of Heaven". There are three versions of this series: S5888, S5088 and S588.
在与市场部充分沟通后，结合中国市场消费者的营销策略，深入探讨了前期调研成果后，讲设计主题定为“大器天成“。本系列共有三个版本：S5888 九霄凌云版、S5088 锦绣山岳版和 S588 静水流深版。
Each of the three versions incorporates three representative traditional Chinese motifs from the Forbidden City culture: the S5888 incorporates the auspicious cloud motif, the S5088 is inspired by the seawater and river cliff motifs on the emperor's dragon robe and the general's court dress, and the S588 incorporates the still water motif on the body. Each of the three motifs has its own focus, yet they are unified within the connotation of the Forbidden City culture.
三个版本分别融入了故宫文化中三款极具代表性的中国传统纹饰：S5888 融合了祥云纹元素，S5088 设计灵感来自于皇帝龙袍、将相朝服上的海水江崖纹，S588 将静水流深纹饰于机身。三种纹饰各有侧重，又在故宫文化的内涵里形成统一。
Deconstruction and Reinvention
解构与重塑
Auspicious
祥云石刻
Safe & Sound
藻井之美
Continuity
海水江崖
Algae well is a unique top decoration technique in traditional Chinese architecture, generally made into a well shape that rises upwards, decorated with various flower algae well patterns, carvings and paintings around it, mostly used above palaces. The ancients believed that since there is water in the well and water and fire are mutually exclusive, making the roof in the shape of a well and carving algae patterns around it can prevent the wooden building from being destroyed by fire and protect the peace of the house.
藻井是中国传统建筑中一种独特的顶部装饰手法，一般做成向上隆起的井状，周围饰以各种花藻井纹、雕刻和彩绘，多用在宫殿上方。古人认为，井中有水，水火相克，将屋顶做成井的形状，并在四周雕刻水藻纹路，可以防止木制建筑毁于火灾，保佑家宅平安。
Drawing on the use of "water" in the classic collection of the Forbidden City, the pale blue background creates a unique pattern of still water. The ripples spread out in layers, recreating the spirit and texture of water ripples, symbolizing a man's deep and calm cultivation.
借鉴了故宫经典藏品中对“水”的运用，配以淡蓝底色，形成独一无二的静水流深纹。层层散开的涟漪，重现了水波纹的灵动和质感，象征着男士深邃沉稳的高尚修养。
The seawater and river cliff pattern consists of two parts: "seawater pattern" and "river cliff pattern". The word "seawater" means "sea tide", and "tide" is the same sound as "dynasty", so it is often decorated on the lower lapel of the emperor's robe and the general's court dress. The lower lapels of the "River cliff" is also known as "river bud", "ginger bud", that is, overlapping hills, like the bud of ginger, symbolizing the prosperity of the mountains and rivers, the country is forever solid. The combination of the sea water pattern and the river cliff pattern has the symbolic meaning of "continuity" and "blessing mountain and longevity sea".
海水江崖纹由“海水纹”和“江崖纹”两个部分构成。“海水”意指“海潮”，“潮”与“朝”同音，故常饰于皇帝龙袍、将相朝服的下襟。“江崖”又称“江芽”、“姜芽”，即山头重叠，似姜之芽，象征山川昌茂、国土永固。海水纹与江崖纹结合在一起，有“绵延不断”、“福山寿海”之寓意。
The Forbidden City culture and Philips applied the sea water and river cliff pattern to the S5088 body, giving the product a unique classical aesthetic and encouraging contemporary men to groom themselves while maintaining a tough and calm character.
将海水江崖纹应用在 S5088 机身之上，赋予产品独特的古典美感，鼓励当代男士在打理仪容的同时修身养性，保持坚韧沉稳的非凡品格。
The Danbi is the Chinese white jade stone in the center in front of the foundation of the Forbidden City. With exquisite carving techniques, the craftsmen put the dragon through the auspicious clouds on the Chinese white jade stone, symbolizing the supreme nobility. To the north of the Hall of Peace is one of the most famous pieces of the Imperial Palace, consisting of three Chinese white jade stones carved with nine dragons soaring in layers of auspicious clouds in a magnificent manner.
丹陛是故宫宫殿台基前正中央的汉白玉石块，匠人们用精湛的雕刻工艺，将穿越祥云的龙纹于汉白玉石上，象征着至高无上的尊贵。保和殿北有故宫里最著名的一块丹陛，由三块汉白玉石组成，雕饰着九条在祥云中层层腾飞的龙，气魄恢弘。
We have taken the auspicious cloud motif from the Imperial Palace and incorporated it into the body of the S5888 electric shaver. The overall depth and calmness of the S5888 is a touch of the classic blue color of the Forbidden City, with layers of auspicious clouds.
我们将祥云纹饰从丹陛中提取出来，融入到 S5888 电动剃须刀的机身之上。层峦叠嶂的祥云，配上故宫经典的霁蓝色，整体深邃沉稳又带有一丝祥云的灵动。
Realization and Marketing
项目落地及营销
