USA: Happy Birthday! – 40 Years of BRC Imagination Arts

For four decades now, Burbank, California-based design and production company BRC Imagination Arts has been active in the global development of branded experiences. Founded in 1981 by CEO and industry icon Bob Rogers, the company’s portfolio includes well-known visitor attractions and projects such as NASA’s Kennedy Space Center Visitor Complex in Florida, the Jameson Distillery Bow. St. in Dublin/Ireland and The Ford Rogue Factory Tour in Michigan. For its 40^th anniversary, the company is presenting itself with a new brand identity including a new company logo.

Bob Rogers says: “Our goal as storytellers has always been to marry evergreen human emotions with the experiences that catapult people into the future. Telling the story of (in some cases) a centuries old brand while sensorially stretching the boundaries of what people thought was possible is what gets us out of bed in the morning and has for 40 years.” (also, of interest in this context: EAP magazine 1/2014). Christian Lachel, CCO and BRC veteran, added, “the accolades and awards that we’ve received over the years have been wonderful but standing in the background as people go through one of our experiences, watching the wonder take over their faces and in many cases, seeing a range of emotions from a tear to a moment of joy, that’s why we do what we do, and that is what drives us to keep pushing the needle forward.”

Most recently, BRC helped to bring the 200-year-old history of the Scottish whiskey “Johnnie Walker” to life, having been involved in the creation of the all-new Johnnie Walker Princes Street visitor experience in Edinburgh, Scotland, which opened last September. “BRC Imagination Arts has truly brought the vision of our visitor experiences to life,” said Anya Haarhoff, Global Luxury and Retail Director at Diageo, an international manufacturer of alcoholic beverages. She continues: “Their ability to go from concept to reality is astonishing. In some ways they have made the impossible, possible and in doing so, have given fans of our beloved and storied brands the chance to engage in ways that they will remember for a lifetime.”

Read more about this new whiskey brand world in our upcoming issue (EAP 6/2021, to be published early November). (eap)