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BRC Imagination Arts Creates Baseball Fan Experience at Miller Park


Experience design agency, BRC Imagination Arts and baseball team, the Milwaukee Brewers, have opened a new fan experience at Miller Park.

"The Selig Experience" pays tribute to Commissioner Emeritus and former Brewers Owner Allan H. (Bud) Selig and his determination to keep a major league team in the city he loves.

BRC Imagination Arts has developed experiences for iconic brands worldwide including “The Heineken Experience” and “The World of Coca-Cola”.  For "The Selig Experience" the company says they discovered  “an incredibly rich and compelling narrative” to work with.

“As lifelong baseball fans, we jumped at the chance to work with the Milwaukee Brewers and Bud Selig to bring this exceptional story to life, ” reports Brad Shelton, creative director at BRC Imagination Arts. “Our goal from the beginning has been to create an experience that will thrill every fan of Milwaukee baseball.”

BRC Imagination Arts Creates Baseball Fan Experience at Miller Park.The exhibit, which will be open to the public during all Miller’s home games, uses a three-screen media presentation with special effects to tell the highs and lows of the team’s story. Narration is provided by long-time team announcer Bob Uecker. Crafting a truly immersive experience required the design and integration of state-of-the-art LED theatrical lighting systems, multi-screen HD projections, and custom stage illusions.

Milwaukee Brewers Chief Operating Officer, Rick Schlesinger, explains, “We wanted to honour (Selig) for all he's done for the Brewers and baseball, and Doug Melvin came up with (the) idea of recreating Selig's old office and going back in time and experiencing Bud’s journey for ourselves. (We) decided to go further and bolder by incorporating a museum-quality experience. That’s when we called BRC Imagination Arts. I had seen their work at the Abraham Lincoln Presidential Library and Museum, and knew that they could pull it off. They did that and more, taking a germ of an idea and turning it into an immersive, multimedia experience that celebrates Bud, and, more importantly celebrates the incredible baseball fans of Wisconsin.”

Shelton adds: “As we dug into the incredible dramatic arc of Bud’s career, we discovered that the power of Bud’s story is that it really is a story about the fans – nothing he was able to accomplish would have been possible without them. And that made his story – their story – one filled with passion, struggle, and heart.  We’re honoured to get to be a part of it.”

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