When visitors enter a themed environment, every detail—seen or unseen—shapes their journey into a new world. From a high-speed coaster winding through a mythical landscape to the wonder of stepping inside a beloved cinematic universe and the seamless blend of technology and storytelling, behind it all lies a delicate balance of design artistry, engineering, and innovation. Few companies comprehend this intersection like BRPH, a full-service planning, design, architecture and engineering firm.
With decades of expertise in experiential design, BRPH has become a powerhouse in the entertainment industry.
The firm delivers world-class experiences that blur the lines between fiction and reality. Originally rooted in aerospace, the firm has evolved into a leader in immersive design, bringing to life theme park lands, attractions, live entertainment venues, and cutting-edge guest experiences.
One thing that helps set BRPH apart is the team’s deep understanding of storytelling as the foundation of the guest experience. From working with creative teams to embedding with clients and integrating real-time virtual design technology, BRPH approaches every project as a collaborative partner, ensuring that creativity and constructability go hand in hand.
We speak to CEO Brian Curtin and Francisco Alvarado, VP and business unit leader for entertainment, about the firm’s evolution, key players, and recent landmark projects, including its work at Kennedy Space Center Visitor Complex and Universal Parks.
We also explore BRPH’s vision for the future, where storytelling, technology, and master planning converge to help shape the next generation of themed entertainment.
From space missions to theme park rides
In 1964, five years before the historic moon landing, three engineers at Cape Canaveral, Florida, decided to bring an architect onto their team and establish a new company, BRPH. Explaining how a firm with roots in aerospace came to be working on themed entertainment projects, Curtin begins by outlining the company’s journey so far:
“BRPH has a long-standing history in engineering and architectural design, but our journey into themed entertainment began in the 1980s with infrastructure projects for Disney in Orlando—things like back-of-house work, roads, bridges, and resort developments.”
As its expertise in architecture grew, a pivotal moment came in the mid-90s when BRPH merged its technical experience with the entertainment world through its work on Kennedy Space Center Visitor Complex.
“At the time, Delaware North had a vision to elevate Kennedy Space Center into a top-tier Central Florida attraction, and we became a key partner in that transformation. Over the past 30 years, we’ve master-planned, designed, and engineered experiences there that are truly one-of-a-kind, from immersive exhibits showcasing space travel to interactive simulations.”
Long-term partnerships
That success led to even more significant opportunities, he continues:
“Universal hired us during the development of Islands of Adventure to address highly technical work on portions of two major projects: Dueling Dragons and Poseidon’s Fury. These projects helped establish our reputation, and before long, we were also collaborating with SeaWorld, broadening our entertainment portfolio.”
By 2008, BRPH was frequently delivering projects for Universal, not just in Orlando but in Beijing as well, including Fast & Furious, Transformers, and other cutting-edge attractions that pushed the boundaries of guest experience and ride technology.
Most recently, the company’s relationship with Universal has expanded further through work on the new Epic Universe in Orlando.
“Our team’s ability to seamlessly integrate technical expertise with storytelling and immersive design is why we believe our clients view us as a go-to partner in the industry. The same precision and problem-solving skills we honed in aerospace now allow us to bring the impossible to life in entertainment.”
Helping to solve the impossible at BRPH
Reflecting on the perhaps unexpected similarities between the two sectors, Alvarado says:
“We take great pride in our aerospace roots—after all, not many firms can say they supported NASA during the mission to put a man on the moon.
“In my office, I have a quote from JFK: ‘We choose to go to the moon… not because it is easy, but because it is hard.’ That mindset—the drive to take on complex, unprecedented challenges—has been part of BRPH’s DNA from the beginning. While we weren’t designing the rockets, we were engineering the critical support facilities that helped make those missions possible.”
That same sense of mission has carried through to every sector the company works in today, including entertainment:
“Themed attractions may seem vastly different from aerospace, but in many ways, they share a fundamental challenge: pushing the limits of what’s possible.”
