A Signature Flagship in Edinburgh
Brand Center Concept & Design, Art and Creative Direction
In 2020 Johnnie Walker’s 200th anniversary was marked with a £185million investment in whisky tourism across Scotland. The project’s centrepiece is the flagship Johnnie Walker Princes Street whiskey visitor experience, in the center of Edinburgh.
Eight floors are filled with bars, event spaces, views of the castle and story-rich and transformative guest experience.The Johnnie Walker Journey of Flavour tour is brought to life by guides, using technology and performing arts, immersion, sensory experience and storytelling. Every guest on that tour is served drinks tailored to their personal tastes, thanks to Diageo’s innovative FlavorPrint™ technology.
A multi award winning destination, it stands as one of the best new attractions in a city renowned for hospitality, and sets a new standard in how guests are welcomed and immersed in a world of flavour and storytelling.
for BRC Imagination Arts
visitor experience created, developed and produced by BRC Imagination Arts brcweb.com
for Johnnie Walker Princes Street
Over 25 Awards, including
2023 Thea Award for Outstanding Achievement, Brand Experience
2023 Icons of Whisky, Best Distillery Visitor Experience
2022 Muse Creative Awards, Silver, Experiential & Immersive—Retail
2022 Campaign Experience Awards, Commendation, Best Brand Experience B2C
2021 Green Tourism, Gold Award
The presence of Canada’s Indigenous Peoples has been dramatically expand at Fort Edmonton Park, Canada
Creative Director
The Indigenous Peoples Experience
THEA Award Winner 2022 - Outstanding Achievement - Heritage Center
ULI Americas Awards for Excellence Winner 2022
An essential element of Canada’s history was expanded at Fort Edmonton Park in a new interpretative and immersive attraction. The Indigenous Peoples’ Experience explores the story, history and beliefs of the First and Métis Nations, in first person voice.
Set in parklands with discovery trails, camps and a performance arbour, the experience’s centerpiece is an immersive cultural hall. Exhibit, immersive media and Indigenous interpreters will reveal the depth and richness of Indigenous culture focused on first person voice.
As Creative Director, the Indigenous experience was guided from Vision Plan through to Design, with appropriate community outreach. Final media, content and artisan exhibits were developed in conjunction with local partners and further consultation with over fifty Indigenous elders, historians and community members, as well as the participation and contribution of Indigenous artisans.
The experience opened in July 2021
for Fort Edmonton Park
Redevelopment of an Irish Whiskey brand center - Dublin, Ireland
Brand Center Design, Concept & Content Development
The newly renovated Jameson Distillery Bow St. provides the ultimate Jameson brand experience in its original home, connecting guests with the passionate people, innovative process, and indomitable spirit of Jameson Irish Whiskey.
Concept, planning and content development created for the redevelopment of Jameson whiskey’s birth place. The experience re-opened in 2017 and has since garnered international awards.
for BRC Imagination Arts
visitor experience created, developed and produced by BRC Imagination Arts brcweb.com
for Jameson Distillery Bow St
Awards
2018 Thea Award for Outstanding Achievement for Brand Experience - Themed Entertainment Association
2018 Thea Bronze Award in Corporate Communications and Storytelling - Themed Entertainment Association
2018 Gold Award for Immersive, Interactive and Intelligent Consumer Experience - Distilleries Masters
2018/2019 World’s Leading Distillery Tour - World Travel Awards
The presence of Canada’s Indigenous Peoples has been dramatically expand at Fort Edmonton Park, Canada
Creative Director
An essential element of Canada’s history was expanded at Fort Edmonton Park in a new interpretative and immersive attraction. The Indigenous Peoples’ Experience explores the story, history and beliefs of the First and Métis Nations, in first person voice.
Set in parklands with discovery trails, camps and a performance arbour, the experience’s centerpiece is an immersive cultural hall. Exhibit, immersive media and Indigenous interpreters will reveal the depth and richness of Indigenous culture focused on first person voice.
As Creative Director, the Indigenous experience was guided from Vision Plan through to Design, with appropriate community outreach. Final media, content and artisan exhibits were developed in conjunction with local partners and further consultation with over fifty Indigenous elders, historians and community members, as well as the participation and contribution of Indigenous artisans.
The experience opened in July 2021
A mutli-faith and scholastic exploration of the content and impact of the Bible - Washington DC, USA
Museum Design Concept & Content Development
The Museum of the Bible hosts one of the world’s largest collections of biblical artifacts and invites all to explore the history, impact and narrative of the Bible through a rigorous multi-faith scholastic lens.
