BRC-Designed Pavilions At 2010 World Expo In Shanghai Welcomed More Than 1.3 Million Visitors In May

The Widely Anticipated USA Pavilion Hosts 35,000 Guests Per Day; The Information and Communications Pavilion Presented by China Mobile and China Telecom Dazzles an Average of 12,000 Daily

Jun 04, 2010, 08:00 ET from BRC Imagination Arts

BURBANK, Calif., June 4 /PRNewswire/ -- Since the 2010 World Expo in Shanghai opened on May 1st, more than 1.3 million visitors have been entertained by the immersive guest experiences at two of the most popular pavilions: the USA Pavilion and the Information and Communications Pavilion (ICP), both of which were conceptualized, designed and produced by BRC Imagination Arts.

Renowned for its award-winning approach to experience design, BRC combines innovative story telling with state-of-the-art technology to help companies -- and even countries -- bring their brands to life and forge a personal connection with visitors.  This week, the USA Pavilion announced it had welcomed its one-millionth visitor, a staggering number of guests in such a short period of time that underscores the success of the BRC approach and the popularity of the USA Pavilion.

In the USA Pavilion, visually stunning and deeply moving experiences combine to showcase American culture, values, and innovation while celebrating the friendship and cooperation between the United States, China and the rest of the world. The Pavilion experience features appearances by Kobe Bryant, Tony Hawk, US Ambassador Jon Huntsman, Secretary of State Hillary Rodham Clinton, and President Barack Obama, among others.

"Our goal was to conceptualize and bring to life an emotional, sensory experience that would capture the imagination of visitors to the USA Pavilion," said Greg Lombardo, BRC's Director of Brand Development.  

BRC also created and produced the Information and Communications Pavilion, working closely with China Mobile and China Telecom, China's most prestigious telecommunications brands. Pavilion guests personally imagine a future in which Information Communication Technology (ICT) connects anyone, anything, at anytime and in nearly every way imaginable.  To achieve this experience, BRC created the world's first Multi-Dimensional Interactive Network Pavilion, combining state-of-the-art immersive digital media with personal interactive wireless network technologies and tactile ("4-D") special effects.

Christian Lachel, BRC vice president and ICP creative director noted, "Hosting more than 12,000 visitors per day, the Information and Communications Pavilion is certainly among the most popular corporate pavilions at the Shanghai World Expo. Visitors are giving the pavilion high ratings for the innovative way it combines a shared full-immersion, colorful dream story with the world's first personal ICT Mobile Device.  This breakthrough combination allows visitors moving through a high capacity attraction to personally and individually engage one-on-one with the shows and exhibits.  This is mass customization applied to experience design."

About BRC Imagination Arts

Now in its 29th year, BRC Imagination Arts is an international 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, China, and the United Kingdom, BRC has been honored with over 275 international awards for creative excellence including two Academy Award nominations, and 16 THEA Awards for Outstanding Achievement in themed entertainment. The company is currently engaged in major projects in the United States, Asia, Europe, and the Middle East.

NOTE TO EDITORS: background information, images and video clips of the presentations at the USA Pavilion are available at:  Information and images of the Information and Communication Pavilion are available here:

SOURCE BRC Imagination Arts