Chief Creative Officer
Christian Lachel
About
NAME: Christian Lachel
ROLE: Chief Creative Officer
BASED: Burbank, California
AT BRC SINCE: 1997
ROLE: Chief Creative Officer
BASED: Burbank, California
AT BRC SINCE: 1997
About Christian
A place earns its keep when people walk out different than they walked in.
Christian Lachel serves as Chief Creative Officer of BRC Imagination Arts, leading creative direction across brand homes, cultural attractions, entertainment destinations, and world expo pavilions. He builds places that move people and produce results clients can take to their boards.
Recent projects include the Johnnie Walker Experience on Princes Street, named the World’s Best Whisky Experience in 2024 and 2025, with an NPS of 92 and 98% brand conversion. He also led the USA Pavilion at Expo 2025 Osaka, the most awarded American pavilion in over 50 years, welcoming 1.9 million visitors.
Christian studied entertainment design and illustration at ArtCenter College of Design, where he later returned to teach, with further executive education from the Wharton School. He is a U.S. Navy veteran, Forbes Agency Council contributor, Harvard Business Review author, and Eventex Top 100 Global Event Leader. He speaks regularly at SXSW, Cannes Lions, and IAAPA
Great experiences don’t just impress people. They change them. My job is to design that change and then prove it happened with the numbers behind it.
– Christian Lachel
Highlights
Disciplines
Brand Homes, Flagships and Brand Experiences
Cultural Attractions and Museums
World Expo Pavilions
Sports and Music Halls of Fame
Entertainment Destinations
Cultural Attractions and Museums
World Expo Pavilions
Sports and Music Halls of Fame
Entertainment Destinations
Featured Projects
Johnnie Walker Princes Street, Edinburgh
USA Pavilion, Expo 2025 Osaka
Rock and Roll Hall of Fame
Jameson Distillery Bow St., Dublin
The Henry Ford Museum of American Innovation
Cailler Chocolate Parc
USA Pavilion, Expo 2025 Osaka
Rock and Roll Hall of Fame
Jameson Distillery Bow St., Dublin
The Henry Ford Museum of American Innovation
Cailler Chocolate Parc
First experience that moved me
As a student at ArtCenter, I worked on a Universal Creative project with Phil Hettema. That was the first time I saw what story, place, and craft can do together. I never looked back
Most Meaningful BRC project
Johnnie Walker Princes Street is the one I return to. We were asked to build a brand home on Edinburgh’s high street. What we created is the world’s best whisky experience, and a place locals genuinely love.
“Story is the most powerful technology we have. Experience is how we deliver it.”
– In his own words
Featured News
Clients
