What BRC Imagination Arts does

BRC Imagination Arts is a privately held, Burbank-based experiential design firm founded in 1981 by former Disney Imagineer Bob Rogers. The company provides full-service strategy, design, and production for brand homes, cultural attractions, museums, sports and music venue tours, innovation centers, and world expo pavilions, serving global enterprise clients such as Diageo (Johnnie Walker Princes Street, Jameson Bow St., Glenkinchie), The Absolut Company (Absolut Home), The Henry Ford, Rock & Roll Hall of Fame, Ryman Auditorium, Las Vegas Raiders, Illinois Holocaust Museum, SCAD, AMOREPACIFIC, and the U.S. Department of State (USA Pavilion at Expo 2025 Osaka and Expo 2031 Minnesota). Its core technology centers on a proprietary 'Deep Story' methodology and 'Magic with Heart' philosophy, combined with multi-sensory theatrical environments, immersive media production, custom multi-channel audio, acoustically transparent screens, and high-frame-rate specialty cameras capable of shooting up to 1,000 frames per second.

Revenue is generated through bespoke, large-scale professional services engagements — strategy, concept development, immersive media production, theatrical design, environmental graphics, and installation — with project-specific quotes rather than published pricing. The firm operates as an enterprise sales-led business, acquiring clients via direct relationships, RFPs, conference presence (SXSW, Cannes Lions, TEA Inspire, London Experience Week), earned media, the Masters of Storytelling podcast, and industry awards. BRC has remained independently owned and funded since founding, with no external capital; in June 2026 it completed a 15-year planned ownership transition to four internal leaders (Christian Lachel, Carmel Lewis, Matthew Solari, Brad Shelton) while founder Bob Rogers remains an active creative advocate. The firm operates globally across six continents, with 101-250 employees, and reports over 400 industry awards and 500+ global honors including Academy Award nominations.

Name

BRC Imagination Arts

Legal name

BRC Imagination Arts

Website

https://brcweb.com

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

51–100 employees

Short description

BRC Imagination Arts is a privately held, Burbank-based experiential design firm founded in 1981 that creates immersive brand homes, museums, cultural attractions, and world expo pavilions for global enterprise clients using its proprietary 'Deep Story' storytelling methodology.

Ownership category

akta.pro rank

Product category

Experiential Design Services

NAICS

Arts, Entertainment, and Recreation (71), Performing Arts, Spectator Sports, and Related Industries (711), Interior Design Services (54141)

SIC

Services-Motion Picture & Video Tape Production (7812), Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Exhibition, Retail & Experiential Design (BPAHAKAL)

akta.pro secondary industry

Integrated Full-Service Creative Agencies (MPAAAAAA)

Keywords

• Experiential design services
• Immersive experience design
• Brand home experiences
• Museum exhibit design
• World expo pavilions

Headquarters

HQ city

Burbank

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Experiential Design and Production Services: BRC generates revenue through full-service strategy, design, and production contracts for brand homes, cultural attractions, museum transformations, distillery experiences, sports venue tours, and world expo pavilions. Projects are custom, large-scale, and typically one-time engagements with enterprise and cultural institution clients. The company has remained independently owned for 45 years with no external funding.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

BRC Imagination Arts is a full-service strategy, design, and production company that creates immersive physical experiences for global brands and cultural institutions. The firm delivers end-to-end work — concept development, immersive media and film production, theatrical and environmental design, AV installation, and technical training — across brand homes (distillery tours, flagship destinations), museums, cultural attractions, sports and music venue tours, corporate innovation centers, and international World Expo pavilions.

Product overview

BRC Imagination Arts is a full-service strategy, design, and production company specializing in experiential marketing and immersive experience design. The company operates across six primary service offerings: Brand Homes & Flagships (immersive brand destinations such as Johnnie Walker Princes Street, Jameson Distillery, and Absolut Home); Cultural Attractions & Museums (including Rock & Roll Hall of Fame and Illinois Holocaust Museum); Film & Immersive Media Production (multi-sensory cinematic experiences); Innovation & Vision Centers (corporate visitor experiences); Sports & Music Experiences & Tours (venue tours for stadiums and music halls); and World Expos & Global Events (international pavilion design including USA Pavilion at Expo 2031). The company also produces content series including the Masters of Storytelling podcast and BRC Book Club. With over 40 years of experience and more than 400 awards, BRC creates story-driven experiences that transform audiences into advocates.

