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Audiovisual Technology: The Heineken Experience Wins THEA Award for Outstanding Achievement


Related:  Heineken Experience Wins Top Honors at 2009 AV Awards / A short history of the videowall

Heineken Experience, which has welcomed more than 400, 000 visitors since unveiling its newly redesigned visitor experience in December 2008, has been recognized with a Thea Award for Outstanding Achievement at the 16th Annual Thea Awards Gala.
Designed and produced by BRC Imagination Arts,  the Heineken Experience incorporates state of the art technologies to place visitors at the center of the rich history and family story that has made Heineken a world-class company. In designing The Heineken Experience, BRC sought to pull back the curtain and immerse visitors in every aspect of Heineken’s brewing process. At various points in the experience, guests see, smell, touch, and taste everything—quality raw ingredients, the incomplete brew in progress, and the final pleasure of a finished Heineken.
Awarded by the TEA (, a non-profit association representing the world’s leading creators, developers, designers, and producers of compelling places and experiences, the annual Thea Awards recognize achievement, talent, and personal excellence within the themed entertainment and experience design industry worldwide.
Bart Dohman, Managing Director of BRC Imagination Arts in Europe noted, “In an age where consumers are increasing overwhelmed with media messages, BRC’s ability to deliver an immersive and memorable experience that turns passive consumers into enthusiastic fans is invaluable brand marketing.”
BRC clients include Abraham Lincoln Presidential Museum, Adler Planetarium, Disney, The Empire State Building, Ford Motor Company, General Motors, NASA, and Universal Studios, . With offices in California, China, The Netherlands, and the United Kingdom, BRC is currently engaged in major projects in the United States, Asia, Europe, and the Middle East, including the design and production of the Information and Communications Pavilion and the USA Pavilion, two of the most highly-anticipated pavilions at the Shanghai World Expo 2010.
BRC Imagination Arts designs and produces branded attractions, visitor centers, tours, and world expo pavilions for a wide range of corporate, not-for-profit, city, regional development and government clients. By combining innovative story telling with the state-of-the-art technology and special effects techniques, BRC-designed attractions immerse visitors in every aspect of a brand, forging a personal connection and bringing brands to life in a way that traditional advertising simply cannot.
Over the years, BRC projects have been honored with more than 275 international awards for creative excellence, including two Oscar® nominations.

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