A world-renowned expert at turning brands into destinations, Christian Lachel is vice president and executive creative director of BRC Imagination Arts, the experience design agency that conceives, designs and makes emotionally evocative brand destinations and cultural attractions. Christian is the creative force behind brand homes such as The Heineken Experience, Moments of Happiness at the World of Coca-Cola and The Guinness Storehouse. Christian graduated from the Art Center College of Design in Pasadena, CA.