Concept and content development created for ‘The Stories of the Bible’ takes guests on an immersive experience through the narratives of the Hebrew Bible (Old Testament) and the New Testament. The experience opened in 2017 and received international awards.
for BRC Imagination Arts
Visitor experience created, developed and produced by BRC Imagination Arts brcweb.com
for Museum of the Bible
Awards
2017 Voted Top 10 Best New Attraction - USA Today 10 Best Reader’s Choice
2018 Gold Award Winner for Best Museum Environment - Experience Design and Technology Award
2019 Thea Award for Outstanding Achievement
This 1920’s heritage based entertainment zone has expanded, with new rides and attractions, in a carnival setting - Fort Edmonton Park, Canada.
Creative Director
A new larger period-style Ferris Wheel and an outdoor maze adds to an entertaining mix of attractions and rides. A Games Alley has grown to include 1920’s themed high impact water and shooting games, along with updated game classics. An event tent allows for live entertainment, while a new build houses a kids’ Funhouse with slides and barrel, and a dark maze, the ‘Cabinet of Curios’; a custom period inspired Side Show with screams, tricks and effects.
The redesign is based on the fairway and attractions that visited Edmonton in the 1920's. Large sideshow banners, tivoli lighting, bunting and striped buildings balances the permanent location while evoking the feel of a tent carnival.
As Creative Director, the Midway was guided from Vision Plan through Design Detail, as well as the finishing touch of overseeing design and hand painting of period style signage, which included 35 large scale custom Side Show Banners.
The Midway opened in 2021.
A 1920's Cinema brings to Life the History of Canada - Edmonton, Canada
Attraction Design & Art Direction, Media Design & Production
This reconstruction of the Capitol Theatre at Fort Edmonton Park faithfully recreates the exteriors and interiors of this circa 1929 cinema.
The cinema is multi purposed for theatre productions and hosts a signature immersive experience ‘Northern Light, the Edmonton Journey’ that takes the audience on an emotive journey through 11,000 years of Edmonton’s history.
The Capitol Theatre opened to the public in August 2011.
for Artisan Design
client Fort Edmonton Park
see more Capitol Theatre show development
A sneak peek at a multimedia, iOS project.
Content Creation, Character Development, Storyboarding
This exciting children’s IP is currently under development. A group of key industry professionals are working together to craft a multi platformed gaming, animated and entertainment concept that combines the best of Hollywood Storytelling with the latest in Digital Interactive.
The team for this Top Secret Concept includes
creator & writer John King
digital producer Chris Spearpoint
writer & creator Miki Shelton
advisor Ralph Guggenheim (producer ‘Toy Story’ & Pixar founder)
producer Artisan Design
A multi-media experience in a 1920's cinema brings history to life - Edmonton, Canada
Show/Media Concept, Storyboards and Show Design
This reconstruction of the 1929 Capitol Theatre at Fort Edmonton Park included the development of a signature 180° experience ‘Northern Light, the Edmonton Journey’.
Starting with 1928 documentary footage of Edmonton, the theatre transforms as the silent movie freezes. Ice spreads across the walls, before melting and surrounding the audience in immersive media landscape.
‘Northern Light’ transports guests through 11,000 years of history; from ice age to the emergence of the Indigenous Nations, the arrival of Europeans and the fur trade boom, the founding of Edmonton - to the 1920’s, under the aurora borealis, and then back to the cinema auditorium.
Multi layered projection, snow effects, rumbling seats and moving sets, including a life size steam engine pulling onto stage, complete the immersive historical experience.
The Capitol Theatre opened to the public in August 2011.
producer Artisan Design
producer Matilda Entertainment
client Fort Edmonton Park
see more The Capitol Theatre master plan
A Norwegian museum explores local history, from iron-age to modern times - Veien Kulturminnepark, Norway
Museum Master Plan, Museum Design & Art Direction
On a historical site near Oslo with over 100 burial mounds this new building and exhibition explores local life and death rituals from Iron Age to Modern times.
'The three lives of Helene' uses a fictional character from the three time periods, media, image and artefacts to explore the differences in life's rituals. Her story compares iron age finds from the site's burial mounds, local family heirlooms and modern items, and is contrasted with documented histories of the areas residents.
Hringariki Cultural Heritage Park opened to the public in 2009
with Hybris (AS)
for Hringariki Veien Kulturminnepark
The history of Malaysia is brought to life in a vision that merges heritage, museum and live performance - Melaka, Malaysia
Attraction Master Plan, Design Development, Show/media Development
Melaka, a Unesco world heritage site, is a network of historic buildings and museums clustered around the remains of the fort and St Paul’s Church.
