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BRC Imagination Arts Lead Design and Production of Selig Experience at Miller Park


BRC Imagination Arts, an experience design agency that turns brands into destinations, is leading the design and production of the Selig Experience.

The Selig Experience at Miller Park honours the legacy of Milwaukee Brewers Founder and retiring Major League Baseball Commissioner Allan H. (Bud) Selig.

BRC Imagination Arts have created brand experiences for the world’s iconic brands and cultural attractions.  Brad Shelton, Creative Director at BRC Imagination Arts, says, “This exhibit is as much a celebration of the passionate Milwaukee Brewers fans as it is an homage to Commissioner .  We’re telling an emotional story of how the Brewers’ first fan brought professional baseball back to his friends and neighbors.  Whether they take a quick tour between innings or spend more time examining every detail, this is an immersive experience that no Brewers fan will forget.”

BRC Imagination Arts Lead Design and Production of The Selig Experience at Miller Park

The Selig Experience will tell the story of the Brewers’ founder and his role in saving Major League Baseball in Milwaukee.  Authentic artifacts from Selig’s time as the Brewers owner will be in display and the state-of-the-art main multimedia show creates a 3D encounter with Selig in his office 

Commissioner Selig says that he is “humbled that the Brewers will chronicle the remarkable journey of the franchise through a fan experience at Miller Park named in my honor .  The story of the Brewers revolves around the great sports fans of Milwaukee and Wisconsin, whose passion drove me to work toward bringing the National Pastime back to my hometown.  Given my affinity for history, I believe this exhibit will illustrate the extraordinary sense of community that the Brewers have always inspired.”

BRC Imagination Arts Lead Design and Production of The Selig Experience at Miller Park

Uihlein-Wilson Architects is also contributing to the initial design of the space for the Selig Experience.


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