BRC Imagination Arts has been chosen to design a new sports experience centre in Heerenveen, Friesland, the Netherlands. BRC will work together with the client Sportstad Heerenveen BV, to design the centre, with the intention of engaging visitors through interactive and multi-media experiences.

Called Sport Experience Heerenveen (SEH), the attraction will illustrate the history of sport with a particular emphasis on Friesland's sporting culture.

When complete, SEH will feature themed visitor experience zones – including Heal, Refuel, Celebrate, Play, Train and Rejuvenate & Rest – to engage visitors and to present them with the 'story of sport.'

Tjisse Wallendal, managing director of Sportstad Heerenveen BV, said: "In Friesland, sport isn't just a part of life - it's a way of life. We envision the SEH as the centrepiece of a larger master plan that will transform the area adjoining Heerenveen's city center into a world-class sports park, creating a leading tourism destination."

The attraction will be located within the Sportstad (Sport City) complex, which was completed in 2006. Facilities at Sportstad include an indoor sports hall, four swimming pools and the 26,000-capacity abe Lenstra stadium, home to SC Heerenveen football club.