In the Dutch province of Friesland, the culture of sport runs deep and is represented in a bold spirit shaped by the province’s unique landscape and rich history. This spirit is the inspiration behind Sport Experience Heerenveen (SEH), an action-packed experience center that will brand the city of Heerenveen as Friesland’s capital of sport.

BRC Imagination Arts collaborated with Sportstad Heerenveen BV to create a concept that for a top-caliber “destination attraction” that will serve as a magnet for locals and tourists from Europe and beyond. Visitors to the SEH will dive into the world of sport through a series of themed experience zones dedicated to inspiring the athlete and sport fan in everyone. Custom-designed interactive exhibits and media presentations will offer enticing entry points into the history, physiology, psychology and adrenaline-pumping excitement of sport, propelling visitors into the heart of the action.