New Carlsberg Brewhouse

NEW CARLSBERG BREWHOUSE

New Carlsberg Brewhouse 2012.02.10

TEAM: EFFEKT, ARTHESIA, LOOP ASSOCIATES, NIRAS, UiWE

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EFFEKT + ARTHESIA + LOOP + UIWE + NIRAS

Executive Summery The New Carlsberg Brewhouse Our proposal for the Carlsberg Brewhouse project begins with three questions: How does a brand experience create real, sustainable value? How are Carlsberg’s core values and heritage brought to life? And finally: what enables each individual guest to get a real, enhancing experience at Carlsberg?

Looking at the field of brand experiences, it’s characterized by considerable change. Today, significant brand value generation is not only about being current and pushing communication to consumers at big exhibitions. Increasingly, it’s about engaging users by enabling genuine experiences, communities and sharing. People expect to be involved, to have a say – not just observe .

What is the original Carlsberg answer to theses changes in brand experience design? Carlsberg’s own story holds the approach that points to the future. Historically, Carlsberg has not only made world-class beer, Carlsberg has a unique tradition of creating and sharing greatness with the wider society. Carlsberg was and is an unparalleled, generous supporter and facilitator of culture, science, art and music.

In the spirit of Carlsberg’s heritage and in alignment with the developments within branding and brand management, we propose a modern culture house expressing the spirit of Carlsberg: Semper Ardens. While the history and heritage of Carlsberg is important, we find it crucial that Carlsberg’s message to its visitors from all over the world is more than a museum. Being true to the Carlsberg legacy is being innovative and engaged in contemporary culture and society.

We have named our proposal New Carlsberg Brewhouse. It points to the original name and heritage of the building: Ny Carlsberg Bryghus – New Carlsberg Brewhouse as well as focusing on its content profile: New Carlsberg Brewhouse as a new, contemporary destination where Carlsberg can evolve and flourish as a global company together with its consumers and partners.

It conveys Carlsberg as a creative and courageous company, heading for the future.

What about the great cultural heritage and the many fascinating stories connected to Carlsberg? We intend to integrate Carlsberg’s stories and heritage in New Carlsberg Brewhouse as well as in the Carlsberg district.

Old Carlsberg, Bar Jacobsen, the cellars and the many fascinating, authentic places and building in the Carlsberg district become experience touchpoints. Carlsberg is the only brewery in the world with an entire city district named after it. We create an interface for visitors to explore the area, integrating modern media, architecture and human touch-points. We call this Carlsberg experience, highlighting on-site cultural heritage, Carlsberg Explorer.

What does this mean for the visitor to New Carlsberg Brewhouse? First of all, it means that users can get a more precise, valuable and relevant experience. New Carlsberg Brewhouse can sustain a dynamic, differentiated program, relevant for both the Copenhagener and the tourist. Creating an active, cultural platform – in the spirit of the Carlsberg district development – makes New Carlsberg Brewhouse relevant to locals. By making the brewhouse an interface for an authentic Copenhagen experience this therefore makes Carlsberg a mustsee destination for tourists in Copenhagen .

By creating a dynamic cultural centre, with ever-changing content as well as offering the means to explore the Carlsberg District and Copenhagen, New Carlsberg Brewhouse can generate long-tem value for the Carlsberg Group, for users and consumers, partners and employees alike.

As a platform for partnerships and collaboration with Danish and international partners, New Carlsberg Brewhouse enables Carlsberg to remain an attractive, value generating destination. Rooted in Copenhagen, relevant for the world. Dedicated to enable people to share great moments, powered by Carlsberg.

New Carlsberg Brewhouse 2012.02.10

EFFEKT + ARTHESIA + LOOP + UIWE + NIRAS

Index 1.

Expressing the Carlsberg Spirit

Engaging comtemporary culture

3.

New Carlsberg Brewhouse

Making Carlsberg Present

4.

Main Structure

Transforming the Brewhouse

5.

The Brewhouse Transformed

Diverse spaces for diverse use

6.

Brewhouse Spaces

Preserving the industrial heritage

7.

Brewhouse plans

8.

New carlsberg Brewhouse Content Strategy

A platform for bringing people together

2.

Mediating past and present

Carlsberg experience strategy

9.

Carlsberg Explorer 1

Physical and virtual touchpoints

10.

Carlsberg Explorer 2

Content communication elements

11.

Creating a Carlsberg Community

Connecting to Copenhagen and beyond

12.

