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BRC Imagination Arts
Company typePrivate company
IndustryExperience design, Design, & Media Production
Founded1981
FounderBob Rogers (designer)
Headquarters
Burbank, California
,
U.S.
Area served
International
Key people
Bob Rogers (designer), Founder and Chief Creative Officer;
Christian Lachel, Executive Creative Director & Vice President
Carmel Lewis, Vice President and Executive Producer
Marci Carlin, Vice President and Executive Producer


BRC Imagination Arts (BRC) is a US-based international experience design agency that produces immersive design for museums, world's fairs, corporate brands, and theme park attractions. BRC is a privately-owned company that follows the unique design techniques pioneered by the Disney Company's Walt Disney Imagineering division, which is known for combining storytelling and film production techniques in the design of physical structures and spatial experiences.[1][2]

History[edit]

In 1981, Bob Rogers (designer), a designer and film producer for Disney's WED design group (known today as Walt Disney Imagineering), established Bob Rogers & Co.,[3] and contracted with General Motors to design and produce several attractions for Disney's Epcot theme park World of Motion pavilion known as "TransCenter.".[4] Associated with the film production on that project, BRC also produced a separate short film, "Ballet Robotique," which was nominated for an Academy Award in the "Live Acttion Short Film" category. [5]

Following work with the Epcot theme park, Rogers and his company began to produce additional attractions and exhibits for Disney and other theme parks, as well as for World's Fairs, and cultural attractions such as museums and educational institutions. In 1991, the company was renamed BRC Imagination Arts.

Notable clients for BRC Imagination Arts have included Disney World, Universal Studios, Ford Motor Company, China Telecom, NASA, and the Abraham Lincoln Presidential Library and Museum.[3] Most recently, the these storytelling and experience design techniques were applied by BRC Imagination Arts to two vastly different cultural attractions; the new Museum of the Bible in Washington, DC,[6] and the Rock and Roll Hall of Fame in Cleveland,Ohio[7].[8]

In recent years the company has become increasingly involved with designing "Experiential Brand Homes" for clients Guinness, Heineken, Coca-Cola, and most recently Jameson Whiskey. [9] [10] The Experiential Brand Home is a new form of attraction[11] which provides consumers interested in specific brands with immersive group experiences, intended to enhance brand loyalty through showcasing the product's history, interactions with product manufacturing processes, and product sampling.[12] Experiential Brand Homes may be likened to theme parks for consumer brands, and the popularity of these attractions rank among the top draws of tourists around the world.[13] For example, the Guinness Storehouse in Dublin, Ireland, redesigned by BRC Imagination Arts in 2011,[14]was named Europe's leading tourist attraction by World Travel Awards in 2015, drawing more visitors than the Acropolis in Athens, the Roman Colosseum, and even the Eiffel Tower in Paris.[15]

Technical Achievements[edit]

BRC Imagination Arts holds two patents in theater entertainment technologies, which have been incorporated into a half a dozen special effects theater productions produced by the compnay. The "Holavision Theater" [16] is a special effect technique which pairs live performers with "floating" aerial image illustions. Selected Holavison shows include Spirit Lodge at Expo 86, Mystery Lodge at Knott's Berry Farm, Animation Celebration at Universal Studios Japan, Ghost of the Library for the Abraham Lincoln Presidential Library and Museum,[17], and the Lunar Dangers (A.L.E.X) theater for the Adler Planetarium & Astronomy Museum in Chicago, Illinois.

Awards and Recognition[edit]

BRC Imagination Arts has been the recipient of over 200 International awards for creative excellence,[3] including two Academy Awards nominations.[18] and a Los Angeles Area Emmy Award nomination.[19]

Projects by Category[edit]

Experiential Corporate Brand Homes[edit]

Cultural Attractions[edit]

World's Fair Pavilions[edit]

Theme Park Attractions[edit]


References[edit]

