The Carlsberg Brewhouse Project
Carlsberg Brand Design Competition Programme & Experience Centre April 2011 The Carlsberg Brewhouse Project Carlsberg Brand & Experience Centre Design Competition Programme
Carlsberg Group 100 Ny Carlsberg Vej 1799 Copenhagen V Denmark
www.carlsberggroup.com
Editorial team and contacts
Lone Johnsen, Event Director [email protected]
Anne Norgaard, Strategic Planner [email protected]
We would also like to thank the internal and external stakeholders who have kindly contributed to the programme.
Illustrations P. 9, 17, 23: Entasis
Photo P. 13: Kontraframe
Full details for the competition can be viewed at www.carlsberggroup.com THE CARLSBERG BREWHOUSE PROJECT / DESIGN COMPETITION PROGRAMME
Contents
An Invitation
1.0 The Experience
2.0 The Carlsberg Group & Brands
3.0 A Financially Sustainable Business
4.0 The Buildings
5.0 Architecture & Design
6.0 Visit Carlsberg
7.0 Carlsberg District
8.0 The Design Competition
9.0 Drawings & Maps
THE CARLSBERG BREWHOUSE PROJECT / DESIGN COMPETITION PROGRAMME 3
An Invitation
The Carlsberg Group wishes to announce an exciting international design competition to transform the New Carlsberg Brewhouse into Carlsberg’s Brand & Experience Centre (working title).
In doing so Carlsberg is looking to create a world-class commercial attraction in the area where Carlsberg was founded.
Carlsberg’s history is unique and constantly evolving and in 2011, the Carlsberg brand will be globally repositioned to connect with today’s active, adventurous generation of beer drinkers and our new Brand & Experience Centre should be at the epicentre of this new chapter.
We now invite proposals from businesses working in and across the fields of brand experience development, architecture, visitor attraction design and event management to submit ideas on how Carlsberg’s future Brand & Experience Centre can take its place in the next chapter of our unfolding global story.
A truly inspirational place that first and foremost must be about bringing people together around an unprecedented global celebration of all that was, is and forever will be Carlsberg and in doing so transform the lives of everyone it touches.
Jørgen Buhl Rasmussen President, CEO 4
1.0 The Experience
The Carlsberg Group wants to create a world-class Brand & Experience Centre. We are targeting Copenhageners and tourists of all ages who are looking for exciting new experiences and who wish to be challenged, engaged and entertained by one of the world’s strongest brands.
It must look forward and outwards, be relevant to peoples lives and encourage all to explore the challenges Carlsberg faces as the world’s fourth-largest brewery group.
It should be a place that literally lives and breathes Carlsberg’s core values.
It should enhance our rich cultural heritage, strengthen our presence in Copenhagen and bring Carlsberg to life in ways that create sustained value for our stakeholders.
It should be a unique type of meeting place with multiple and diverse ways to connect and communicate with people. A place where the sensual and serious, entertaining and enlightening go hand-in-hand. Where tradition and authenticity meet the digital era.
Most of all it should be a place where we can create, nurture and renew relationships with visitors, customers and employees, while expanding our global network and encouraging dialogue with all our stakeholders and communities of interest.
Carlsberg welcomes proposals describing our future Brand & Experience Centre along with how it can best attract, engage, inspire and retain it’s audiences.
Proposals that should be flexible enough to keep the experience up-to- date and fascinating enough to deliver a visitor experience that can be remembered, re-visited and recounted for a lifetime. THE CARLSBERG BREWHOUSE PROJECT / DESIGN COMPETITION PROGRAMME 5
The Golden Words
In working the brewery it should be a constant purpose, regardless of immediate gain, to develop the art of making beer to the greatest possible degree of perfection so that this brewery as well as its products may ever stand out as a model and, through their example, assist in keeping beer brewing in this country at a high and honourable level.
From the will of J.C. Jacobsen, the founder of Carlsberg.
An ambitious global growth strategy, new Target groups addressed are tourists, brand positioning, visionary urban planning families, consumers, customers, employees and a world-class attraction. and communities of interest.
These are the essential ‘ingredients’ in the development of a modern Carlsberg.
