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19 Jan 2021

BRC selected to design new World Food Center – will explore sustainability and global food supply
BY Tom Walker

BRC is working with its Dutch partners, Heijmerink Wagemakers, on the designs

BRC is working with its Dutch partners, Heijmerink Wagemakers, on the designs
photo: World Food Center

Design specialist BRC Imagination Arts (BRC) has been selected to design and produce the World Food Center Experience in Ede, the Netherlands.

The attraction will become an interactive platform exploring the impact of the world’s food choices and the importance of sustainable and healthy food production.

BRC's concept will take guests on a personalised journey that will "challenge what they know about how food is produced and consumed, worldwide".

The design will also look to encourage social discussions among visitors – and their communities – about the impact of the world’s food choices, climate change, and the importance of sustainable food production.

BRC is working with its Dutch partners, Heijmerink Wagemakers, key stakeholders from the World Food Center, the Netherlands government, the regional Foodvalley business community, research institutions and non-governmental organisations (NGOs) to design and build the immersive experience.

“The world needs to have these vital conversations about sustainability and we’re thrilled to be creating a platform to encourage this dialogue and the sharing of ideas,” said Brad Shelton, creative director at BRC Imagination Arts and the project lead.

“Throughout BRC’s 40-year history, we’ve believed that shared human experiences, like the World Food Center project, can bring out the best in people and give them the courage they need to take action. Embracing our commonality and creating more opportunities for human connection is the first step to solve our most pressing global problems.”

Marcel Goossens, director of The World Food Center Experience, added: “The team at BRC has a unique appreciation of what it takes to design for human experiences – those interactions that make us listen, learn and empathise with each other’s humanity.

“That’s what made them the perfect partner for this project. Purpose and sustainability are more than buzzwords to the team at BRC. They’re the values BRC lives by every day.”

The World Food Center Experience is a part of a series of purpose-driven projects that reinforce BRC’s own commitment to the United Nations’ 2030 Agenda for Sustainable Development.



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