Jennifer and Peter

Exploring Carlsberg and the Brewhouse

9.

New Carlsberg Brewhouse in a global perspective

Locally grounded, globally connected

1-2

3-4

5-6

7-8

9-22

23-26

Plans, sections and elevatio 27-28

29-30

31-32

33-34

35-36

37-38

39-40

New Carlsberg Brewhouse 2012.02.10

Expressing the Carlsberg Spirit Engaging in contemporary culture Imagine this…

True to Carlsberg’s heritage and brand

At New Carlsberg Brewhouse you can can watch the European Championship with your best friends, enjoy a world class nordic meal surrounded by the view of Copenhagen. You can hear your favourite band in a fantastic industrial space, explore the rich cultural heritage of Carlsberg and Copenhagen at your own pace. Imagine a place that feels a bit like coming home. A place that breathes authentic quality. A place the helps you find your way through Copenhagen. A place that makes you connect with people.

New Carlsberg Brewhouse has direct links to the strong tradition of innovation and generosity that characterized the founders of Carlsberg. It offers a modern platform of the social and cultural commitment of J.C and Carl Jacobsen as it connects to culture, innovation and social commitment. Offering the public world-class experiences filtered trough the Carlsberg values and brand focus, Carlsberg creates something truly relevant and important for its audience. As opposed to many traditional brand centres, New Carlsberg Brewhouse doesn’t just tell the story of Carlsberg – it facilitates quality experiences in dialogue with users and producers.

Carlsberg enabling participation Carlsberg is – both as the beer we drink and the sponsor we know – a strong curator of social content. For many, it is in the arenas of sports, culture and social events where Carlsberg makes a difference. In New Carlsberg Brewhouse we grant the Carlsberg public a chance to experience both the cultural heritage of Carlsberg and contemporary cultural production and expression related to Carlsberg. New Carlsberg Brewhouse is designed to produce and share Carlsberg culture, not only represent it.

Step up and do the right thing At the core of New Carlsberg Brewhouse’s profile and activity is the call for doing great: stepping up and doing the right thing. Carlsberg Brewhouse celebrates doing things good – and doing good things. This double ambition encapsulates the vision and brand strategy of Carlsberg Group and links deeply to The Carlsberg Foundation activities – in a popular, progressive way.

The strategy for New Carlsberg Brewhouse underscores Carlsberg’s company profile as a unique and generous contributor to Danish culture, science and sport and brings a new, contemporary framework to present international culture, sports-icons, artists and events.

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Connected to Copenhagen A central element to New Carlsberg Brewhouse is a strong connection to Copenhagen’s cultural institutions, producers, sites and events. Carlsberg’s own foundations (Carlsberg Fondet, Ny Carlsberg Fondet and Tuborg Fondet) alone, present a significant amount of world class content – a story rarely told. But New Carlsberg Brewhouse can also link itself to the cultural flourish we have seen in recent years in Copenhagen. Events such as CPH DOX, Copenhagen Jazz Festival and CPH Fashion Week, can be welcomed by the New Carlsberg Brewhouse and open up a wide potential of co-branding. This can be extended to international collaborations, promoting New Carlsberg Brewhouse as the place to be in Copenhagen.

Creating value together New Carlsberg Brewhouse is perfectly in alignment with the newest market trends. It both understands the nature of an experience-based economy – and looks towards an economy more involved in transformation and interaction. Creating valuable, meaningful and educational experiences is not only important – it is most definitely a crucial market on the rise. New Carlsberg Brewhouse is a future oriented answer to the question of creating true value – both economically and socially

– for the company and for Carlsberg users, consumers and fans. Creating a true collaborative content platform in a unique Copenhagen context can put Carlsberg up in the top when it comes to international press and attention.

A social ambition The curatorial concept of New Carlsberg Brewhouse supports initiatives, activities and projects that has the ability to bring joy to as many as possible and thus promotes social togetherness. This lies within the framework of Tuborg Fondet and links to many of Carlsberg Foundation activities – in a popular, modern way. New Carlsberg Brewhouse shows fresh direction in progressive Corporate Social Responsibility, with New Carlsberg Brewhouse, Carlsberg can introduce a CSR approach that has direct value for customers, as they can see and experience the worthy initiatives made possible by Carlsberg. This can become a crucial link to the customer in the future.