The addition of a night event explores the explosive history of Melaka and Malaysia, from founding, through invasion and colonial occupation, to independence.
An updated live water, fire and light spectacular, ‘Bahtera Merdeka’ will partner with a light and sound show, ‘Merdeka - the March to Freedom’, projected on the ruins of St Paul’s. The shows are centred around a night festival and market in the Sultans Palace and Gardens, creating a rich cultural and historic experience.
Malaysia Tourism and Melaka Alive started a phased implementation of the master plan, with ‘Bahtera Merdeka’ opening in 2014
with Artisan Design
for Melaka Alive
see more Melaka Church show development
Amsterdam, Netherlands
Attraction Master Plan & Design Development
The Heineken Experience underwent a major expansion and rejuvenation to accommodate growing numbers and to involve the visitor more fully in the process and story of brewing Heineken beer. This master plan involved re-planning in a listed heritage building and extensive concept work that set the redesign guidelines and attraction mix that were taken through to completion.
Re-opened to the beer drinking public in 2008.
for BRC Imagination Arts
visitor experience created, developed & produced by BRC Imagination Arts brcweb.com
client Heineken Experience
Awards
2008 THEA Award for Outstanding Achievement
2009-2014 voted “Best Tourist Attraction in Amsterdam” for 6 years in a row
2015 Certificate of Excellence Award
Sound and projection over historic fort exposes the colonial history of Malaysia - Melaka, Malaysia
Show/Media Concept and Storyboards
Content developed for a show to be 3D mapped on the ruins of St Paul’s Church and the walls of Governor’s House in Melaka. Projection, music and sound bring 550 years of history, from invasion to independence in 1957 to life.
Three military drummers – Portuguese, Dutch and British – start the show. Their shadows come to life and start a journey from occupation, to industry and immigration imposed under British rule, Japanese invasion and to Independence in 1957.
Iconic imagery and sound, without dialogue, was used to communicate to the many language groups that visit Melaka’s historic fort region.
for Artisan Design
client Melaka Alive
see more Melaka Alive master plan
Master plan for the redevelopment and expansion of Africa, in Norway’s largest animal park - Kristiansand, Norway
Zoo Master Plan & Design Development
The Kristiansand animal park is a combined zoological garden and amusement park situated on the outskirts of Kristiansand, Norway. It is the countries most frequently visited attraction, covering an area of 150 acres.
The redevelopment of the existing Africa section and adjacent areas necessitated expansive planning and concept design. These included new enclosures and environment development for lions and gorillas, and adaptation of the existing savannah enclosure.
The first phase of the vision was completed by Dyreparken in 2010 and redevelopment continues.
with Hybris (AS)
for Dyreparken
A tropical garden in Malaysia brings together myth, culture, nature and technology - Langkawi, Malaysia
Attraction Master Plan & Concept Development
Langkawi is an archipelago of tropical islands off the west coast of Malaysia. The 99 islands are renowned for their untouched beauty, dramatic landscapes and are a Unesco Geo-park and vacation destination.
Langkawi Paradise Gardens is a eco-park concept developed for the Langkawi Development Authority (LADA). It explores the islands unique natural, mythological and cultural offer in a series of immersive natural experiences, gardens and hotels, set beside the iconic sky car and bridge on the Gunang Mat Chinchang range.
with Artisan Design
for Langkawi Development Authority (LADA)
The rejuvenation of an ancient village merges history and life - China
Vision Master Plan
An ancient village, on the outskirts of a major Chinese city, was identified as a potential site to create a living historical destination. The concept combined historical sites, living museums and working farms and shops with multi-media experiences, retail and dining concepts and street performance—all developed around the changing agricultural seasons and yearly festivals.
The living museum on a series of canals would co-exist with the local population, so that modern village market life lives side by side with the traditions and lives of villages from the Qing period on.
for Artisan Design
with SBK Architects
SNAPSHOT PROJECTS
A media experience commemorates the contribution of Bud Selig to his favorite game and team - Wisconsin, USA
Attraction Concept and Planning
This new state-of-the-art attraction for the Milwaukee Brewers was created with, and then produced by, BRC Imagination Arts. The experience and exhibition honors the instrumental legacy of Bud Selig as he retires from his role of Major League Baseball Commissioner.
The Selig Experience includes authentic artifacts from Selig’s tenure as the Brewers owner and culminates in a surprising holovision encounter with the Commissioner. The multimedia homage immerses visitors in the history of their favorite team and celebrates the fervent loyalty shared by passionate Brewers fans.
The Bud Selig Experience opened to the public in 2015
for BRC Imagination Arts
visitor experience created, developed and produced by BRC Imagination Arts, brcweb.com
