In the role of executive consultant, our team participated in the development of more than 600 destination conceptual narratives and master plans for more than 40 attractions and events in each of the planned 15 Fairyland theme parks across various locations in mainland China for Evergrande Group. Working with nearly 400 vendors and creatives, our team led holistic development including company mission, vision, and values, land acquisition, feasibility reviews, budgeting, scheduling, IP development, guest value proposition, operations, training, planning, market knowledge, best practice sharing, and communications
15 Fairyland theme parks
Various locations across mainland China
How do we guide an owner with no previous location-based entertainment experience to create an entire entertainment brand from the ground up and execute 15 full theme park projects simultaneously?
To expand the existing brand and value propositions into the entertainment space, we needed to define the guiding principles of this new aspect of the brand identity. We assembled a creative team, hired design firms from around the globe, and introduced our client to the fundamentals of theme park design and storytelling. Innovation and creative problem-solving required us to instill a unified team dynamic, balanced team roles, and a culture of safety and respect.
Our team participated in the development of more than 600 destination conceptual narratives and master plans for more than 40 attractions and events in each of the planned 15 Fairyland theme parks in various locations in mainland China for Evergrande Group. Additionally, we built an LBE knowledge base and skill set for the client, trained personnel, and provided the necessary foundation for growth in the industry.
A new operating strategy and business model were proposed by the Evergrande team. The efficacy of that innovation has yet to be proven on local and international levels. The determination to pursue an unorthodox model, including the simultaneous launch of 15 major destinations, breaks substantially with traditional market models and examples. It will be interesting to see how this new model performs and evolves over time.
Our team created 5 major theme park attractions for a 1 to 1 full-scale recreation of Shanghai’s early 20th century waterfront, informed by Chinese film, television, theater, and actual historical events. The project reflects the rich traditions of folklore and storytelling of the distant past mixed with the vibrant and turbulent world of pre-World War II Shanghai. Opening in phases 2021 – 2022.
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