BRC Imagination Arts, an award-winning design and production company specialising in the creation of innovative brand and cultural experiences, is reflecting on the legacy of the Abraham Lincoln Presidential Library and Museum (ALPLM) in Springfield, Illinois, which has now been welcoming visitors for 20 years.
ALPLM opened on 19 April 2005. Two decades later, it is still one of the most popular presidential museums in the US, demonstrating the relevance of Abraham Lincoln’s story and the impact of immersive storytelling in public institutions.
Breaking with tradition
The institution’s goal was ambitious from the outset. This was not only to teach history, but also to engage people emotionally. The museum sought to pique the interest of school-aged children, elicit empathy from casual tourists, and reawaken civic pride among families travelling across the American heartland.
In 2025, most museums focused on the collection, conservation and display of objects in a predominantly academic and informational approach. The ALPLM team, however, aimed for something different. They wished to create a deeply resonant biographical museum through storytelling and experiential design.
BRC Imagination Arts was appointed to help deliver this vision. Leveraging its experience in theatrical design, cinematic storytelling, and visitor-focused experiences, the company looked beyond typical museum models to explore inspiration from theatre, film, and themed entertainment.
“We worked closely with the ALPLM team to imagine what a museum might feel like if it took guests on a story-driven journey,” says a spokesperson from BRC Imagination Arts, “one that immersed them in Lincoln’s life using music, lighting, dramatic staging, and emotional resonance.”
The underlying concept was ‘Lincoln as Job’. Like the biblical figure, Lincoln was a man of conviction and humility who became the leader of a country, only to face unthinkable challenges.
“This archetypal journey gave visitors a powerful lens through which to see themselves in Lincoln’s struggles. His personal and political burdens — the loss of a child, a grieving spouse, a fractured nation — become not just historical facts but deeply human experiences.”
Over 20 years, millions of people have visited the museum’s galleries, and many of them have been brought to tears by Lincoln’s compassion, tenacity, and wisdom. The experience remains relevant, particularly during times of national division, and stories of empathy, courage, and moral clarity offer solace to visitors during difficult periods.
Reshaping museum-making
When it first launched, the ALPLM drew criticism from some in the museum field for its unorthodox approach. Yet today, its influence is clear. The institution has helped bring in a new era of museum-making, where narrative, emotional connection, and experience are as vital as the objects.
Despite the wide-ranging changes in the intervening years, such as the rise of digital media and a more nuanced understanding of figures such as Mary Todd Lincoln, the museum’s mission remains unchanged. Its ongoing success is a powerful reminder that when museums connect with the human spirit, they endure.
This is evidenced by the flourishing museum bookshop, where visitors continue to seek out Lincoln biographies and history books long after their visit.
“At BRC, we’re proud to have contributed to that legacy. The ALPLM helped set the foundation for our Deep Story approach — crafting emotional journeys that inspire personal transformation,” says the company.
“Since then, we’ve continued to refine those methods in projects around the world, most recently at the United States Pavilion at Expo 2025 in Osaka.
“What began as an ambitious experiment has become a model for what museums can be. And as we celebrate the ALPLM’s 20th anniversary, we’re reminded that the best stories — like Lincoln’s — grow more meaningful with time.”
In May, BRC Imagination Arts celebrated as The Savannah College of Art and Design (SCAD) launched SCADstory at SCAD Atlanta. The immersive, 360-degree 4D experience combines powerful storytelling and advanced technology to take visitors on a journey of dreams and ambition.