All bound together by the following narrative strands that should be woven together as part of the overall Carlsberg’s story:
• The Carlsberg Group • The Carlsberg Heritage • The Spirit of the Carlsberg Brand • Quality Ingredients and Great Beer • The Carlsberg Laboratory and Innovation • The Carlsberg Foundation and Community Engagement • Corporate Social Responsibility 6
2.0 The Carlsberg Group & Brands
The Carlsberg Brand & Experience Centre should focus on Carlsberg’s global spirit and brand, on our rich cultural heritage, on our commitment to social engagement and on our long-standing tradition for giving back to society.
Ultimately, the product is the hero in our story: Beer in all its phases – from raw materials, research, production to innovation and consumption.
The focus must be on Carlsberg and the Carlsberg brand, but our Brand & Experience Centre should also become an appropriate and vital meeting place for the entire Carlsberg Group whilst providing an important arena for Carlsberg’s other brands and platforms, such as CSR and community engagement.
Also, while the project must be designed specifically for the Copenhagen site, it must have the potential to be used as a model for broader event branding and Visitors Centre development in other parts of the Carlsberg Group.
Carlsberg’s ambition is to be the world’s fastest-growing global beer company to the benefit of our consumers and customers, our employees, our business partners and investors. The thirst we have for achieving our goal is encapsulated in the Carlsberg Group Stand.
Carlsberg welcomes proposals with exciting story and ‘plot’ lines that highlights:
• The contemporary versus the historical • Group versus brand(s) • The Carlsberg brand versus the Group’s other brands • Actuating the Group’s other platforms. THE CARLSBERG BREWHOUSE PROJECT / DESIGN COMPETITION PROGRAMME 7
The Stand
Thirst for Great
Great people. Great brands. Great moments.
Founded on the motto, Semper Ardens – Always Burning – we never settle, but always thirst for the better.
We are stronger together because we share best practices, ideas, and successes. We brand as many, but stand as one.
With the courage to dare, to try, to take risks, we constantly raise the bar. We don’t stop at brewing great beer. We brew a greater future – for our consumers and customers, our communities, and our people.
This passion will continue to burn and forever keep us thirsty.
With a presence in more than 140 markets The Group’s approach is GLOCAL, always around the world, with 500 different beer finding the right balance between working brands and 41,000 employees on three together at a global level whilst allowing continents Carlsberg is the No.4 brewer in local brands to flourish. the world. The main shareholder in Carlsberg is the In Northern Europe Carlsberg is No.1, we Carlsberg Foundation that generously have a strong portfolio in Western Europe, a supports science and art. The Carlsberg fast growing portfolio in Eastern Europe and Foundation also runs the Carlsberg is the leading international group in Asia. All Laboratory and Frederiksborg Castle. of which makes Carlsberg the united nations of beer with many of the largest brands including Baltika (Russia), Kronenbourg (France) and Tuborg (Denmark).
Carlsberg’s focus is on beer and on driving growth by innovating in beer and other cereal-based beverages. 8
3.0 A Financially Sustainable Business
The Carlsberg Brand & Experience Centre is a commercial project and in order to bring the project to life, it must be financially viable.
One of the projects essential prerequisites is the ability to attract the desired number of tourists/visitors - up to 500,000 on an annual basis. A substantial part of the revenue is expected to come from entrance fees and consumer spending in connection with visits, for example, to the Brand Store.
However, the building should also have the scope and flexibility to develop other new business opportunities that support Carlsberg’s overall project aims.
These could include facilities for Carlsberg’s customers, as well as opportunities to develop partnerships with other stakeholders for example as part of the ongoing events and cultural programme at the Centre.
Another option could be working together with other institutions within relevant areas, within and outside Carlsberg.
Carlsberg welcomes proposals outlining the conditions required for supporting sustainable operations:
• Achieving and maintaining the desired visitor numbers • Composition of activities in the buildings • Potential for partnerships with other stakeholders. THE CARLSBERG BREWHOUSE PROJECT / DESIGN COMPETITION PROGRAMME 9
Carlsberg operates visitors experiences on a commercial basis.
With the aim of attracting up to 500,000 visitors a year, the Brand & Experience Centre will be a top-5 attraction in the Greater Copenhagen Area.
