Attractions industry news

26 Mar 2021

Christian Lachel appointed chief creative officer at BRC Imagination Arts

Global design and production agency BRC Imagination Arts has appointed Christian Lachel as chief creative officer, taking over the role from BRC founder Bob Rogers.

Previously vice president and executive creative director, Lachel first joined BRC in 1997. Since then, he has helped guide the company during a period of rapid GLOBAL growth, and has taken lead roles on projects including Destination Scotland (Johnnie Walker Princes St, Glenkinchie Distillery), Jameson Distillery Bow St, The Museum of Liverpool, NASA's Kennedy Space Center and The Abraham Lincoln Presidential Library and Museum.

“I have known Christian for over 23 years and he never fails to impress me with his energy, creative vision, leadership, and pure ambition,” said Bob Rogers. “We’re in the midst of an exciting period of growth at BRC and I couldn’t think of anyone better than Christian to take the creative helm. We’re lucky to work with some of the world’s most exciting brands and cultural institutions, and Christian consistently delivers projects that transcend the status quo.”

In his role as CCO, Lachel will lead BRC’s creative practice, grow BRC’s global portfolio, and will continue with his work as an industry thought leader and coach and mentor for new talent in the experience design industry.

“I look forward to continuing to drive BRC’s creative practice, strategic vision, and work hand-in-glove with clients to create human experiences that inspire and transform,” said Lachel. “Reflecting on the changes that have shaped our industry over the last 20 years I’m more excited than ever about what lies ahead. As storytellers and experiential designers, we have an incredible opportunity to contribute to a more inclusive, sustainable, accessible, and courageous world.”

This year, BRC celebrates its 40th anniversary. The firm is currently working on the development of immersive brand experiences, tours, cultural and heritage attractions, and strategic master plans for clients including The Las Vegas Raiders,  Diageo, Horse Soldier Bourbon, Ravinia Festival, and The Henry Ford Museum of American Innovation.

Lachel specialises in creative storytelling, design, media direction, sustainability practices, business and operations planning and project delivery for award-winning brand homes and flagships, museums, sports and music venue tours, cultural attractions, and global expo/event pavilions. He has a degree in Design and Marketing from the College of DuPage, a BS with Honors in Entertainment Design from Art Center College of Design in Pasadena and Executive Education from Wharton Business School. He is a LEED Accredited professional with U.S. Green Building Council and an industry leader on sustainable and inclusive design solutions and was a SEGD (Society of Experiential Graphic Design) Board Member (2005-2008). Lachel is a proud veteran of the United States Navy.

Read our in-depth interview with BRC Imagination Arts founder Bob Rogers here

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