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Themed Entertainment : BRC Imagination Arts Congratulates Heineken on the Grand Opening of the New Heineken Experience


The new Heineken Experience, designed by BRC Imagination Arts, one of the world’s leading creators of entertainment and brand experiences, today celebrated its official Grand Opening. The newly reinvented attraction has been closed while it underwent an extensive renovation and expansion led by BRC.

To create the new Heineken Experience, BRC used 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. The journey through the New Heineken Experience pulls back the curtain and immerses visitors in every aspect of Heineken’s brewing process. At various points in the experience, guests can see, smell, touch, and taste everything—quality ingredients in the raw, the incomplete brew in progress, and the final pleasure of a finished Heineken.  Guests also experience brewing from the inside via a whimsical but factual special effects ride through the brewing process.

Renowned for its award-winning approach to experience design, BRC ( turns corporate stories into experiences that bring brands to life in a way that traditional advertising simply cannot. By combining innovative story telling with the state-of-the-art technology and special effects techniques of themed entertainment, Hollywood, and Broadway, BRC-designed attractions immerse visitors in every aspect of a brand, forging a personal connection that delivers more impact than a traditional thirty second spot.

“Corporations with valuable brands recognize the importance of connecting fans to the values and ideals associated with their company and products. BRC’s approach to Experiential Marketing and guest experience design turns branded attractions into one-of-a-kind destinations that resonate with guests for years. In a time when consumers are bombarded with thousands of media messages each day, the ability to create an attraction that cuts through fragmented impressions, and truly immerses a guest in a brand, is invaluable, ” said Bart Dohmen, Managing Director, BRC Imagination Arts, BV.

BRC has designed and produced branded attractions, visitor centers, tours, and world expo pavilions for a wide range of corporate, not-for-profit, city, regional development and government clients including Disney, Ford, GM, NASA, U.S. Pavilion Expos 2005 and 2010, and Volkswagen.

More information on the Heineken Experience, as well as the ability to book tickets online, can be found at

About BRC Imagination Arts

Founded in 1981, BRC Imagination Arts is the leader in the design, creation, and production of innovative and immersive educational, entertainment, and brand experiences. BRC projects have consistently exceeded the expectations of clients and visitors, and have a proven track record of economic sustainability and the industry’s best record for on time, on budget performance. BRC clients include Abraham Lincoln Presidential Museum, Adler Planetarium, Disney, Ford Motor Company, General Motors, NASA, Universal Studios, and The Empire State Building. With offices in California, The Netherlands, and the United Kingdom, BRC has been honored with over 250 international awards for creative excellence including two Academy Award nominations, and 15 THEA Awards for Outstanding Achievement in themed entertainment. The company is currently engaged in major projects in the United States, Europe, and the Middle East.

See also:
TEA Recognizes BRC Imagination Arts’ Projects, Executives

BRC Imagination Arts’ Bob Rogers to receive The Order of Lincoln, Illinois’ Highest Honor
BRC Imagination Arts seleced as Experience Designer for Unique Sport Experience Heerenveen in the Netherlands

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