BRC news
News stories: 1 - 13 of 13
Bob Rogers hands BRC to long-serving leadership team
by Liz Terry | 04 Jun 2026
Experience design company, BRC Imagination Arts, has completed a transition that sees founder Bob Rogers pass ownership of the business to four long-serving senior executives, while remaining actively involved with the company. Ownership has transferred to president Carmel Lewis, chief creative officer Christian Lachel and vice presidents of story and creative, Brad Shelton and Matthew Solari. The move formalises a leadership structure that the company says has been operating in
Hot Pickle design £73m Guinness visitor attraction for Diageo in London
by Tom Walker | 14 Feb 2022
Brewing giant Diageo has revealed plans to create a Guinness-themed cultural hub and microbrewery in London, UK, with design by London-based agency, Hot Pickle. Called Guinness at Old Brewer’s Yard, the visitor attraction is set to open in London’s Covent Garden in Autumn 2023. Located on a historic brewing site – the Old Brewer's Yard was the site of beer brewing as far back as 1722 – the £73m development
Christian Lachel appointed chief creative officer at BRC Imagination Arts
by Magali Robathan | 26 Mar 2021
Global design and production agency BRC Imagination Arts has appointed Christian Lachel as chief creative officer, taking over the role from BRC founder Bob Rogers. Previously vice president and executive creative director, Lachel first joined BRC in 1997. Since then, he has helped guide the company during a period of rapid GLOBAL growth, and has taken lead roles on projects including Destination Scotland (Johnnie Walker Princes St, Glenkinchie Distillery), Jameson Distillery
BRC selected to design new World Food Center – will explore sustainability and global food supply
by Tom Walker | 19 Jan 2021
Design specialist BRC Imagination Arts (BRC) has been selected to design and produce the World Food Center Experience in Ede, the Netherlands. The attraction will become an interactive platform exploring the impact of the world’s food choices and the importance of sustainable and healthy food production. BRC's concept will take guests on a personalised journey that will "challenge what they know about how food is produced and consumed, worldwide". The
BRC Imagination Arts completes new Glenkinchie Distillery brand home for Diageo as part of cycle of Scottish whisky attractions
by Liz Terry | 29 Oct 2020
LA-based experience design studio, BRC Imagination Arts, is the creative force behind the new Glenkinchie Distillery attraction, which has opened today (29 October 2020) near Edinburgh, Scotland. The single malt distillery is located in East Lothian, a region known for its produce and has undergone a major transformation of its visitor attraction as part of a wider £185m investment by owner, Diageo. Glenkinchie will be known as the ‘Lowland Home
The show must go on: BRC masterminds new PT Barnum Museum in Connecticut
by Alice Davis | 06 Apr 2018
BRC Imagination Arts is undertaking the renovation of a museum dedicated to the life of circus showman PT Barnum. Based in Bridgeport, Connecticut, the original 1893 museum suffered damages after being hit by a series of fires, tornadoes and hurricanes over the years. The new-look attraction will use state-of-the-art technology and special effects, original artefacts, cinema and visitor immersion in exhibits and installations that inspire guests and educate them about
BRC applies theme park design to Museum of the Bible
by Tom Anstey | 07 Dec 2017
Experience design firm BRC have taken the concept of a theme park attraction and placed it inside a museum setting at the new Museum of the Bible in Washington, DC. A US$500m (€424m, £374.5m) project, the 430,000sq ft (40,000sq m) museum, which opened on 17 November, has been created inside a former refrigerated warehouse built in 1922. A group of high-profile design teams worked on the project, with US firm
BRC create immersive Power of Rock experience for Cleveland's Rock and Roll Hall of Fame
by Tom Anstey | 30 Jun 2017
Music fans can now get a taste of what it would be like to be inducted into the Rock and Roll Hall of Fame, with a new US$14m (€12.3m, £10.8m) visitor experience at the iconic Cleveland, Ohio, attraction set to launch on Saturday (1 July). The I.M Pei-designed Hall of Fame is currently undergoing a multi-year transformation led by BRC Imagination Arts. In addition to its new Power of Rock
Social media impact key to physical design, says BRC's Bob Rogers
by Tom Anstey | 06 Dec 2016
Bob Rogers, founder and chair of experience design firm BRC Imagination Arts, has said that visitor attractions must be designed as “netmarks” – a concept that takes into account social media impact on physical design. BRC last month completed the first phase of a multi-year, multi-million dollar revamp of Cleveland’s Rock and Roll Hall of Fame and Museum, introducing a 78-foot-long and 6-foot-tall row of red letters spelling the words
Shakespeare theatre on Chicago's Navy Pier to undergo US$35m expansion
by Tom Anstey | 03 Mar 2016
The Chicago Shakespeare Theater is expanding its footprint on the city’s iconic Navy Pier, with US$35m (€32.2m, £24.9m) being used to develop a flexible third stage capable of being adapted based on the performance. With audience capacity ranging from 150 to 850 in an enclosed space beneath the domed Skyline Stage area, the theatre, known as The Yard at Shakespeare, will have the capability to project images onto the underside
Milwaukee Brewers get 'game changing' sports fan experience designed by BRC Imagination Arts
by Tom Anstey | 28 May 2015
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
Experience designer BRC reimagines Ford factory tour in US$4.7m makeover
by Tom Anstey | 05 Mar 2015
BRC Imagination Arts is the creative force behind the recent US$4.7m (€4.2m, £3m) revamp of the Ford factory tour, offering visitors a close-up look at the creation of the automaker’s F-150 pickup truck. The Ford Rouge Factory Tour, based at The Henry Ford complex in Dearborn, Michigan, now includes a Manufacturing Innovation Theatre to showcase the build process at the facility. The reimagined theatre is designed to immerse visitors into
BRC Imagination Arts wins major global design projects
by Luke Tuchscherer | 18 Nov 2009
BRC Imagination Arts, the US design firm, has won contracts for several global visitor attractions, including two pavilions at the 2010 World Expo in Shanghai, China. BRC will be designing the USA Pavilion and the Information & Communications Pavilions for the Expo. Two US projects comprise master planning work and exhibition updates at Kennedy Space Centre - including the Exploration Space exhibit that is due to open early next year
News stories: 1 - 13 of 13
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