BRC Imagination Arts

BRC Imagination Arts (BRC) is a US-based international company that produces immersive design for corporate brands, museums, world's fairs, and theme park attractions. BRC was one of the first independent design firms to successfully employ the concept and design process of combining storytelling and film production techniques in the design of physical structures and spatial experiences and continues to be a leader in this field.
The company's clients have over 350 awards for creative excellence including 20 THEA Awards for Outstanding Achievement in themed entertainment, two Academy Awards nominations, and a Los Angeles Emmy Award nomination. The firm, founded in California, also has offices in the U.K., China and The Netherlands, and has worked in Asia, Europe, Canada, Australia, and the Middle East, as well as the USA. eventually becoming a producer for Disney's themed design branch, Walt Disney Imagineering.
Before establishing BRC, Rogers' last project for Imagineering was the Impressions de France film attraction in the Walt Disney World theme park, Epcot.
In 1981 Rogers' established Bob Rogers & Co., While working on these attraction for the Epcot park, Rogers and BRC also produced the film Ballet Robotique, which was nominated for an Academy Award in the Live Action Short Film Category
Following the work for the Disney theme park, BRC began to produce attractions and exhibits for World's Fairs, international events, theme park works, cultural attractions such as museums and educational institutions, and increasingly for corporate brand environments.
In 1991, the company was renamed BRC Imagination Arts.
Recent Corporate Brand Experiences
Ford Rouge Factory Tour
In 2015, BRC updated the visitor experience at the historic Ford River Rouge Complex, in Dearborn, Michigan. In cooperation with The Henry Ford Museum, and as a part of a larger renovation of the industrial plant with a goal of modernization through sustainable architecture and manufacturing processes, This was an update of the original visitor experience created in 2004 by BRC Imagination Arts in which BRC designed and produced visitor galleries, theater shows, and interactive tours throughout the property and within the manufacturing plant.
Heineken Experience
As a part of the restoration of the Heineken's historic brewery in Amsterdam, BRC Imagination Arts refreshed the brand's visitor tour. The new tour, the Heineken Experience, reopened to the public in 2008, providing visitors with a complete overhaul of visitor spaces, interactive experiences, and product interaction experiences. Since the opening in 2008, the Heineken Experience has been voted one of Amsterdam’s leading tourist attractions. ,
Evergrande Group Exhibition Center
For the Chinese commercial and residential development corporation, Evergrande Real Estate Group, BRC Imagination Arts created “The Evergrande Group Exhibition Center,” consisting of several fully immersive, multi-sensory media experiences for a visitor exhibit showcasing the company's extensive real estate development projects, as well as showcasing the company's social and civic involvement in China.
World of Coca-Cola
For the Coca-Cola companies World of Coca-Cola visitor museum in Atlanta, Georgia, BRC created and produced "Moments of Happiness"(2014), the featured introductory attraction experienced by every visitor to the World of Coca-cola.
The Bud Selig Experience
The first installment for a Milwaukee Brewers brand experience, "The Selig Experience" (2015) uses the story of retired baseball commissioner, Bud Selig, to celebrate the history of the Milwaukee Brewers team and the baseball fans of Wisconsin.
The Soul of Nashville
In 2015, BRC created and produced the first stop in a backstage tour of Nashville, Tennessee's iconic Ryman Auditorium, "The Soul of Nashville" (2015). The show surrounds guests on three sides to immerse the visitor into the history and highlights of the historic landmark auditorium referred to as the "Mother Church of Country Music."
Story Garden by Amorepacific
For Amorepacific Corporation, Korea's largest cosmetics company, BRC Imagination Arts to produce a permanent exhibit in the company's new 'Beauty Campus' in Osan, Korea, which opened to tours in September 2013. The permanent factory exhibit, referred to as "Story Garden," employs emotional storytelling, immersive media, interpretative art installations, and original music scores, to capture the mood and spirit of the brand for visitors of the tour.
