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Carlsberg Brand & Experience Centre Design Competition Programme 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 firstname.lastname@example.org Anne Norgaard, Strategic Planner email@example.com 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
0 Drawings & Maps .0 Architecture & Design 6.0 Visit Carlsberg 7.0 The Carlsberg Group & Brands 3.0 Carlsberg District 8.0 A Financially Sustainable Business 4.0 The Buildings 5.0 The Design Competition 9.THE CARLSBERG BREWHOUSE PROJECT / DESIGN COMPETITION PROGRAMME Contents An Invitation 1.0 The Experience 2.
Carlsberg’s history is unique and constantly evolving and in 2011. is and forever will be Carlsberg and in doing so transform the lives of everyone it touches.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). adventurous generation of beer drinkers and our new Brand & Experience Centre should be at the epicentre of this new chapter. architecture. the Carlsberg brand will be globally repositioned to connect with today’s active. CEO . We now invite proposals from businesses working in and across the fields of brand experience development. In doing so Carlsberg is looking to create a world-class commercial attraction in the area where Carlsberg was founded. A truly inspirational place that first and foremost must be about bringing people together around an unprecedented global celebration of all that was. 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. Jørgen Buhl Rasmussen President.
Most of all it should be a place where we can create. Where tradition and authenticity meet the digital era. 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. while expanding our global network and encouraging dialogue with all our stakeholders and communities of interest. It should be a unique type of meeting place with multiple and diverse ways to connect and communicate with people. . customers and employees. re-visited and recounted for a lifetime.4 1. strengthen our presence in Copenhagen and bring Carlsberg to life in ways that create sustained value for our stakeholders. It should be a place that literally lives and breathes Carlsberg’s core values. It should enhance our rich cultural heritage. A place where the sensual and serious. nurture and renew relationships with visitors. entertaining and enlightening go hand-in-hand. We are targeting Copenhageners and tourists of all ages who are looking for exciting new experiences and who wish to be challenged.0 The Experience The Carlsberg Group wants to create a world-class Brand & Experience Centre. Carlsberg welcomes proposals describing our future Brand & Experience Centre along with how it can best attract. engaged and entertained by one of the world’s strongest brands. inspire and retain it’s audiences. Proposals that should be flexible enough to keep the experience up-todate and fascinating enough to deliver a visitor experience that can be remembered. engage.
Jacobsen. families. the founder of Carlsberg.C. visionary urban planning and a world-class attraction. assist in keeping beer brewing in this country at a high and honourable level. consumers. 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 Target groups addressed are tourists. regardless of immediate gain. through their example. An ambitious global growth strategy. These are the essential ‘ingredients’ in the development of a modern Carlsberg. From the will of J. . employees and communities of interest. 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.THE CARLSBERG BREWHOUSE PROJECT / DESIGN COMPETITION PROGRAMME 5 The Golden Words In working the brewery it should be a constant purpose. customers. new brand positioning.
0 The Carlsberg Group & Brands The Carlsberg Brand & Experience Centre should focus on Carlsberg’s global spirit and brand.6 2. Carlsberg’s ambition is to be the world’s fastest-growing global beer company to the benefit of our consumers and customers. production to innovation and consumption. 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. on our rich cultural heritage. . on our commitment to social engagement and on our long-standing tradition for giving back to society. our business partners and investors. 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. research. our employees. the product is the hero in our story: Beer in all its phases – from raw materials. such as CSR and community engagement. Also. while the project must be designed specifically for the Copenhagen site. The focus must be on Carlsberg and the Carlsberg brand. The thirst we have for achieving our goal is encapsulated in the Carlsberg Group Stand. 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. Ultimately.
With the courage to dare. We don’t stop at brewing great beer. Semper Ardens – Always Burning – we never settle. Carlsberg’s focus is on beer and on driving growth by innovating in beer and other cereal-based beverages. .4 brewer in the world. In Northern Europe Carlsberg is No. Kronenbourg (France) and Tuborg (Denmark). a fast growing portfolio in Eastern Europe and is the leading international group in Asia. our communities. We brand as many. Founded on the motto. we have a strong portfolio in Western Europe. to take risks.000 employees on three continents Carlsberg is the No.THE CARLSBERG BREWHOUSE PROJECT / DESIGN COMPETITION PROGRAMME 7 The Stand Thirst for Great Great people. Great brands. We brew a greater future – for our consumers and customers. All of which makes Carlsberg the united nations of beer with many of the largest brands including Baltika (Russia). The Carlsberg Foundation also runs the Carlsberg Laboratory and Frederiksborg Castle. The Group’s approach is GLOCAL. and our people. and successes. we constantly raise the bar. This passion will continue to burn and forever keep us thirsty. to try. always finding the right balance between working together at a global level whilst allowing local brands to flourish. We are stronger together because we share best practices. With a presence in more than 140 markets around the world. but stand as one. with 500 different beer brands and 41. ideas. The main shareholder in Carlsberg is the Carlsberg Foundation that generously supports science and art. Great moments.1. but always thirst for the better.