“We thrive on helping to solve complex problems, whether integrating ride systems into themed environments or executing a project on an aggressive timeline.
“Take Transformers: The Ride at Universal—while the ride system existed, it had never been designed and built in just 12 months before. Or a major theme park project that we worked on alongside the park operator as creative lead, which is essentially an outdoor dark ride with intricate storytelling elements woven into a high-speed roller coaster.”
“These are the types of challenges we embrace, and it all ties back to our origins in aerospace—where solving the impossible has always been our mission.”
An interdisciplinary approach
One of BRPH’s greatest strengths is the diversity of expertise within the team.
“We’re one of the few fully integrated architecture and engineering firms working in the themed entertainment space, giving us a unique advantage,” says Alvarado. “Our ability to bring in specialists—from structural and industrial engineers to construction experts—allows us to approach challenges from multiple perspectives.”
For example, if the team is tackling guest flow optimisation, they can consult an in-house industrial engineer. If they are designing a groundbreaking roller coaster, they can collaborate closely with in-house structural engineers and work directly with the ride manufacturer to ensure everything aligns seamlessly.”
“That interdisciplinary approach is what sets us apart, but so does our culture,” he adds.
“Many of our team members are truly passionate about this industry. They spend their weekends at theme parks, studying guest experiences firsthand, taking photos of queue designs, analysing sightlines, and discussing how subtle design choices shape the visitor journey. That constant curiosity fuels our innovation.”
The company also has a hospitality division, which allows it to blend storytelling with guest comfort—whether designing immersive attractions, luxury resorts, or branded experiences that connect with audiences on a deeper level.
“At BRPH, we believe that our clients’ success is our success. We don’t just see ourselves as designers or engineers—we’re partners in bringing their creative visions to life. That mindset, combined with our technical expertise and passion for storytelling, is why we believe so many of our clients continue to trust us with their most ambitious projects.”
Master planning at BRPH
Master planning is crucial to BRPH’s work because it lays the foundation for the entire guest experience.
“We have a dedicated master planner on our team in Orlando, Tim, who has worked on everything from large-scale resort communities to theme parks,” says Alvarado.
“What makes his approach unique is that he doesn’t just focus on land use and spatial efficiency—he thinks about the emotional journey of the guest. Where should moments of surprise and wonder happen? How do we design spaces that evoke curiosity, excitement, or anticipation?”
BRPH understands that immersive design isn’t just about what guests see—it’s about how they feel as they move through a space:
“Master planning isn’t just about plotting attractions on a map; it’s about orchestrating a seamless experience that engages all the senses. What does a guest hear as they turn a corner? How does a space feel underfoot? How do sightlines create anticipation for what’s coming next?
“By collaborating closely with our creative designers and architects, we ensure that our master plans don’t just maximise land use—they enhance storytelling, creating intuitive, engaging, and unforgettable environments.”
Tools of the trade
Over the past decade, BRPH has significantly invested in technology to enhance collaboration and streamline project execution.
“Early on, we recognised that traditional high-powered hardware quickly became obsolete as software evolved. Instead of constantly upgrading physical machines, our leadership team, including Brian Curtin, explored more sustainable and scalable solutions. That led us to adopt a cloud-based Virtual Desktop Infrastructure (VDI) system, transforming how we work.”
This technology allows the company to handle the immense computing demands of themed entertainment projects, which often involve highly complex models. A traditional office building might have six or seven models, whereas a single attraction can have 20 or more—sometimes even exceeding 30 when designing an entire theme park land.
The VDI system enables BRPH to scale resources dynamically, ensuring seamless performance without being limited by local hardware constraints.
“One of the biggest advantages is how it facilitates deeper collaboration with our clients,” says Alvarado. “Many of our clients prefer our team to embed directly with theirs, working alongside them in their offices.
“With VDI, we can do that seamlessly, providing real-time design updates while maintaining data security. It’s a game-changer for efficiency, mobility, and integration, allowing us to work from anywhere worldwide while staying fully connected to the project.”
