BRC Imagination Arts is the creative force behind the recent US$4.7m (€4.2m, £3m) revamp of the Ford factory tour, offering visitors a close-up look at the creation of the automaker’s F-150 pickup truck.

The Ford Rouge Factory Tour, based at The Henry Ford complex in Dearborn, Michigan, now includes a Manufacturing Innovation Theatre to showcase the build process at the facility. The reimagined theatre is designed to immerse visitors into the world of actual production – from concept to final testing – through state-of-the-art special effects including 3D projection mapping, laser effects and moving robots.

“The automotive industry is going through a major transformation right now as it faces a new decade of more stringent fuel efficiency requirements,” said Christian Lachel, executive creative director and vice president of BRC Imagination Arts.

“Ford took a huge leap ahead of the pack with the new F-150. The Manufacturing Innovation Theater tells this inspiring story about human ingenuity, technological innovation and the future of 21st century manufacturing and transportation in a way that touches visitors emotionally and makes them say ‘Wow!’”.

Patricia Mooradian, president of The Henry Ford complex, believes the educational aspect of the experience enables visitors to form a real connection with the brand.

“The revamped tour not only allows visitors to see the finished process at the plant, but it connects them to the incredible level of research and technology that went into the new design of the innovative aluminium-bodied F-150’s,” she said. “The tour gives our visitors context into the plant’s historical past so that they too can envision a better future.”