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. One of the projects essential prerequisites is the ability to attract the desired number of tourists/visitors . Another option could be working together with other institutions within relevant areas. the building should also have the scope and flexibility to develop other new business opportunities that support Carlsberg’s overall project aims.0 A Financially Sustainable Business The Carlsberg Brand & Experience Centre is a commercial project and in order to bring the project to life. as well as opportunities to develop partnerships with other stakeholders for example as part of the ongoing events and cultural programme at the Centre. These could include facilities for Carlsberg’s customers. A substantial part of the revenue is expected to come from entrance fees and consumer spending in connection with visits.000 on an annual basis. it must be financially viable. . within and outside Carlsberg. to the Brand Store. for example. However.up to 500.8 3.
With the aim of attracting up to 500. as well as commercial events. meeting and conference facilities. the Brand & Experience Centre will be a top-5 attraction in the Greater Copenhagen Area.THE CARLSBERG BREWHOUSE PROJECT / DESIGN COMPETITION PROGRAMME 9 Carlsberg operates visitors experiences on a commercial basis.000 visitors a year. . Current commercial Visit Carlsberg activities include Visitors Centre with the Brand Store. restaurant facilities.
art and architecture into one. with quality as the cornerstone.0 The Buildings The New Carlsberg Brewhouse and the Elephant Gate form a unique setting for an experiential journey into the world of Carlsberg. spaces. 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 V iews on how the buildings interact with nearby surroundings. Together the buildings tell the story of one brewer’s ability to combine brewing.10 4. . places and arenas with a strong and natural cohesion that highlights their distinctive character. Our future vision is for these buildings to be converted into a range of contemporary experience rooms.
the two buildings form a strong historical axis at Carlsberg.578 square metres. The tower’s ground area is 115 square metres and the floor area is 227 square metres. The hall features nine impressive freestanding copper brew kettles along with exposed cast iron and steel beams and columns that accentuate and support the building’s form and function.THE CARLSBERG BREWHOUSE PROJECT / DESIGN COMPETITION PROGRAMME 11 The New Carlsberg Brewhouse and the Elephant Gate attract many visitors each year. Both buildings are listed. and was built in 1901/1920 by architects Vilhelm Klein and Carl Harild. one above the other. Originally a water tower. with a floor area of 7. and show clear references to European design history. The New Carlsberg Brewhouse has a ground area of 1.178 square metres. The Elephant Gate was designed by Vilhelm Dahlerup and built in 1901. the tower above the Elephant Gate connects the New Carlsberg buildings. Built at right angles. The four-storey New Carlsberg Brewhouse has a main hall with a central free height of 16 metres and two consecutive galleries. .
At present. emphasising sustainable solutions and modern. a new interpretation of the existing architecture. forward-thinking design. . 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.12 5. In keeping with Carlsberg’s architectural history. is required.0 Architecture & Design The New Carlsberg Brewhouse and the Elephant Gate are unique Carlsberg icons. 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.
architecture and artistic decoration. innovation and a global outlook have been. . present and future of the Carlsberg story is the core value in the development of Carlsberg’s architecture. Quality. From early on. Carlsberg’s architecture features richly decorated exteriors and interiors built by the leading architects and artists of their day. A foresighted architectural vision. inspiration from the European continent and international references were echoed in production processes. and will remain Carlsberg’s distinguishing hallmarks. with enduring respect for the past.THE CARLSBERG BREWHOUSE PROJECT / DESIGN COMPETITION PROGRAMME 13 Carlsberg’s architecture has always reflected the contemporary.
such as stables and grazing areas for the horses? From an experiential. 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. an inviting courtyard café in the historical brewer’s yard. financial. Stables and horses.14 6. with the development of the Carlsberg Brand & Experience Centre the future of the current Visit Carlsberg lies open.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. the presence of the Jacobsen Brewhouse and close proximity to the area’s beautiful gardens. Should relevant activities be moved to the new framework? What about the activities that can’t be moved to the future building. However.
THE CARLSBERG BREWHOUSE PROJECT / DESIGN COMPETITION PROGRAMME 15 Visit Carlsberg encompasses Carlsberg’s Visitors Centre. Jacobsen’s original Brewer’s yard.000 guests 120. the Brand Store.000 in the Visitors Centre. Visit Carlsberg had 157. Run on a commercial basis. . ‘Museum’ is Carlsberg’s business centre with meeting and restaurant facilities that are located about 100 metres from the New Carlsberg Brewhouse. a greenhouse and the Jacobsen Brewhouse located about 250 metres from the New Carlsberg Brewhouse. In 2010. Visit Carlsberg is an important driver for developing events in the Carlsberg district. Established in 1999 at ‘Old Carlsberg’ from 1847 in J.000 attended commercial arrangements and events.C. a courtyard cafe. the Visitors Centre houses an exhibition area. gardens. stables. the Museum and Carlsberg’s archives. while almost 40. 70% of the visitors were international.
