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.