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,