Differentiator

Problem solved

Functional benefit

Brands

• Masters of Storytelling: A podcast about legendary people, ideas, and strategies that have redefined storytelling across every medium.
• BRC Book Club

Products and services

• Brand Homes & Flagships Full-service strategy, design, and production of immersive brand destinations that celebrate brand origin stories, processes, and key narratives. Includes distillery experiences, brand flagship locations, and visitor centers for global enterprise brands (e.g., Johnnie Walker, Jameson, Absolut, Horse Soldier).
• Cultural Attractions & Museums Transformative museum and cultural attraction experiences designed to engage visitors through storytelling, immersive media, and theatrical design. Includes museum transformations, exhibit design, immersive galleries, and holographic testimony installations for cultural institutions (e.g., Rock & Roll Hall of Fame, Illinois Holocaust Museum, The Henry Ford).
• Film & Immersive Media Production Custom multi-sensory cinematic experiences and immersive media productions, including large-format films (e.g., up to 200-degree), theatrical presentations, specialty high-speed camera capture up to 1,000 fps, and multimedia installations for brand homes, museums, and venue tours.
• Innovation & Vision Centers Corporate visitor experiences and innovation spaces designed to showcase a company's values, history, and forward-thinking initiatives. Includes brand storytelling galleries and immersive theaters for employee onboarding and stakeholder tours (e.g., AMOREPACIFIC Story Garden).
• Sports & Music Experiences & Tours Behind-the-scenes immersive tours and entertainment experiences for sports venues, music halls, and entertainment destinations (e.g., Las Vegas Raiders Allegiant Stadium Tour, Ryman Auditorium & Grand Ole Opry backstage tour redesign, Great Wolf Lodge themed attractions).
• World Expos & Global Events Creative design and immersive experience development for international exposition pavilions and global events, including official creative partnership for the USA Pavilion at Expo 2031 Minnesota (29,000 sq ft), Expo 2025 Osaka USA Pavilion design team, and Wiggli mascot design with HiveTracks.

Quantifiable outcome

• Tour attendance increased by 300% following BRC redesign at Grand Ole Opry/Ryman Auditorium
• +4 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• AtharXcoreStrategic or Co-development Partner · 15 June 2026A long-term strategic partnership between BRC Imagination Arts and AtharX, a Saudi-headquartered experience design studio, to deliver exceptional cultural experiences across Saudi Arabia's rapidly expanding museum, heritage, and tourism sectors. The partnership combines AtharX's deep Saudi cultural intelligence and local leadership with BRC's four decades of global experience design. It directly supports Saudi Vision 2030's goals to attract 150 million annual visitors, contribute 10% of GDP through tourism, and establish the Kingdom as a globally recognized cultural destination. The partnership spans national and regional museums, heritage sites and cultural districts, tourism and destination experiences, and immersive and media experiences, with a commitment to knowledge transfer and growth of local creative capacity.

Scale indicators4 records

Direct peers

• ESI Design: ESI Design is an experience design and digital media firm creating interactive museums, brand environments, and visitor centers. Direct overlap with BRC on cultural institutions, museum transformations, and corporate visitor experiences for enterprise and institutional clients.
• Ideum: Ideum designs and fabricates interactive exhibits, touch-based installations, and immersive environments for museums, zoos, and cultural attractions. Comparable to BRC on interactive exhibit design for cultural institutions and brand experience environments.
• Thinkwell Group: Thinkwell Group is a strategy, design, and production firm specializing in theme parks, museums, brand experiences, and cultural attractions globally. It competes directly with BRC in the brand-home and museum experience design space and serves many of the same enterprise and government client types.
• Stufish Entertainment Architects: Stufish is a London-based entertainment architecture practice designing iconic theaters, immersive venues, and live experience environments for Cirque du Soleil, concerts, and brand experiences. Highly comparable on theatrical/immersive design for premium clients across entertainment and brand worlds.
• Luci Creative: Luci Creative designs and produces immersive museum exhibits, branded environments, and visitor experiences for cultural institutions and Fortune 500 clients. Direct overlap with BRC on museum transformations and brand visitor center design, particularly for science centers and cultural institutions.
• RWS Entertainment Group: RWS Entertainment Group is an experiential design-build firm producing themed environments, theatrical installations, and immersive attractions for theme parks, museums, and brand destinations. Direct overlap with BRC on multi-sensory immersive theater and story-driven physical experience design.
• Ralph Appelbaum Associates: Ralph Appelbaum Associates is a leading museum and exhibit design firm responsible for major cultural institutions including the National Museum of African American History. Directly comparable to BRC's Cultural Attractions & Museums practice and client base of museums and cultural institutions.
• Jack Rouse Associates: Jack Rouse Associates is a themed entertainment and experience design consultancy with deep roots in the themed entertainment industry. Comparable to BRC as a strategic and creative partner for major brand destinations, theme parks, and immersive cultural projects.

Broad incumbents

• Disney Imagineering: Walt Disney Imagineering is the in-house creative arm of Disney designing theme parks, themed attractions, and immersive entertainment globally. Comparable as the broader category incumbent in immersive experience design, though it serves Disney properties rather than external enterprise clients.

Emerging players

• Unified Field: Unified Field is a New York-based experiential design firm producing immersive brand activations, brand experiences, and digital-physical installations. Comparable to BRC's Innovation & Vision Centers and brand experience offerings, with stronger emphasis on emerging digital-physical integrations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/brc-imagination-arts

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about BRC Imagination Arts