Saturday, October 1, 2022

BRC awarded contracts to create brand experiences for Zoomlion (China) and Amore Pacific (Korea)

These wins underscore the trend of major international brands turning to experience designers to create branded visitor experiences to promote their brands and build stakeholder and customer loyalty. 

BRC is known for turning some of the world’s greatest corporate stories into engaging brand experiences, including the newly re-designed Heineken Experience, the Ford Rouge Factory Tour and the Empire State Building.

BURBANK, CA, November 7, 2011 — Zoomlion, a leading heavy equipment manufacturer in China, and Amore Pacific, Korea’s No. 1 cosmetics company and one of the Top 10 of its type in the world, have hired BRC Imagination Arts to create their first-ever visitor brand centers. One of the world’s leading creators of educational, entertainment, and brand experiences, BRC is known for turning some of the world’s greatest corporate stories into engaging brand experiences, including the newly re-designed Heineken Experience, the Ford Rouge Factory Tour and the Empire State Building.

“The struggling global economy has created the fiercest competition between companies in decades. Forward thinking brands recognize the importance of differentiating themselves from the competition by creating personal, one-to-one experiences that emotionally connect influencers, buyers, partners and customers directly to their brand,” said Greg Lombardo, Creative Director, Brand Experiences for BRC.

Zoomlion, based in Changsha, Hunan province, is China’s largest manufacturer of heavy equipment, from tower cranes to cement pumping trucks to earth-moving machinery. It has been experiencing exponential growth and plans to use its 100,000-square-foot brand center to position itself as the standard-bearer and owner of the construction machinery space. BRC is designing the center to focus not only on Zoomlion’s story, but also that of construction in China since ancient times.

Amore Pacific is a hugely popular brand in Korea and much of Asia focusing on Asian beauty using cosmetics made from all natural ingredients. They created the first door-to-door sales force in Korea and plan to use its 15,000-square-foot brand center not only to tell how they became the arbiters of Asian beauty but also to recruit new sales counselors.

“Both the Zoomlion and Amore Pacific brand centers will immediately tell visitors, ‘We are different, we are the innovators and leaders of our space,’” said Lombardo. “A great brand center can be used for business-to-business purposes, like recruiting new staff and drawing in business partners, while at the same time creating a lasting emotional connection between the brand and the consumer.”

Renowned for its story-driven approach to experience design, BRC turns corporate stories into experiences that bring brands to life in a way that today’s fragmented mix of online and traditional advertising simply cannot. By combining innovative story telling with the state-of-the-art technology and special effects techniques of themed entertainment, Hollywood, and Broadway, BRC-designed attractions immerse visitors in every aspect of a brand, forging a personal connection that delivers more impact than a traditional thirty second spot.

This month, BRC celebrates 30 years designing immersive experiences for world-class museums, branded attractions, visitor centers and world expo pavilions for a wide range of corporate, not-for-profit, city, regional development and government clients including China Mobile/China Telecom, Disney, GM, NASA, U.S. Pavilion Expos 2005 and 2010, and Volkswagen.

Since its founding, BRC has been honored with over 280 international awards for creative excellence including two Academy Award nominations and 17 Thea Awards for Outstanding Achievement for its museum exhibits and visitor attractions. BRC has offices in California, The Netherlands, the United Kingdom and China, and is currently engaged in projects in the United States, Asia, Europe, and the Middle East. For more information, visit

Judith Rubin
Judith Rubin
Judith Rubin ([email protected]) is a leading journalist, publicist, strategist, blogger, content marketing specialist and connector in the international attractions industry. She excels at writing about all aspects of design and technical design, production and project management. Areas of special interest include AV integration and show control, lighting design and acoustics, specialty cinema, digital video and world’s fairs. Judith has ties to numerous industry organizations. From 2005-2020 she ran communications, publications and social media for the Themed Entertainment Association (TEA). In 2013, she was honored with the TEA Service Award. She was development director of IMERSA, and co-chair of the 2014 IMERSA Summit. She was publicist for the Large Format Cinema Association in the 1990s, now part of the Giant Screen Cinema Association (GSCA) and has also contributed to the publications of PLASA, IAAPA and the International Planetarium Society. Already making her mark as a magazine and book editor, Judith joined World’s Fair magazine in 1987, which introduced her to the attractions industry. Launching as a freelancer in the mid 1990s she has contributed to dozens of publications and media outlets including Funworld, Lighting&Sound America, Sound & Communications, Urban Land, The Raconteur and The Planetarian. She joined InPark in 2010. Judith earned a Bachelor of Fine Arts from Pratt Institute. She has lived in New York City and the San Francisco Bay Area, and now makes her home in Saint Louis, where she is active in the local arts and theater community.

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