BRC Imagination Arts Selected as Experience Designer for Unique Sport Experience Heerenveen in The Netherlands

Will Inspire Visitors with the Culture, History, and Excitement of Sports

BURBANK, Calif.–(EMWNews)–BRC Imagination Arts, one of the world’s

leading creators of brand, entertainment, and educational experiences,

today announced it is working with Sportstad Heerenveen BV to design the

new Sport Experience Heerenveen (SEH), a state-of-the-art “experience

center” in The Netherlands. BRC is developing

the overall concept design, theme, and unifying story for the SEH.

Located in the Dutch province of Friesland (northeast of Amsterdam),

Heerenveen is considered Friesland’s capital

of sport. The SEH will appeal to the athlete and sport fan in visitors

of all ages and interests. It will feature a diverse array of guest

experiences designed to engage the body, mind, and emotions in unique

ways. Visitors will be able to immerse themselves in the world of sport

through multimedia presentations and one-of-a-kind interactive

experiences that propel them into action.

“Heerenveen already has so many assets that

have given it a wonderful reputation for sports among the Dutch,”

said Bart Dohmen, Managing Director, BRC Imagination Arts, BV. “As

the emotional centerpiece and where the spirit of sport comes alive, the

SEH will play a major role in extending the city’s

status beyond The Netherlands to sporting fans around the globe.”

The SEH will approach the story of sport from a global perspective,

embracing athletes of all abilities and sporting activities of all

types. The culture of sport in Friesland will appear as a sub-story

throughout. For locals, the Frisian thread will provide a familiar entry

point into the larger world of sports. For tourists, it will add a

unique spirit—the “Frisian

sauce”—to the

overall story.

“In Friesland, sport isn’t

just a part of life—it’s

a way of life. The culture of sport runs deep here and has taken on a

unique spirit shaped by the province’s

landscape, sporting history, and social values,”

said Tjisse Wallendal, Managing Director of Sportstad Heerenveen BV. “This

spirit is the inspiration behind the SEH, which we envision, in

partnership with BRC, as the centerpiece of a larger master plan that

will transform the area adjoining Heerenveen’s

city center into a world-class sport park, creating a leading tourism

destination.”

The overall theme developed collaboratively by BRC and the SEH team is: “Be

part of the world of sport; an inspiration for a Better Life.”

The center will consist of multiple visitor experience zones with

interactive exhibits and media presentations that make guests the star

of the action, including: Inspire; Connect; Cheer; Meet; Celebrate;

Play; Train; Innovate; Heal; Refuel; and Rejuvenate & Rest.

BRC’s world-class team of designers and

producers successfully pushes the boundaries of traditional experience

design to meet the high expectations of today’s

audiences. By combining terrific storytelling and impeccable scholarship

with a variety of technologically advanced communication tools, BRC

creates remarkable 21^st century experiences

that offer emotional, physical, and intellectual interactions. The

company immerses visitors into vastly diverse content including

historical figures and events, arts and sciences, cultural heritage, and

corporate culture and branding. In each of these scenarios, the company

has transformed the subject matter into experiences that amaze,

entertain, engage, and educate guests at the same time.

ABOUT BRC IMAGINATION ARTS

Founded in 1981, BRC Imagination Arts is the leader in the design,

creation, and production of innovative and immersive brand,

entertainment, and educational experiences. BRC’s

work has met with rave reviews from clients including the Abraham

Lincoln Presidential Museum, Adler Planetarium & Astronomy Museum,

Disney, The Empire State Building, Ford Motor Company, General Motors,

NASA, and Universal Studios. With offices in California, The

Netherlands, and the United Kingdom, BRC has the industry’s

best record for on-time, on budget performance, along with a proven

track record of project economic sustainability. Consistently exceeding

the expectations of clients and visitors alike, the company’s

projects have been honored with more than 250 international awards for

creative excellence, including two Oscar®

nominations and 14 Thea Awards for Outstanding Achievement. The company

is currently engaged in major projects in the United States, Europe,

Asia, and the Middle East. For more information, visit www.brcweb.com.

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