BRC Imagination Arts, an award-winning design and production company specialising in the creation of innovative brand and cultural experiences, is celebrating as The Savannah College of Art and Design (SCAD) launches SCADstory at SCAD Atlanta.
The immersive, 360-degree 4D experience opened this week and combines evocative storytelling and world-class technology to take visitors on a journey of dreams and ambition. The attraction follows the university’s SCADstory in Savannah.
SCADstory Atlanta was developed in collaboration with BRC Imagination Arts and over 30 students, alumni, and faculty members from SCAD’s acclaimed degree programmes, which range from themed entertainment design and animation to graphic design, production design, visual effects, acting, interior design, and more.
Paula Wallace, SCAD president and founder, says: “The debut of SCADstory Atlanta feels like a homecoming — personally and professionally. After all, it was in Atlanta that I began my journey as a teacher, where the dream of SCAD first took flight.
“SCADstory brings that dream full circle, inviting guests to witness the wonder, joy, and creative spark that fuel every dream, especially those our brilliant students bring to SCAD. As we celebrate SCAD Atlanta’s 20th anniversary, SCADstory’s immersive 4D experience honors our past and confidently points to the future. Step inside and feel the magic!”
The innovative installation employs tools from Hollywood, Broadway, and themed entertainment industries to honour the university’s legacy. The first SCADstory in Savannah was designed by BRC, and the company employs several SCAD alumni.
Comprehensive art & design courses
SCAD’s MFA in themed entertainment design was the first course of its kind in the world, and brings together set development, live event production, and engaging story crafting. The distinctive degree programme includes architecture, new media, live theatre, and film, in addition to augmented and virtual reality, in an extensive curriculum that gives students the knowledge to design attractions from the ground up.
Blending technical expertise with aesthetic awareness, SCAD students become “architects of the imagination”, creating innovative immersive realities, attractions, video games, and mobile apps.
SCADstory Atlanta is free and open to visitors with a suggested donation of $5 to support student scholarships.
In March, BRC’s project Legend of Luna: A Great Wolf Story, at Great Wolf Lodge Perryville, Maryland, US, was honoured with the Thea Award for Immersive Show / Hotel Lobby Transformation – Limited Budget. In 2021, after an extensive transformation of its beloved woodland characters, Great Wolf Lodge engaged BRC to help bring these characters to life as part of a robust content strategy.
