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The Silos of L&A Group: Metaverse-Activated Industrial Relics
內容大綱
The Silos, an industrial heritage building located in the Shekou Industrial Park in Shenzhen, China, was formerly a glass factory building that became industrial ruins. In November 2022, L&A Group transformed this industrial site into China’s first industrial site digital museum, its first metaverse experience centre, and a new landmark of Shenzhen digital cultural tourism. When the first phase of exhibition closed on May 31, 2023, the Silos had brought real profits to L&A Group by using the metaverse as the main selling point. However, considering the waning metaverse mania in China, the Silos needed to design and position its next selling point. Could L&A achieve strategic upgrading and sustainable development of this project?
學習目標
This case is appropriate for courses such as tourism planning and development and strategic management. The target audience includes undergraduate and graduate students majoring in management and tourism management, including students in master of business administration and master of tourism administration programs. In working through the case and assignment questions, students will accomplish the following objectives: <ul><li>Understand L&A’s motives in developing the Silos and its potential strengths and weaknesses.</li><li>Identify key attributes in developing industrial heritage tourism projects like the Silos.</li><li>Analyze the possibility of replicating the Silos project for other industrial sites in other cities.</li><li>Evaluate the benefits and costs of the Silos in terms of the economy, environment, and society.</li><li>Discuss feasible business models for the Silos’s strategic upgrading and sustainable development.</li></ul>