BRC Imagination Arts, an experience design agency that Turns Brands Into Destinations™, has created a new immersive theatrical experience at the Ford Rouge Factory Tour Experience, Dearborn, Mich..
BRC Imagination Arts has worked with The Henry Ford and The Ford Rouge Factory Tour for over a decade to create their popular visitor destinations. In 2014, TripAdvisor recognised the Ford Rouge Factory Experience with a Certificate of Excellence and named The Henry Ford as one of the Top 25 museums in the US.
The Manufacturing Innovation Theater celebrates the engineering achievements that went into the development of the 2015 Ford F-150 truck. Named ‘Truck of the Year’ at the Detroit Auto Show, the F-150 has been engineered to be a stronger, smarter and lighter vehicle with a high strength, military grade, aluminium-alloy body helping to deliver up to 20% better fuel efficiency than the previous year’s model.
At the Manufacturing Innovation Theater, visitors will be immersed in the story of the innovative manufacturing process that transforms a concept into an on-the-road vehicle. This multisensory experience combined storytelling with state of the art media and technical effects.
Christian Lachel, executive creative director and vice president of BRC Imagination Arts, explains, “The automotive industry is going through a major transformation right now as it faces a new decade of more stringent fuel efficiency requirements. Ford took a huge leap ahead of the pack with the new F-150. The Manufacturing Innovation Theater tells this inspiring story about human ingenuity, technological innovation and the future of 21st century manufacturing and transportation in a way that touches visitors emotionally and makes them say ‘Wow!’.”