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BRC Imagination Arts seleced as Experience Designer for Unique Sport Experience Heerenveen in the Netherlands


BRC Imagination Arts, one of the world’s leading creators of brand, entertainment, and educational experiences, today announced it is working with Sportstad Heerenveen BV to design the new Sport Experience Heerenveen (SEH), a state-of-the-art "experience center" in The Netherlands. BRC is developing the overall concept design, theme, and unifying story for the SEH.

Located in the Dutch province of Friesland (northeast of Amsterdam), Heerenveen is considered Friesland’s capital of sport. The SEH will appeal to the athlete and sport fan in visitors of all ages and interests. It will feature a diverse array of guest experiences designed to engage the body, mind, and emotions in unique ways. Visitors will be able to immerse themselves in the world of sport through multimedia presentations and one-of-a-kind interactive experiences that propel them into action.

"Heerenveen already has so many assets that have given it a wonderful reputation for sports among the Dutch, " said Bart Dohmen, Managing Director, BRC Imagination Arts, BV. "As the emotional centerpiece and where the spirit of sport comes alive, the SEH will play a major role in extending the city’s status beyond The Netherlands to sporting fans around the globe."

The SEH will approach the story of sport from a global perspective, embracing athletes of all abilities and sporting activities of all types. The culture of sport in Friesland will appear as a sub-story throughout. For locals, the Frisian thread will provide a familiar entry point into the larger world of sports. For tourists, it will add a unique spirit-the "Frisian sauce"-to the overall story.

"In Friesland, sport isn’t just a part of life-it’s a way of life. The culture of sport runs deep here and has taken on a unique spirit shaped by the province’s landscape, sporting history, and social values, " said Tjisse Wallendal, Managing Director of Sportstad Heerenveen BV. "This spirit is the inspiration behind the SEH, which we envision, in partnership with BRC, as the centerpiece of a larger master plan that will transform the area adjoining Heerenveen’s city center into a world-class sport park, creating a leading tourism destination."

The overall theme developed collaboratively by BRC and the SEH team is: "Be part of the world of sport; an inspiration for a Better Life." The center will consist of multiple visitor experience zones with interactive exhibits and media presentations that make guests the star of the action, including: Inspire; Connect; Cheer; Meet; Celebrate; Play; Train; Innovate; Heal; Refuel; and Rejuvenate & Rest.

BRC’s world-class team of designers and producers successfully pushes the boundaries of traditional experience design to meet the high expectations of today’s audiences. By combining terrific storytelling and impeccable scholarship with a variety of technologically advanced communication tools, BRC creates remarkable 21st century experiences that offer emotional, physical, and intellectual interactions. The company immerses visitors into vastly diverse content including historical figures and events, arts and sciences, cultural heritage, and corporate culture and branding. In each of these scenarios, the company has transformed the subject matter into experiences that amaze, entertain, engage, and educate guests at the same time.

Founded in 1981, BRC Imagination Arts is the leader in the design, creation, and production of innovative and immersive brand, entertainment, and educational experiences. BRC’s work has met with rave reviews from clients including the Abraham Lincoln Presidential Museum, Adler Planetarium & Astronomy Museum, Disney, The Empire State Building, Ford Motor Company, General Motors, NASA, and Universal Studios. With offices in California, The Netherlands, and the United Kingdom, BRC has the industry’s best record for on-time, on budget performance, along with a proven track record of project economic sustainability. Consistently exceeding the expectations of clients and visitors alike, the company’s projects have been honored with more than 250 international awards for creative excellence, including two Oscar® nominations and 14 Thea Awards for Outstanding Achievement. The company is currently engaged in major projects in the United States, Europe, Asia, and the Middle East. For more information, visit

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