Third Space
BRPH has always been known as a highly technical firm with a reputation for precision and efficiency.
“Our drawings are consistently sound, our permitting comments are minimal, and we believe our engineering expertise is second to none,” says Alvarado. “But a few years ago, we set out to elevate our design capabilities even further—to blend our technical excellence with deeper, more immersive storytelling across all the industries we serve.”
That’s how Third Space was born.
“Third Space isn’t a separate market; it’s an approach. Led by our co-chief creative leaders, Cristi Moore and Matthew Flores, it’s a collective of designers working across all BRPH offices to infuse projects with meaningful, experience-driven design.”
At its core, Third Space is about storytelling—helping clients translate their brand, mission, and values into physical spaces that engage and inspire.
“In the themed entertainment space, we’re fortunate to work with some of the world’s biggest operators, like Universal and Disney, who have internal creative teams dedicated to storytelling.
“However, we also collaborate with clients like SeaWorld Orlando and Kennedy Space Center Visitor Complex, where we play a larger role in helping to shape the guest experience. Third Space allows us to approach these projects holistically, ensuring that an attraction isn’t just a ride but an entire ecosystem of engagement.
“It’s about creating seamless transitions between the attraction, the retail space, and the dining experience, so guests feel fully immersed in the story from start to finish.
Staying ahead of the curve
Speaking about how BRPH makes sure that each project stands out in a crowded entertainment landscape, Alvarado says:
“Central Florida is the world’s theme park capital, and many of the most iconic attractions start here. What makes BRPH’s work stand out is that we’re often involved at the early stages—helping our clients take a bold new idea and turn it into reality.”
Whether collaborating on groundbreaking ride technology, designing the systems that make an attraction function seamlessly, or integrating a brand’s most valuable intellectual property into a themed environment, BRPH is there early on, working alongside its clients to help innovate.
“One of the biggest factors that sets us apart is trust. We believe the world’s leading entertainment brands entrust us with their most high-profile projects because they know we are not just a vendor—we are a long-term partner. We don’t chase projects; we foster relationships.”
The company’s flexibility and deep understanding of the entertainment industry allow it to navigate the inevitable changes that come with these large-scale projects.
“We embrace that challenge. Our job is to adapt, evolve, and collaborate with our clients so that when an attraction opens, it isn’t just another ride—it’s an unforgettable experience that pushes the industry forward.”
What’s next for BRPH?
Looking to the future, Alvarado says:
“While BRPH is best known for our work in theme parks and attractions, the lessons we’ve learned about guest experience are highly transferable across various industries. More and more organisations are looking to create experience-driven spaces, and we’re exploring exciting new opportunities that apply our expertise in immersive design beyond traditional entertainment.”
One example is the company’s continued work in the space and science sector. Building on its experience with Kennedy Space Center Visitor Complex, it recently secured a contract with the U.S. Space & Rocket Center, where it will serve as an on-call architecture partner.
“We’ve seen a shift in how space-focused institutions engage the public—moving away from static exhibits and toward interactive, storytelling-driven experiences that educate in a dynamic and engaging way.
“Take Gateway at Kennedy Space Center, for example: it’s not just a museum—it’s an immersive glimpse into the future of space travel. As commercial space tourism continues to evolve, we expect to see even more opportunities to blend education and entertainment in meaningful ways.”
Beyond aerospace, BRPH is also applying its expertise in guest experience to other experiential markets, such as science centres, zoos, and aquariums, he adds:
“We’re currently working with a leading zoo in North America on a new indoor exhibit that presents a unique challenge—designing an environment that considers both the guest experience and the well-being of the animals. These projects push us to think differently about immersion, storytelling, and interactive design.
“While our foundation remains in themed attractions, we’re taking what we’ve learned in that space and applying it in new, exciting ways. Whether helping to design the next great theme park attraction or transforming an educational space into an unforgettable experience, BRPH is focused on shaping the future of experiential design.”