Current commercial Visit Carlsberg activities include Visitors Centre with the Brand Store, restaurant facilities, meeting and conference facilities, as well as commercial events. 10
4.0 The Buildings
The New Carlsberg Brewhouse and the Elephant Gate form a unique setting for an experiential journey into the world of Carlsberg.
Together the buildings tell the story of one brewer’s ability to combine brewing, art and architecture into one, with quality as the cornerstone.
Our future vision is for these buildings to be converted into a range of contemporary experience rooms, spaces, places and arenas with a strong and natural cohesion that highlights their distinctive character.
Carlsberg welcomes proposals for the building’s use and design in a courageous masterplan that transforms the buildings and explains:
• The functions the building can house • Logistical and access considerations – also between floors • How to incorporate the Elephant Gate • Views on how the buildings interact with nearby surroundings. THE CARLSBERG BREWHOUSE PROJECT / DESIGN COMPETITION PROGRAMME 11
The New Carlsberg Brewhouse and the The four-storey New Carlsberg Brewhouse Elephant Gate attract many visitors each has a main hall with a central free height year. Both buildings are listed. of 16 metres and two consecutive galleries, one above the other. The hall features nine Built at right angles, the two buildings form a impressive freestanding copper brew kettles strong historical axis at Carlsberg, and show along with exposed cast iron and steel clear references to European design history. beams and columns that accentuate and support the building’s form and function. The New Carlsberg Brewhouse has a ground area of 1,578 square metres, with a The Elephant Gate was designed by Vilhelm floor area of 7,178 square metres, and was Dahlerup and built in 1901. Originally a built in 1901/1920 by architects Vilhelm Klein water tower, the tower above the Elephant and Carl Harild. Gate connects the New Carlsberg buildings.
The tower’s ground area is 115 square metres and the floor area is 227 square metres. 12
5.0 Architecture & Design
The New Carlsberg Brewhouse and the Elephant Gate are unique Carlsberg icons.
At present, they speak for themselves – but in the future they must help portray Carlsberg in an entirely new context – both as buildings with new functions and as a part of the new Carlsberg district.
The future architecture and design of the Brewhouse are therefore completely central experiential dimensions of the Brand & Experience Centre.
In keeping with Carlsberg’s architectural history, a new interpretation of the existing architecture, emphasising sustainable solutions and modern, forward-thinking design, is required.
Carlsberg welcomes proposals outlining a future-oriented approach to architectural design that compliments functions and spatial experiences:
• New versus old • Materials and design • Sustainability and resource consumption. THE CARLSBERG BREWHOUSE PROJECT / DESIGN COMPETITION PROGRAMME 13
Carlsberg’s architecture has always reflected Carlsberg’s architecture features richly the contemporary. decorated exteriors and interiors built by the leading architects and artists of their day. From early on, inspiration from the European continent and international A foresighted architectural vision, with references were echoed in production enduring respect for the past, present and processes, architecture and artistic future of the Carlsberg story is the core decoration. value in the development of Carlsberg’s architecture. Quality, innovation and a global outlook have been, and will remain Carlsberg’s distinguishing hallmarks. 14
6.0 Visit Carlsberg
Visit Carlsberg is Carlsberg’s visitors centre today and a number of Visit Carlsberg’s activities will be incorporated in the future Carlsberg Brand & Experience Centre.
The venue’s strength is its authentic setting. Stables and horses, an inviting courtyard café in the historical brewer’s yard, the presence of the Jacobsen Brewhouse and close proximity to the area’s beautiful gardens.
However, with the development of the Carlsberg Brand & Experience Centre the future of the current Visit Carlsberg lies open.
Should relevant activities be moved to the new framework? What about the activities that can’t be moved to the future building, such as stables and grazing areas for the horses?
From an experiential, financial, operational and logistical perspective is it possible to have a future attraction at several locations?
Can Carlsberg’s cellars be incorporated into this context?