Carlsberg welcomes proposals describing how we can re-enforce. to the Museum. architecture and infrastructure. 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? . At the same time. architecture and the brand also make it an attractive place to visit. with others playing an active role in attitudes to urban life.16 7. and this will also be apparent when the ambitious plans for urban life. strengthen and further develop our presence in the area: How can the Brewhouse add value to the district. A new identity for the former production area is on its way. and reinforce its already striking presence in the area. Strong links to Carlsberg’s history.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. This axis will also encompass Carlsberg’s Research Centre. Carlsberg’s domicile will therefore be integrated into a strong historical axis from the Carlsberg Brewhouse and Elephant Gate. Old Carlsberg and the Carlsberg Academy. visions for the district are challenging for Carlsberg as a company. sustainability and visitor experiences are presented in a more permanent setting. Carlsberg is a strong player and dialogue partner in the area. The project highlights Carlsberg’s determination to continue investing in the area for the future and create value for the district and Copenhagen.
. the Danish architect firm Entasis won the international urban planning competition. a dynamic. and in 2009 their masterplan received an additional award for best masterplan at the World Architecture Festival in Barcelona. The project will see a total of 600.THE CARLSBERG BREWHOUSE PROJECT / DESIGN COMPETITION PROGRAMME 17 Beer production ceased at Carlsberg at the end of 2008.000 square metres built on the area’s 330.000 square metres. on Brewer’s Square. The Carlsberg district will be the first development project in Denmark where all new buildings are low-energy. Over the next 20 years. commercial and cultural facilities. new and sustainable district will emerge in the area. with the exception of the Jacobsen Brewhouse. In May 2007. a 24-hour ‘experience machine’ close to the heart of Copenhagen. encompassing housing. The entire area is connected by more than 7 kilometres of cellars which structure the district’s network of streets and squares. The New Carlsberg Brewhouse is in the heart of the new district.
is an international design competition to transform the New Carlsberg Brewhouse into Carlsberg’s Brand & Experience Centre. judging process and general terms and conditions can be found at.0 The Design Competition The competition. Following an initial pre-qualification stage a small number of selected teams will be invited to develop and submit their design proposals. held by Carlsberg A/S.com/brewhouseproject .carlsberggroup.18 8. detailed competition schedule. A winner will be announced in Spring 2012 Full details of the competition including application process. www. The design competition will be launched on April 5th 2011. selection criteria.
THE CARLSBERG BREWHOUSE PROJECT / DESIGN COMPETITION PROGRAMME 19 .
south New Carlsberg Brewhouse Facade.0 Drawings New Carlsberg Brewhouse Facade.20 9. north .
west .THE CARLSBERG BREWHOUSE PROJECT / DESIGN COMPETITION PROGRAMME 21 New Carlsberg Brewhouse Elevation New Carlsberg Brewhouse Facade.
22 9.0 Maps 1 2 3 4 5 6 Carlsberg Headquarters New Carlsberg Brewhouse Museum/Business Centre Carlsberg Research Centre Visit Carlsberg Carlsberg Academy VES TER BRO GAD E RA HB EK L S A LÉ PIL E AL LÉ CA RS TE NS GA DE KAMMAS HAVE KÜ CH LE RS GA DE KA SØNDERMARKEN MM ASV EJ B AG ELEF A N T E R NE GAD E VA LBY LA 3 OTTILIA JACOBSENS PLADS NY CA RL SB BRYGGERNES PLADS SV EJ ER G VE J J. JACOBSENS HAVE JER ICH AUS NG GA DE NY CA RL SB ER G VE J 2 1 BRYGGERHES TEN 5 RS VE J 6 BANEVOLDEN NY TAP PLADS SØNDER BOULEVARD VIGERSLEV ALLÉ V ES T ER BOBLE PLADS TAP E PLADS FÆ LL ED V GAM LE CAR LSB ERG VEJ . C. JACOBSENS GADE MALTTORVET 4 OLIVI A HANS ENS GADE PA STE UR CARL JACOBSENS HAVE PASTEURSVEJ EJ PA ST EU J. C.
THE CARLSBERG BREWHOUSE PROJECT / DESIGN COMPETITION PROGRAMME 23 Carlsberg District Masterplan .
carlsberggroup.Carlsberg Group 100 Ny Carlsberg Vej 1799 Copenhagen V Denmark www.com .
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