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BRC Imagination Arts

@brcimaginationarts

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A global strategy, design, and production company that translates brand and cultural stories into transformative, human experiences.
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✨ Creating goosebumps: innovation in immersive experiences⁠ ⁠ “We have a duty to our audience to create goosebumps,” says Damian Norman, founder of @immerseldn. At blooloop’s 2026 Festival of Innovation, he joined Christian Lachel of @brcimaginationarts and Kate McConnell of @experiencethg to explore what makes a successful immersive experience.⁠ ⁠ Tap our link in bio to read all about it 🔗⁠ ⁠ #blooloop #FestivalOfInnovation #ImmersiveExperiences #ImmerseLDN #BRCImaginationArts #THGCreative #ExperienceDesign #AttractionDesign #BrandExperiences #ImmersiveEntertainment
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Where do I begin with @bobrogerscreates. Should I begin with the fact that he was the very first person to give me my first themed entertainment job as a writer when I joined @brcimaginationarts? Should I talk about the fact that he has always been a mentor and champion for all creatives throughout his storied career? Much of what I’ve learned in this industry is thanks to Bob. He helped me build the foundation to think deeply about story and the purpose it serves every single guest that walks into your experience. And now he has a book “Deep Story” that goes into all of his insights, knowledge, and wisdom. If you want to learn about story, learn from one of the masters who always puts story first. ✍️ 📖
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It’s no big secret that I am on an extended book tour promoting my own book, Floating Mountains. But I’m going to take this moment to promote a different book. Deep Story: A Complete Guide for Creating Transformational Visitor Attractions…by Bob Rogers. In case you don’t know Bob Rogers, he is one of the great masters of this industry and has written a very thorough and very well explained book for anyone who wants to work in any part of the theatrical immersive design world. My own book focuses primarily on conceptualization and creative collaboration, and is supported by stories from across the scope of my career, not only as a designer, but as an explorer and artist. Bob’s book, Deep Story, is an extremely thorough chronicle of his many successful projects, collected into a detailed step-by-step, guidebook for designers. Those people who have followed me on Instagram for a long time know that I believe that our work requires deep study and serious connoisseurship if it is to rise above the level of superficial entertainment. Bob’s book will give immensely valuable insights and valuable training to anyone who is seriously interested in immersive environmental storytelling. My wife, Melody Malmberg, who has written and edited multiple books related to the theme park world has read it cover to cover and found it to be exceptionally well written, as did I. Bob and I will be cross examining each other over our two books at the SATE Conference in New Orleans on October 13th. Deep Story: A Complete Guide for Creating Transformational Visitor Attractions by Bob Rogers is available on Amazon at https://www.amazon.com/dp/1963714156?lv=shuf&channelId=500&plpRedirect=mhFallback But it’s always better to go to your local bookstore, order through them, and tell them to stock it. Congratulations Bob. @brcimaginationarts
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We spoke with Bob Rogers, founder of BRC Imagination Arts, about his new book, DEEP STORY. A masterclass in experiential storytelling, DEEP STORY draws on his decades of leadership, sharing insights on what makes an experience transformative. What we uncovered in our conversation was a powerful tool—one that storytellers must use responsibly. Listen to the full podcast episode at the link in our bio.
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Yes, we have a new interview on the Tomorrow Society Podcast! I talked with Bob Rogers of @brcimaginationarts about his great new book DEEP STORY. We chat about his start at the Disneyland Magic Shop plus attractions like the Magic of Disney Animation and the Bird and Robot from Disney. If you check it out, I’d love to hear what you think! #bobrogers #deepstory #brcimaginationarts #tomorrowsocietypodcast
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❗️ Book Recommendation: DEEP STORY by Bob Rogers❗️ What makes a story truly memorable – and how can visitor experiences do more than simply entertain? ✨ Few people are better placed to explore this question than Bob Rogers, founder of @brcimaginationarts. Over several decades, he and his team have created visitor experiences for projects ranging from the NASA Kennedy Space Center Visitor Complex and the Abraham Lincoln Presidential Library and Museum to numerous World Expo pavilions. Ahead of its official release, we had the opportunity to read Deep Story – A Complete Guide to Creating Transformational Visitor Attractions – and today, the book is officially released! 📖 💡 One of the book’s particular strengths: it reframes proven concepts, connects ideas and repeatedly triggers that satisfying “Yes, that makes perfect sense” moment. A worthwhile read for anyone involved in creating meaningful visitor experiences. 🎢🏛️ ➡️ Link to the full review in our bio! #storytelling #themedentertainment #bookreview #eaptrademagazine #eapmagazin
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What does elevated luxury look like in China today? BRC’s @calster19 , @alicia.hungerford and @johnkingapeboy recently travelled to China on a fact-finding mission, exploring how the market is creating extraordinary luxury experiences rooted in culture, craft and place. A highlight was returning to our brand home project for @pernodricard , @thechuanwhisky . The Chuan was created with @neriandhu and joint execution partners @kingsmenexperience , with @brcimaginationarts responsible for the experiential design and rich storytelling that runs throughout the visitor journey, from the stories embedded within the experience to the way the whisky itself is presented and tasted. On this visit, the team experienced an incredible 11-course lunch and tasting menu inside the on-site, award-winning destination restaurant, celebrating local stories, ingredients, whisky and, crucially, terroir. The power of place is fundamental to The Chuan story. Its landscape, climate, local culture and ingredients aren’t simply the backdrop to the experience, they’re woven into the story of the whisky and brought to life throughout the guest journey. Returning offered a fascinating opportunity to experience that storytelling again, while exploring how expectations of luxury in China continue to evolve. Plenty of food for thought (quite literally), and a powerful reminder that the most memorable experiences don’t just happen somewhere. They belong there. #MagicWithHeart
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It was a pleasure and a privilege working with the team from BRC Imagination Arts on the renovation of the Herbert Hoover Presidential Library and Museum in West Branch, Iowa. The preview opening was fantastic. The museum will be open to the general public on August 6th! @brcimaginationarts
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Today I was lucky enough to rummage around and on top of ‘The Barnum Museum’ in Bridgeport CT. Devastated by tornado (!) in 2010, it’s back to structurally sound and working back to a restoration of the collection and experience. A nice day of work with Centaurs and Feejee Mermaids! #barnummuseum
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🚨NEW EPISODE🚨: We sit down with Bob Rogers of @brcimaginationarts to talk about his brand new book, Deep Story. We also dive into his personal journey in themed entertainment, how his philosophy was shaped and how he approaches storytelling in transformative experiences. This is a CANNOT miss episode! Link in bio!!! #bobrogers #brcimaginationarts #themeparkduopodcast #themedentertainment
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A Wiggli close up. She’s taking off for adventures across the US, landing at the horticultural expo in Minnesota in 2031. Glad to be part of Team Bee at BRC Imagination Arts. #wiggli #expo #bee #characterdesign #brcimaginationarts More info on Wiggli in the bio!
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