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BRC IMAGINATION ARTS SELECTED AS EXPERIENCE DESIGNER FOR FLORIADE 2012 VENLOStory-Driven Approach Will Provide Lasting Impression for release date: November 14, 2007 BURBANK, CA – BRC Imagination Arts, one of the world’s leading creators of educational, entertainment, and brand experiences, today announced it is working with the Dutch Horticulture commission as the experience designer for Floriade 2012 Venlo. BRC is developing the overall concept design, theme, and unifying story for the famous Expo, which is held every 10 years and is planned for 2012 in The Netherlands. “As the creative master planner, it’s a fantastic opportunity to be working with the team on the world’s best-known horticultural exhibition to develop a truly transforming, even life-changing experience for visitors,” said Bart Dohmen, Managing Director, BRC Imagination Arts, BV. “Floriade 2012 Venlo will encourage a lasting appreciation of and desire for horticulture and the products and benefits it provides. Our goal is to showcase the Venlo region in such a way that it will increasingly become a destination for leisure and business for years to come, providing long-term economic and environmental sustainability.” The name Floriade originates from the Latin word “floriat,” which means designing flowers. The Venlo region encompasses the towns of Horst aan de Maas, Venray, Helden, and Gennep. 2012 marks the first time the exhibition will not be held in the metropolitan Randstad area, comprising the cities of Amsterdam, Utrecht, The Hague, and Rotterdam. The Northern Limburg region, to which Venlo belongs, is the second largest horticultural region of The Netherlands. “Floriade 2012 Venlo will be a unique and exciting experience based on the contributions of horticulture to our quality of life, combined with the local landscape and culture,” said Paul M.R. Beck, Executive Director, Floriade 2012. “The Expo will inspire and attract audiences of all ages and cultures by presenting innovative and authentic information in exciting and memorable ways that are personal and relevant to everyone that comes to Venlo for this once in a decade celebration.” The 2012 theme developed collaboratively by BRC and the Floriade team is: “Be part of the theatre in nature; get closer to the quality of life.” Further, the five components of the overarching theme include:
Visitors to Floriade 2012 Venlo will first pass through a colorful, magical Welcome Garden, then enter the impressive Nature’s Theatre, which will act as the central Floriade hub. From there, guests will have the option of visiting multiple “Experience Zones,” touching upon a variety of topics including life, local and world connections, the seasons, and community. With a world-class team of designers, project managers, and production staff, BRC is one of the most respected and creative experience design companies in the world, reinventing the way its clients educate, entertain, and inspire visitors of all ages. Renowned for its “Showmanship Meets Scholarship”™ approach to design, BRC combines innovative story telling with the state-of-the-art technology and special effects techniques of themed entertainment, Hollywood, and Broadway. ABOUT BRC IMAGINATION ARTS Founded in 1981, BRC Imagination Arts is the leader in the design, creation, and production of innovative and immersive educational, entertainment, and brand experiences. BRC projects have consistently exceeded the expectations of clients and visitors, and have a proven track record of economic sustainability and the industry’s best record for on time, on budget performance. BRC clients include Abraham Lincoln Presidential Museum, Adler Planetarium, Disney, Ford Motor Company, General Motors, NASA, Universal Studios, and The Empire State Building. With offices in California, The Netherlands, and the United Kingdom, BRC has been honored with over 250 international awards for creative excellence including two Academy Award nominations, and 12 Thea Awards for Outstanding Achievement in themed entertainment. The company is currently engaged in major projects in the United States, Europe, and the Middle East. For more information, visit www.brcweb.com. # # # Media contact: |
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