Milwaukee Brewers get 'game changing' sports fan experience designed by BRC Imagination Arts
Experience designers BRC Imagination Arts are introducing a ‘game-changing’ fan experience to the world of sports attractions.
The Selig Experience exhibit honours retiring Major League Baseball (MLB) commissioner and former Milwaukee Brewers owner, Allan ‘Bud’ Selig. Opened at Miller Park – the home of the Brewers – the experience features a multimedia presentation telling the story of Selig’s role in saving MLB in Milwaukee, his efforts to bring the Brewers into the city and his work to promote and grow the game in his home town.
“It’s a total gem,” said BRC’s founder and chair, Bob Rogers, speaking exclusively to CLAD. “Even if you walk in and you’ve never seen a game and can’t name a single player, 10 minutes later you’re a big Milwaukee Brewers fan and you’re getting a tear in your eye and a lump in your throat over what they’ve managed to do.”
Representatives of every MLB team will be in attendance for the opening of the experience, which covers 1,400sq ft (130sq m) and includes items from Selig’s tenure as Brewers owner. The main multimedia show, produced by BRC, builds to a 3D encounter with Selig inside a reproduction of his stadium office.
“I spoke with Bud about it,” continued Rogers. “He told us ‘when they see this they’re all going to want one’ and that’s because nobody’s got one. It’s a game-changer.”
"Everything is really, really extraordinary. I can't emphasise that enough," added Selig, who has spent the past 22 and-a-half years as commissioner. "I am rarely speechless in my life. I was speechless."
BRC was last year recognised for its work at the THEA awards, picking up the prize for Outstanding Corporate Brand-land for The Story Garden at the Amorepacific Beauty Campus in Gyeonggi-do, South Korea. Rogers, who in 2014 was elected to the board of governors for the Academy of Motion Picture Arts and Sciences (The Oscars), said he believes the experience could shape future projects for many years to come.
“I think that’s going to be a new source of business, not just for BRC but the whole industry, upgrading the visitor experience,” said Rogers. “Right now you go to most sports team’s home. They have a million square foot shop. All you do there is shop. Wouldn’t it be great if there was something that was better than a little highlight reel or a trophy case in the corner? That’s what this thing is going to set off.”
Europe's premier Evian Spa unveiled at Hôtel Royal in France
Clinique La Prairie unveils health resort in China after two-year project
GoCo Health Innovation City in Sweden plans to lead the world in delivering wellness and new science
Four Seasons announces luxury wellness resort and residences at Amaala
Aman sister brand Janu debuts in Tokyo with four-floor urban wellness retreat
€38m geothermal spa and leisure centre to revitalise Croatian city of Bjelovar
Two Santani eco-friendly wellness resorts coming to Oman, partnered with Omran Group
Kerzner shows confidence in its Siro wellness hotel concept, revealing plans to open 100
Ritz-Carlton, Portland unveils skyline spa inspired by unfolding petals of a rose
Rogers Stirk Harbour & Partners are just one of the names behind The Emory hotel London and Surrenne private members club
Peninsula Hot Springs unveils AUS$11.7m sister site in Australian outback
IWBI creates WELL for residential programme to inspire healthy living environments
Conrad Orlando unveils water-inspired spa oasis amid billion-dollar Evermore Resort complex
Studio A+ realises striking urban hot springs retreat in China's Shanxi Province
Populous reveals plans for major e-sports arena in Saudi Arabia
Wake The Tiger launches new 1,000sq m expansion
Othership CEO envisions its urban bathhouses in every city in North America
Merlin teams up with Hasbro and Lego to create Peppa Pig experiences
SHA Wellness unveils highly-anticipated Mexico outpost
One&Only One Za’abeel opens in Dubai featuring striking design by Nikken Sekkei
Luxury spa hotel, Calcot Manor, creates new Grain Store health club
'World's largest' indoor ski centre by 10 Design slated to open in 2025
Murrayshall Country Estate awarded planning permission for multi-million-pound spa and leisure centre
Aman's Janu hotel by Pelli Clarke & Partners will have 4,000sq m of wellness space
Therme Group confirms Incheon Golden Harbor location for South Korean wellbeing resort
Universal Studios eyes the UK for first European resort
King of Bhutan unveils masterplan for Mindfulness City, designed by BIG, Arup and Cistri
Rural locations are the next frontier for expansion for the health club sector
Tonik Associates designs new suburban model for high-end Third Space health and wellness club
Aman sister brand Janu launching in Tokyo in 2024 with design by Denniston's Jean-Michel Gathy
Why shouldn’t sports facilities be beautiful? Across Asia, architects are creating landmark buildings for the public, discovers Christopher de Wolf