BRC Imagination Arts

BRC Imagination Arts

BRC Imagination Arts is a Los Angeles–based experiential design firm renowned for creating themed attractions, museum exhibits, and brand experiences for clients such as Walt Disney Company, Universal Studios, Smithsonian Institution, NASA, and Coca-Cola. The company has collaborated with cultural institutions including the Metropolitan Museum of Art, entertainment parks like Six Flags, and corporations including General Motors and Samsung. Over its history the firm has engaged with international projects involving partners such as Expo 86, Expo 2000, and national museums in Canada, Japan, and United Kingdom.

History

Founded in 1981 by creative director Bob Rogers with early collaborators from productions linked to Disneyland, the company grew during the themed-entertainment expansion of the 1980s alongside firms such as Walt Disney Imagineering and Universal Creative. Early commissions connected the studio to legacy projects at institutions like the National Air and Space Museum and corporations including IBM and AT&T, while contemporaries included Ralph Appelbaum Associates and Thinkwell Group. During the 1990s and 2000s BRC expanded globally through projects for events such as Expo 86 and clients like Toyota, Mercedes-Benz, and Sony, aligning with the rise of immersive media technologies pioneered by companies including Industrial Light & Magic and Hewlett-Packard. Strategic collaborations and acquisitions in the themed-entertainment sector mirrored moves by companies such as Hyundai, Samsung, Panasonic, and Boeing to commission branded pavilions and exhibit design. The firm navigated sector shifts alongside heritage institutions like the British Museum and national projects in Canada and Australia, while contemporaries such as Giant Screen Films and Legoland influenced cross-disciplinary approaches. In the 2010s and 2020s BRC worked with franchises and intellectual property holders including Star Wars, Marvel Comics, Pixar, and Nickelodeon-associated attractions, interfacing with licensing bodies like Lucasfilm and The Walt Disney Company.

Services and Productions

BRC provides end-to-end services including creative direction, master planning, scriptwriting, multimedia production, film direction, exhibit fabrication, and project management, collaborating with technical vendors like Barco, Christie Digital Systems, and Sony Pictures Entertainment. The firm’s production capabilities encompass documentary filmmaking akin to work by National Geographic Society and BBC Studios, interactive media drawing on technologies from Microsoft, Apple, and Google, and theatrical staging comparable to productions by Cirque du Soleil and Broadway producers. BRC’s portfolio spans science centers such as California Science Center, cultural institutions like the J. Paul Getty Museum, corporate showcases for Intel and Microsoft, and branded pavilions for automotive firms including Ford Motor Company and General Motors. Its services reach clients in the leisure sector like Six Flags, Cedar Fair, and SeaWorld Parks & Entertainment, as well as museums tied to Smithsonian Institution and national archives akin to Library of Congress projects.

Notable Projects

Notable projects include collaborations on attractions and exhibits for organizations and events such as The Coca‑Cola Company pavilions, automotive showcases for General Motors at world expos, exhibits for the Smithsonian National Air and Space Museum, and themed experiences for Universal Studios Hollywood and Disney California Adventure. BRC created exhibits connected to historic topics curated by institutions such as the American Museum of Natural History, the Natural History Museum, London, and the Canadian Museum of History, while producing media for clients like NASA, European Space Agency, National Oceanic and Atmospheric Administration, and United Nations Educational, Scientific and Cultural Organization. Corporate and cultural commissions included work for technology brands IBM, HP, Cisco Systems, entertainment brands like Sony Pictures, and fast‑moving consumer goods companies such as Procter & Gamble. The firm’s international footprint featured participation in expositions and global events alongside organizations such as Expo 2000, Shanghai World Expo, and municipal cultural programs in cities like Los Angeles, Tokyo, Paris, Dubai, and Vancouver.

Corporate Structure and Leadership

The company was founded and led creatively by Bob Rogers, with an executive leadership comprising creative directors, producers, and designers who have engaged in partnerships with industry figures from Walt Disney Imagineering, former executives from Universal Studios, and consultants from agencies like Ogilvy and IDEO. Leadership roles have interfaced with boards and advisory panels including curators from the Smithsonian Institution, directors from the Metropolitan Museum of Art, and executives from corporations such as Coca‑Cola Company, Samsung Electronics, and Toyota Motor Corporation. The firm’s corporate operations have coordinated with fabrication partners in the themed-entertainment supply chain such as SimEx-Iwerks, Dynamic Attractions, and engineering firms tied to projects for NASA and national museums. BRC’s management structure reflects practices common to creative agencies and production companies like Foster + Partners and Gensler when delivering multidisciplinary cultural and commercial projects.

Awards and Recognition

BRC’s work has been recognized by industry bodies and award programs including the THEA Awards from the Themed Entertainment Association, international design honors from AIA-affiliated competitions, and museum awards associated with the American Alliance of Museums and the International Council of Museums. Projects have received accolades paralleling honors given to peers such as Ralph Appelbaum Associates, Gensler, and Thinkwell Group, with acknowledgments presented at industry events hosted by organizations like the IAAPA, SXSW, and Westec. The firm’s productions have been cited in trade publications alongside coverage of major attractions by Variety, The Hollywood Reporter, and Architectural Digest.

Category:Experience design firms Category:Companies based in Los Angeles