Carlsberg Group hereby announces an international design competition to transform
the New Carlsberg Brewhouse into an exciting, must-see Brand and Experience
Centre, attracting 500,000 visitors each year.
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.
The design competition is launched on April 5th 2011 and Carlsberg welcomes
proposals from all over the world. Following a pre-qualification stage, 4-6 selected
teams within the fields of brand experience and development, visitor attraction and
architecture will be invited to submit their proposals.
The winner will be announced in spring 2012.
The design competition is judged by a jury including profiles from Carlsberg Group
as well as national and international profiles within brand experience design and
Carlsberg operates visitors experiences on a commercial basis. Current Visit Carlsberg
activities include Visitors Centre with the Brand Store, restaurant facilities, meeting and
conference facilities, as well as events.
The Brewhouse and the Elephant Gate are located in the Carlsberg District. Over the
next 20 years, a dynamic, new and sustainable district will emerge in the area, a 24-
hour 'experience machine' close to the heart of Copenhagen.
Carlsberg Group invites all interested to see the buildings and the surroundings May
May 6th 2011: Site inspection
June 5th 2011: Deadline for pre-qualification entries
September 2011: Announcement of competing teams