  1. ^ "Disney Spawns an Industry; Burbank Now Theme Park Production Hub". dailynews.com. 1 November 1999.
  2. ^ "Historical Sites Welcome Kids Who Love To Text: Museum use sophisticated technology to attract smartphone-addicted families". The Wall Street Journal. 31 July 2013.
  3. ^ a b c d e "The Ace of Space : Contracts: Launched to fame by his work on Disney's Epcot, Bob Rogers is helping design NASA's $70-million tourist center". Los Angeles Times. 11 June 1991. Cite error: The named reference "Los Angeles Times" was defined multiple times with different content (see the help page).
  4. ^ a b "BRC Bob Rogers Theme Park Storytelling". MousePlanet. 12 January 2011.
  5. ^ Peltz, James F. (11 June 1991). "The Ace of Space: Contracts: Launched to fame by his work on Disney's Epcot, Bob Rogers is helping design NASA's $70-million tourist center". www.latimes.com.
  6. ^ "BRC applies theme park design to Museum of the Bible". Retrieved 8 June 2018.
  7. ^ "Rock Hall unveils new Power of Rock Experience". Crain's Cleveland Business. 29 June 2017. Retrieved 8 June 2018.
  8. ^ "BRC create immersive Power of Rock experience for Cleveland's Rock and Roll Hall of Fame". Retrieved 8 June 2018.
  9. ^ "Jameson Distillery soaks up the visitors after €11m refurbishment". The Irish Times. Retrieved 8 June 2018.
  10. ^ "BRC evokes the spirit of Jameson with reimagined €11m brand home". Retrieved 8 June 2018.
  11. ^ "Branding By Factory Tour? Calif.'s BRC Says You Betcha". Retrieved 8 June 2018.
  12. ^ Lachel, Christian. "The Benefits Of A Brand Home Destination". Forbes. Retrieved 8 June 2018.
  13. ^ "The Brand Benefits of Places Like the Guinness Storehouse". Harvard Business Review. 20 October 2015. Retrieved 8 June 2018.
  14. ^ a b c Niles, Natalie (16 January 2018). "Finding the taste of Ireland at Dublin's Guinness Storehouse". www.themeparkinsider.com. Cite error: The named reference "Theme Park Insider" was defined multiple times with different content (see the help page).
  15. ^ "Guinness Storehouse named Europe's best tourist attractions: Dublin attraction beats Eiffel Tower, La Sagranda Familia and Acropolis". www.irishtimes.com. 6 September 2015.
  16. ^ "Dead Men Do Tell Tales at the Abraham Lincoln Presidential Library and Museum". entertainmentdesigner.com. 25 February 2012.
  17. ^ "Histrionics and History". The Washington Post. 15 February 2005.
  18. ^ PELTZ, James (11 June 1991). "Contracts: Launched to fame by his work on Disney's Epcot, Bob Rogers is helping design NASA's $70-million tourist center". Los Angeles Times.
  19. ^ "67th Los Angeles Area Emmy Award Nominations Announced".
  20. ^ Fromm, Jeff. "How Jameson Distillery Is Creating More Than 300,000 Experiences To Reach Millennial Consumers". Forbes. Retrieved 25 July 2017.
  21. ^ "When the Factory is a Theme Park". businessweek.com. 2 May 2004.
  22. ^ "Branding By Factory Tour? Calif.'s BRC Says You Betcha". adweek.com. 6 December 2004.
  23. ^ "Ford Rouge Factory Tour". The Henry Ford.
  24. ^ "Heineken Experience receives THEA Award". attractionsmanagement.com. 18 November 2009.
  25. ^ "Heineken Experience". tripadvisor.com.
  26. ^ Lachel, Christian (20 October 2015). "The Brand Benefits of Places Like the Guinness Storehouse". Harvard Business Review.
  27. ^ "Evergrande Group Exhibition Center". idesignawards.com. 2013.
  28. ^ "The Selig Experience". www.imdb.com.
  29. ^ "The Milwaukee Brewers Technologically Pay Tribute to Bud Selig at Miller Park". SportTechie. 28 May 2015.
  30. ^ "Moments of Happiness". www.imdb.com.
