“Ford Rouge Factory Tour draws on the inspirations of our past and the aspirations of our future.”
- Bill Ford, Chairman and CEO, Ford Motor Company

The Ford Rouge Factory Tour is the home of the new Dearborn Truck Plant. More than that, it’s the home of what William McDonough described as the “next Industrial Revolution – a new paradigm of productivity, based on the processes of nature.” Here BRC collaborated with industry leaders, the Henry Ford, and the Ford Motor Company to create a world-class experience that highlights the people, the product and the process of the Ford Legacy, and its commitment to the sustainable future of industrial manufacturing.

BRC Imagination Arts tells a magnificent story here – Ford Motor Company’s century-long commitment to sustainable design, with this place as its greatest achievement. The guest experience begins at the Henry Ford Museum, where a Bus Tour takes visitors on an experiential journey through the Rouge Plant. Guests arrive at the new Rouge Factory Tour Visitor Center (a Gold LEED¹ Building). This is a state-of-the-art presentation venue that offers two multi-screen theaters, numerous touch-screen interpretive displays, and an 80-foot-high observation deck overlooking the world’s largest living roof on the Dearborn Truck Plant. The guests then actually get to walk through a working assembly plant, highlighting the environmental benefits of modern production.

¹ LEED stands for Leadership in Energy & Environmental Design. It represents the US Green Building Council’s environmental metric for sustainable leadership.