NEWS
BRC selected to design new World Food Center – will explore sustainability and global food supply
POSTED 19 Jan 2021 . BY Tom Walker
BRC is working with its Dutch partners, Heijmerink Wagemakers, on the designs Credit: 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.
 


CONTACT US

Leisure Media, Portmill House, Portmill Lane,
Hitchin, Hertfordshire SG5 1DJ Tel: +44 (0)1462 431385

©Cybertrek 2021

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS
 
Leisure Management - BRC selected to design new World Food Center – will explore sustainability and global food supply...
04 Mar 2021 Leisure Management: daily news and jobs
 
 
HOME
JOBS
NEWS
FEATURES
PRODUCTS
FREE DIGITAL SUBSCRIPTION
PRINT SUBSCRIPTION
ADVERTISE
CONTACT US
Sign up for FREE ezine
Latest news

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.



Connect with
Leisure Management
Magazine:
View issue contents
Sign up:
Instant Alerts/zines

Print edition
 

News headlines
Bjarke Ingels-designed Oakland baseball stadium a step closer
Bjarke Ingels-designed Oakland baseball stadium a step closer   04 Mar 2021

A proposed Major League Baseball (MLB) stadium in Oakland, US – designed by Danish architects Bjarke Ingels Group (BIG) – is a step closer to reality .... more>>
Heartfelt messages from spa industry 'flourishing in adversity' panel
Heartfelt messages from spa industry 'flourishing in adversity' panel   04 Mar 2021

Leading spa figures Marina Efraimoglou, Dr Daniel Friedland, Corinna Yap and Ophelia Yeung, came together in an inspirational virtual panel on 1 March .... more>>
Budget 2021: government earmarks £700m for sports and culture as part of recovery plans
Budget 2021: government earmarks £700m for sports and culture as part of recovery plans   03 Mar 2021

Chancellor Rishi Sunak has unveiled an additional £700m funding boost for sports and culture, as part of plans to help the UK economy recover from the .... more>>
TSG and Clearent merge to create Xplor, a new tech business for the fitness and wellness industries
TSG and Clearent merge to create Xplor, a new tech business for the fitness and wellness industries   02 Mar 2021

The merger of two tech firms will result in the creation of a business software company serving the wider fitness and boutique wellness industries. .... more>>
NEOU launched into the Brazilian market with on-demand service in Portuguese
NEOU launched into the Brazilian market with on-demand service in Portuguese
  02 Mar 2021

Digital fitness platform NEOU has launched an on-demand service in Portuguese. It is the first of a number of non-English language instruction .... more>>
Kempinski buys Resense Spa as shareholders exit
Kempinski buys Resense Spa as shareholders exit   01 Mar 2021

Kempinski Hotels has completed the acquisition of Resense Spa SA as part of the expansion of its wellness and wellbeing strategy. Resense, which was .... more>>
Company profile


Life Fitness

The Life Fitness family now encompasses Hammer Strength, Cybex, SCIFIT, InMovement and Brunswick Billiards, to offer an industry-leading portfolio of solutions to get the world moving and help people lead active and healthy lives.

View full profile>>

Catalogue gallery


Featured Supplier

Davines Group receives prestigious sustainability award

Davines Group receives prestigious sustainability award

The Davines Group, alongside Davines hair care and Comfort Zone skincare, has been recognised as "Best Performer of the Year" by the prestigious Best Performance Award by SDA Bocconi Management School – one of the most well-respected universities in Italy. More>>




in this issue

• Gyms open, but group exercise fight looms
• ukactive reveals details of new Active Standard
• PureGym 'burning £4m a week' during lockdown



Latest jobs

Jobs Search



Duty Manager
Salary: Competitive
Location: Wellington, UK
Company: Everyone Active
Y Club Leisure Centre Manager
Salary: £30,000
Location: Manchester, UK
Company: Y Club
Exercise Referral Instructor
Salary: Competitive
Location: Stroud, UK
Company: Everyone Active
Diary dates
Powered by leisurediary.com

03-04 Mar 2021

Saltex

NEC, Birmingham, United Kingdom



Leisure Management magazine 2018 issue 1
Leisure Management
2018 issue 1

View issue contents
View on turning pages
Download PDF
  Interview: Louis D’Amore
Louis D’Amore on the work of the International Institute for Peace through Tourism More>>
  Tourism: High flyers
How bmi and Projekt Spielberg are growing British tourism to Graz More>>


Leisure Management magazine 2016 issue 1

Leisure Management
2016 issue 1

View issue contents
View turning pages
Download PDF
  Green space: Space age
With land at a premium, the definition of public parks and green space is evolving More>>
  Thermal Spa: Taking the waters
Magali Robathan met the key people behind the Gainsborough Bath Spa More>>


Published by The Leisure Media Company Ltd Portmill House, Portmill Lane, Hitchin, Herts SG5 1DJ. Tel: +44 (0)1462 431385 | Contact us | About us | © Cybertrek Ltd