Selected Cultural Attractions
BRC's work for NASA includes the original creation of Space Center Houston, at the Lyndon B. Johnson Space Center followed by several updates. BRC also created and produced the Apollo/Saturn V Center, (1996) at the Kennedy Space Center Visitor Complex (KSC) in Florida, "Shuttle Launch "Experience (2007) at KSC, and "Exploration Space (2009) at KSC.
Adler Planetarium & Astronomy Museum
BRC Imagination Arts designed and produced two space-related permanent educational exhibits for the Adler Planetarium & Astronomy Museum in Chicago, Illinois, the Western Hemisphere's first and oldest planetarium. The two exhibits include the Shoot for the Moon gallery and the Lunar Dangers Lab theater. Both attractions which opened in 2007, were designed and produced with the collaboration of retired NASA Apollo program astronaut, Jim Lovell.
Abraham Lincoln Presidential Library and Museum
BRC Imagination Arts was commissioned to design and produce the museum portions of the Abraham Lincoln Presidential Library and Museum, located in Springfield, Illinois, The museum design applies immersive storytelling design techniques to present the life of the 16th U.S. President, Abraham Lincoln, from childhood through his assassination.
Key exhibits for the museum include traditional artifact displays, fully immersive dioramas depicting moments in Lincoln's life, referred to as the Journey's galleries, and interactive theater presentations which include the shows: "Ghost of the Library," "Lincoln's Eyes," and "Ask Mr. Lincoln."
Louisiana's Old State Capitol
For the Old Louisiana State Capitol, BRC renovated the visitor experiences of the historic structure, including galleries and artifact displays associated with the history of the state of Louisiana. The following year, BRC designed and produced a special-effects theater performance, "The Ghost of the Castle" (2010), housed in an upper chamber of the old state capitol, which explores the history of the prominent Louisiana structure, through the guidance of the Ghost of Sarah Morgan, which according to local legend haunted the structure following her death.
World's Fairs
By 1986, BRC Imagination Arts completed the first of an ongoing series of projects for World's Fairs and international expositions, a design specialty that the firm continues to involve itself with.
Expo 86 - Vancouver
For the World's Fair in Vancouver, British Columbia, Canada, (Expo 86), BRC produced the live show, Spirit Lodge, for corporate sponsor General Motors. The performance incorporated a live actor and holographic imagery to tell the story of the "magic canoe" as a means of binding the experiences of family life. In addition, BRC also produced the short film, Rainbow War for the Canadian Pacific Railway pavilion. in the Live Action Short film category.
Seville Expo '92 - Spain
For Seville Expo '92, BRC Imagination Arts produced a large-format short film, "World Song" for corporate sponsor General Motors, as a part of the USA Pavilion.
BRC also worked with the Academy Award-winning specialty film format producer, Iwerks Entertainment (known today as SimEx-Iwerks), to produce a 360 degree film for the Basque National Pavilion. The film presentation was unique in that it was a seamless circular film presentation that was made using a single strip of film, projected with a specialty projector that wrapped the film image around a 360 degree screen which surrounded the audience. BRC produced a 9-screen 3-D-like show, The Franklin Spirit. The show combined both front and rear screen projections to create a 3-D illusion, which did not require the audience to wear special glasses.
Expo 2010 - Shanghai, China
For Shanghai, China's Expo 2010, BRC created attractions for the corporate pavilion co-sponsored by China Mobile and China Telecom, and also for the USA pavilion.
For joint sponsors, China Mobile and China Telecom, BRC designed and produced all of the show and visitor experiences for the corporate Information and Communication Pavilion. Here, every visitor was provided a unique interactive device, synchronized with the pavilions various shows and attractions, so as to allow each pavilion visitor with an individualized and personal interactive experience.
For the USA pavilion at Expo 2010, BRC Imagination Arts designed and produced all visitor experiences. entitled The Garden, which was projected on five screens of various shapes and surrounded by LED special lighting and in-theater special effects such as rain and wind.
Expo 2015 - Milan, Italy
The Expo 2015 in Milan, Italy, was based on the theme of access to healthy, safe and sufficient food for the planet. For the Expo's European Union pavilion, the EU selected BRC Imagination Arts to create and produce a series of theatrical and immersive activities. The pavilion was awarded the Expo's "Honorable Mention for Best Presentation" from Exhibitor Awards Milan Expo 2015. The pavilion’s main attraction, the short film produced by BRC, “Alex & Sylvia,” was independently awarded “Best Animated Film” when entered in the Los Angeles International Film Festival.
