BRC Imagination Arts Congratulates Heineken on the Grand Opening of the New Heineken Experience.BURBANK, Calif. -- The Heineken Experience The Heineken Experience is a museum about Heineken beer and its brewery, and is located in Amsterdam. The building was built as the first Heineken brewery in 1867. It was in use as a brewery until 1988. , designed by BRC BRC Black Rock City (Burning Man) BRC British Retail Consortium BRC Business Resource Center (Small Business Administration) BRC Bisexual Resource Center BRC Black Radical Congress Imagination Arts, one of the world's leading creators of entertainment and brand experiences, today celebrated its official Grand Opening. To create the new Heineken Experience, BRC used state of the art technologies to place visitors at the center of the rich history and family story that has made Heineken a world-class company. The journey through the New Heineken Experience pulls back the curtain and immerses visitors in every aspect of Heineken's brewing process. At various points in the experience, guests see, smell, touch, and taste everything--quality raw ingredients, the incomplete brew in progress, and the final pleasure of a finished Heineken. Guests also experience brewing from the inside via a whimsical but factual special effects special effects, in motion pictures, cinematographic techniques that create illusions in the audience's minds as well as the illusions created using these techniques. ride through the brewing process. Renowned for its award-winning approach to experience design, BRC (brcweb.com) turns corporate stories into experiences that bring brands to life in a way that traditional advertising simply cannot. By combining innovative story telling with the state-of-the-art technology and special effects techniques of themed entertainment, Hollywood, and Broadway, BRC-designed attractions immerse im·merse tr.v. im·mersed, im·mers·ing, im·mers·es 1. To cover completely in a liquid; submerge. 2. To baptize by submerging in water. 3. visitors in every aspect of a brand, forging a personal connection that delivers more impact than a traditional thirty second spot. "Corporations with valuable brands recognize the importance of connecting fans to the values and ideals associated with their company and products. BRC's approach to Experiential Marketing Experiential marketing is a methodology, a concept that moves beyond the traditional “features-and-benefits” marketing. Experiential Marketing connects consumers with brands in personally relevant and memorable ways. and guest experience design turns branded attractions into one-of-a-kind destinations that resonate with guests for years. In a time when consumers are bombarded with thousands of media messages each day, the ability to create an attraction that cuts through fragmented impressions, and truly immerses a guest in a brand, is invaluable," said Bart Dohmen, Managing Director, BRC Imagination Arts, BV. BRC has designed and produced branded attractions, visitor centers, tours, and world expo pavilions for a wide range of corporate, not-for-profit, city, regional development and government clients including Disney, Ford, GM, NASA NASA: see National Aeronautics and Space Administration. NASA in full National Aeronautics and Space Administration Independent U.S. , U.S. Pavilion Expos 2005 and 2010, and Volkswagen. ABOUT BRC IMAGINATION ARTS Founded in 1981, BRC Imagination Arts is the leader in the design, creation, and production of innovative and immersive educational, entertainment, and brand experiences. BRC projects have consistently exceeded the expectations of clients and visitors, and have a proven track record of economic sustainability and the industry's best record for on time, on budget performance. BRC clients include Abraham Lincoln Presidential Museum, Adler Planetarium The Adler Planetarium and Astronomy Museum in Chicago, Illinois was the first planetarium built in the Western Hemisphere and is the oldest in existence today.[1] , Disney, Ford Motor Company, General Motors, NASA, Universal Studios, and The Empire State Building. With offices in California, The Netherlands, and the United Kingdom, BRC has been honored with over 250 international awards for creative excellence including two Academy Award nominations, and 15 THEA The´a prop. n. 1. (Bot.) A genus of plants found in China and Japan; the tea plant. Noun 1. Thea - (Greek mythology) the Titaness who was mother of Helios and Selene and Eos in ancient mythology Theia Awards for Outstanding Achievement in themed entertainment. The company is currently engaged in major projects in the United States United States, officially United States of America, republic (2005 est. pop. 295,734,000), 3,539,227 sq mi (9,166,598 sq km), North America. The United States is the world's third largest country in population and the fourth largest country in area. , Europe, and the Middle East. For more information, visit www.brcweb.com. |
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