Carlsberg welcomes proposals outlining if Visit Carlsberg can be integrated in the future Brand & Experience Centre and how the activities currently available at Visit Carlsberg and their possible role in the future framework can be addressed. THE CARLSBERG BREWHOUSE PROJECT / DESIGN COMPETITION PROGRAMME 15
Visit Carlsberg encompasses Carlsberg’s In 2010, Visit Carlsberg had 157,000 guests - Visitors Centre, the Museum and Carlsberg’s 120,000 in the Visitors Centre, while almost archives. 40,000 attended commercial arrangements and events. Established in 1999 at ‘Old Carlsberg’ from 1847 in J.C. Jacobsen’s original Brewer’s 70% of the visitors were international. yard, the Visitors Centre houses an exhibition area, a courtyard cafe, stables, the Brand ‘Museum’ is Carlsberg’s business centre with Store, gardens, a greenhouse and the meeting and restaurant facilities that are Jacobsen Brewhouse located about 250 located about 100 metres from the New metres from the New Carlsberg Brewhouse. Carlsberg Brewhouse.
Run on a commercial basis, Visit Carlsberg is an important driver for developing events in the Carlsberg district. 16
7.0 Carlsberg District
With the new Brand & Experience Centre Carlsberg is creating a landmark that will play a visionary and important role in the new district, and reinforce its already striking presence in the area.
Carlsberg’s domicile will therefore be integrated into a strong historical axis from the Carlsberg Brewhouse and Elephant Gate, to the Museum, Old Carlsberg and the Carlsberg Academy. This axis will also encompass Carlsberg’s Research Centre.
The project highlights Carlsberg’s determination to continue investing in the area for the future and create value for the district and Copenhagen.
Strong links to Carlsberg’s history, architecture and the brand also make it an attractive place to visit.
At the same time, visions for the district are challenging for Carlsberg as a company. A new identity for the former production area is on its way, with others playing an active role in attitudes to urban life, architecture and infrastructure.
Carlsberg is a strong player and dialogue partner in the area, and this will also be apparent when the ambitious plans for urban life, sustainability and visitor experiences are presented in a more permanent setting.
Carlsberg welcomes proposals describing how we can re-enforce, strengthen and further develop our presence in the area:
How can the Brewhouse add value to the district, Copenhagen and the wider global Carlsberg community?
How can we best develop and leverage this potential so the district at the same time grows into a strong brand platform for Carlsberg? THE CARLSBERG BREWHOUSE PROJECT / DESIGN COMPETITION PROGRAMME 17
Beer production ceased at Carlsberg at The project will see a total of 600,000 the end of 2008, with the exception of the square metres built on the area’s 330,000 Jacobsen Brewhouse. square metres, encompassing housing, commercial and cultural facilities. Over the next 20 years, a dynamic, new and sustainable district will emerge in the area, The entire area is connected by more a 24-hour ‘experience machine’ close to the than 7 kilometres of cellars which structure heart of Copenhagen. the district’s network of streets and squares.
In May 2007, the Danish architect firm The Carlsberg district will be the first Entasis won the international urban development project in Denmark where planning competition, and in 2009 their all new buildings are low-energy. masterplan received an additional award for best masterplan at the World Architecture The New Carlsberg Brewhouse is in the Festival in Barcelona. heart of the new district, on Brewer’s Square.
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8.0 The Design Competition
The competition, held by Carlsberg A/S, is an international design competition to transform the New Carlsberg Brewhouse into Carlsberg’s Brand & Experience Centre.
The design competition will be launched on April 5th 2011.
Following an initial pre-qualification stage a small number of selected teams will be invited to develop and submit their design proposals.
A winner will be announced in Spring 2012
Full details of the competition including application process, detailed competition schedule, selection criteria, judging process and general terms and conditions can be found at; www.carlsberggroup.com/brewhouseproject THE CARLSBERG BREWHOUSE PROJECT / DESIGN COMPETITION PROGRAMME 19 20
9.0 Drawings
New Carlsberg Brewhouse Facade, south
New Carlsberg Brewhouse Facade, north THE CARLSBERG BREWHOUSE PROJECT / DESIGN COMPETITION PROGRAMME 21
New Carlsberg Brewhouse Elevation
New Carlsberg Brewhouse Facade, west 22
9.0 Maps
1 Carlsberg Headquarters
2 New Carlsberg Brewhouse
3 Museum/Business Centre
4 Carlsberg Research Centre
5 Visit Carlsberg
6 Carlsberg Academy
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Carlsberg District Masterplan
Carlsberg Group 100 Ny Carlsberg Vej 1799 Copenhagen V Denmark
www.carlsberggroup.com