Theme Parks
Disney MGM Studios Theme Park
When Disney's Hollywood Studios theme park (originally known as the Disney MGM Studios Theme Park) first opened at the Walt Disney World resort in Florida in 1989, BRC Imagination Arts was commissioned to design and produce the Feature Animation pavilion of The Magic of Disney Animation. hosted by comedian Robin Williams and Veteran newscaster, Walter Cronkite, who explore the animation process through Williams, after turning the comedian into an animated character. Additional experiences included a walking tour of Disney's actual animation studio, followed by a film in which Disney Animators describe the joy of their involvement with creating animation, and then a final film, entitled Classic Disney presenting key moments from the classic animated films of Disney.
Mystery Lodge - Knott's Berry Farm
One of the longest running theatrical attractions in any theme park, "Mystery Lodge," was created and produced by BRC Imagination Arts, for the Buena Park, California theme park, Knott's Berry Farm, The attraction for Knott's Berry Farm, Mystery Lodge, which opened in 1994, uses holography illusions and special effects to tell the story of family values and traditions. The show continues to play daily in the park.
Universal Studios Japan
When it opened in 2001, Universal Studios Japan featured two projects designed and produced by BRC Imagination Arts. One, Motion Picture Magic presented by Oscar-winning producer, Steven Spielberg, presented to park visitors a history and sampling of the legacy of Universal Studios motion pictures in a theater designed to transform from a single screen to three screens. The other attraction designed and produced by BRC, which remains a popular attraction in the park, is the live stage performance Animation Celebration, featuring a holographic version of the animated character, Woody Woodpecker.
Technical achievements
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 company. This technology, for the patent referred to as the "Holavision" Theater, is a special effect technique, which pairs live performances with "floating" aerial image illusions. BRC Imagination Art’s Holavision shows include Spirit Lodge at Expo 86, Mystery Lodge at Knott's Berry Farm, Animation Celebration at Universal Studios Japan, and Ghosts of the Library for the Abraham Lincoln Presidential Museum, and the Lunar Dangers (A.L.E.X.) theater for the Adler Planetarium & Astronomy Museum in Chicago, Illinois.
Awards and Recognition
BRC Imagination Arts has been the recipient of over 350 International awards for creative excellence. These have included 21 THEA Awards (Thea Award for Outstanding Achievement), and a Los Angeles Area Emmy Award nomination.
* The Soul of Nashville (2015)
* The Selig Experience (2015)
* Alex & Sylvia (2015) Los Angeles International Film Festival - Awarded: Best Animated Film
* Manufacturing Innovation (2015)
* Moments of Happiness (2014)
* The Wedge: Dynasty, Tragedy, Legacy (2014) - Los Angeles Area Emmy - Nominated: Public, Municipal and Operator Produced Cable
* Beauty Transforms Our World (2013)
* Gift of Beauty (2013)
* Human Destiny (2012)
* The Ghost of the Castle (2010)
* Dream Big (2010)
* Overture (2010)
* Spirit of America (2010)
* The Garden (2010)
* NASA: Exploration Space - Explorers Wanted (2010)
* Heineken Experience: Born in Amsterdam (2008)
* Heineken Experience: Brew You (2008)
* The Civil War in Four Minutes (2005)
* Lincoln's Eyes (2005)
* The Franklin Spirit (2005)
* Animation Celebration (2001)
* Sapmi Magic (2000)
* Mystery Lodge (1994)
* Postcards (1993)
* World Song (1992)
* On Human Destiny (1992)
* To Be an Astronaut (1992)
* Flower Planet (1990)
* Back to Neverland (1989)
* Teamwork and Technology (1988)
* Spirit Lodge (1986)
* Rainbow War (1985) - Academy Award - Nominated: Live Action Short Film
* The Car of Your Dreams (1984)
* Ballet Robotique (1982) - Academy Award - Nominated: Live Action Short Film
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