Carlsberg has taken one step closer towards the realisation of the ambitious Brand & Experience Centre by revealing the winner of the international design and architecture competition.
The winning team was led by Ralph Appelbaum Associates a global cultural attraction planning and design company with offices in New York and London together with Danish PLH Architects among its partners.
Brand & Experience Centre to attract 400,000 guests annually
Carlsberg’s guests from around the world will be introduced to amazing and unique experiences in the new Brand & Experience Centre. In addition, the winning vision, that will attract 400,000 guests annually to the Carlsberg District in the future, draws parallels to Carlsberg’s heritage and authenticity which continues to live and breathe on the ‘berg’ where it all began in 1847.
The introduction of new and one of kind elements to the historical and unique architecture is a feature of the winning project that the chairman of the jury - Carlsberg Group’s CEO - Jørgen Buhl Rasmussen. ørgen Buhl Rasmussen finds appealing:
“An amazing roof top terrace with platforms for people to take in the views, a sky arena, a bar and restaurant, as well as a brand new club scene. All in the heart of Copenhagen. With this project, we are not only adding a new world-class tourist attraction to Copenhagen; the Carlsberg District also gets a new experience, emphasising Carlsberg’s clear presence in Copenhagen in the future,” says Jørgen Buhl Rasmussen.
Brewhouse Project Facts
The aim is to create a world-class attraction with a broad appeal to visitors who wish to be challenged, engaged and entertained by one of the world's strongest brands.
The main focus is on the transformation on the Brewhouse and the Elephant Gate but should also describe how Carlsberg Group can re-enforce, strengthen and further develop its presence in the Carlsberg site.