  31. ^ O’Shea Gorgone, Kerry (29 July 2015). "How to Go Beyond Just Telling Your Brand Story: Christian Lachel on marketing Smarts". Marketing Profs.
  32. ^ "Story garden by Amorepacific". storygarden.amorepacific.com. 2014.
  33. ^ "BRC awarded contracts to create brand experiences for Zoomlion (China) and Amore Pacific (Korea)". inparkmagazine.com. 7 November 2011.
  34. ^ "BRC applies theme park design to Museum of the Bible". Retrieved 8 June 2018.
  35. ^ "Rock & Roll Hall of Fame captivates the senses with debut of Connor Theater (video)". cleveland.com. Retrieved 25 July 2017.
  36. ^ "The Soul of Nashville". www.imdb.com.
  37. ^ "BRC Creates 'Soul of Nashville' Theatre Experience for Historic Ryman Auditorium". Blooloop. 10 June 2015.
  38. ^ "The Ghost of the Castle". IMDb.
  39. ^ "Historical Sites Welcome Kids Who Love To Text: Museum use sophisticated technology to attract smartphone-addicted families". wsj.com. 31 July 2013.
  40. ^ "New Attraction Simulates Shuttle Launch at 17,500 MPH". Wired (magazine). 25 May 2007.
  41. ^ "NASA opens space shuttle ride for the earthbound". Reuters. 7 July 2007.
  42. ^ a b "Adler Planetarium Opens Shoot for the Moon Exhibition on November 11, 2006". CollectSpace.com. 11 November 2006.
  43. ^ "Bob Rogers and the Abraham Lincoln Presidential Library and Museum". A Prairie Home Companion. 12 February 2005.
  44. ^ "Invading Lincoln's Space". Los Angeles Times. 16 April 2005.
  45. ^ "History Goes Hollywood". time.com. 10 September 2006.
  46. ^ "Strumming the Mystic Chords of Memory". The New York Times. 19 April 2005.
  47. ^ "One Giant Leap for NASA". Newsweek. 25 October 1992.
  48. ^ "USA Pavilion to Showcase America's 'Infinite Energy' at Expo 2017". U.S. Embassy & Consulate in Kazakhstan.
  49. ^ "USA Pavilion Designed by BRC Imagination Arts to Explore "Infinite Energy" at Astana EXPO 2017". InPark Magazine. Retrieved 25 July 2017.
  50. ^ Rubin, Judith (25 March 2015). "A story of best practices: BRC Imagination Arts and the EU Pavilion at Expo Milano 2015". InPark Magazine.
  51. ^ "July Award Winners". Los Angeles International Film Festival.
  52. ^ a b "National Pavilions with a Global Touch". The New York Times. 12 September 2010.
  53. ^ "U.S. gets in gear for Expo 2010". Los Angeles Times. 4 March 2010.
  54. ^ "USA Pavilion at Expo 2010 Shanghai Launches Virtual Tour: 3-D media interactivity brings Pavilion Experiences to life for global audience". PR Newswire. 22 June 2010.
  55. ^ "Fair Minded; Organizers Hope Ben Franklin Boosts U.S. Image at World Expo". washingtontimes.com. 17 June 2004.
  56. ^ "U.S. Pavilion Opens at World Expo 2005 in Aichi, Japan". PRNewswire. 25 March 2004.
  57. ^ "At World Expo 2005, BRC Imagination Arts Unveils 'The Franklin Spirit' in the U.S. Pavilion". BRC-Asia.com. 28 March 2005.
  58. ^ a b "Today, Burbank; Next, the World". Los Angeles Times. 16 April 1992.
  59. ^ "SMOKE AND MIRRORS: Newfangled Effects and Old-Fashioned Storytelling Create an Attraction With a Message, but It's Not a Tricky One: to Pass On Our Best to Future Generations". Los Angeles Times. 26 May 1994.
  60. ^ "Back to Neverland". www.imdb.com.
  61. ^ "Bob Rogers: Theme Park Storytelling". U.S. News & World Report. 12 January 2011.
  62. ^ "Summer Splash: At Knott's, Ancient Stories Told in Smoke". Los Angeles Times. 29 May 1994.
  63. ^ "Attraction of the week: Knott's Berry Farm's Mystery Lodge". themeparkinsider.com. 24 September 2012.
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