Little Mermaid

Gefion fountain

Design Museum Denmark

State Museum of Art Royal Theatre

Botanical Garden

Rust Carlsberg Foundation

Glyptoteket

Visit Carlsberg New Carlsberg Brewhouse

New Carlsberg Brewhouse

Carlsberg District

A contemporary culture destination

A cultural heritage to explore

An interface to the city

New Carlsberg Brewhouse is created as a contemporary culture and community house, presenting the best of Danish and international culture, sports and science.

The essence of New Carlsberg Brewhouse is meeting user, seasonal and cultural demands and trends in dynamic and creative ways, in the spirit of Carlsberg.

Designed to present the culture of today and tomorrow, Carlsberg Brewhouse offers the public a unique place to experience real, authentic and modern expressions of the Carlsberg spirit – rooted in Copenhagen, open towards the world.

Carlsberg is the only brewery in the world to have created an entire city district that bears its name. Many of the stories as well as much of the unique building heritage connected to Carlsberg are to be found in the Carlsberg District. That’s why our main heritage experiences are based in the Carlsberg area, with Old Carlsberg as a focal point. We present Carlsberg Explorer as a digital and social interface organizing Carlsberg stories in meaningful ways for the visitors. Carlsberg Explorer combines human touch points and films, audio-narratives, augmented reality, archive footage and photos that can be accessed digitally onsite on tablets or shown on projections.

To make New Carlsberg Brewhouse and Carlsberg district a success for tourists, we must create a destination that is unmissable. We propose Carlsberg Brewhouse as a friendly hub for tourists, connecting them to Copenhagen. New Carlsberg Brewhouse and Carlsberg offers not only a magnificent view but great food and unforgettable experiences.

The Brewhouse makes it easier for tourists to navigate Copenhagen offering Carlsberg guides, maps and bikes that point to interesting cultural destinations in Copenhagen – of which quite a few are funded by Carlsberg.

Carlsberg in Copenhagen

New Carlsberg Brewhouse 2012.02.10

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New Carlsberg Brewhouse Making Carlsberg Present Show, don’t tell

A place for sharing great moments

Creating a truly great destination linking the story of a company and the wishes of different users is a delicate task. New Carlsberg Brewhouse bridges contemporary passion for culture and sports with the legacy of Carlsberg – not only by representing Carlsberg culture, but by making contemporary culture possible. At the core of the approach to New Carlsberg Brewhouse is the focus on sharing, engaging and developing content together.

Rather than a fixed exhibition concept, New Carlsberg Brewhouse is designed to facilitate diverse and dynamic programs related to the Carlsberg program. Show, don’t tell, is the mantra. Rather than displaying greatness, we want people to be a part of it..

Rather than putting a museum experience in the centre, we focus on the meetings and transformations Carlsberg enables. Carlsberg Brewhouse offers a variety of experiences, inviting visitors and stakeholders to engage in new communities and events powered by Carlsberg.

The value of right here, right now The nature of New Carlsberg Brewhouse enables Carlsberg to connect to trends and events that interest tourists, locals and business partners. As a brand centre, the aim for New Carlsberg Brewhouse is to be a must see destination in Copenhagen. By being able to respond right here, right now, Carlsberg can remain interesting – both for the wider public, in the news circuit – and for key collaborators. Furthermore, New Carlsberg Brewhouse, makes Carlsberg well suited to develop and sustain longterm strategic partnerships with Copenhagen promotional activities, campaigns and destination branding initiatives. These partnerships are crucial in the international promotion and communication of tourist destinations.

From fixed exhibition to eventbased experiences

Engaging different communities Rather than the traditional fixed exhibition tour we propose a designed and an organizational structure that enables visitors to customize their own narrative and engage in their preferred events and communities facilitated by Carlsberg.

Focused around themes such as the company, taste, science, beer, sports, heritage, business, music and arts Carlsberg can come closer to the core of people’s passions – and make real, valuable events take place.

A dynamic cultural platform

From one size fits all to customized experiences

Rather than a static exhibition concept, which often quickly becomes outdated and rarely desired by the public, we facilitate dynamic content production based on Carlsberg’s values and interests. The Brewhouse building design and an organizational structure enables a rich variety of events and activities as the main brand experience.

Access points The Carlsberg stories are many and diverse. Creating different access points is key to invite people inside and then aid in guiding them on a journey around past and present, business and arts, culture and science. We present a thematic structure curating Carlsberg’s great stories and making them available to different types of visitors. The themes are integrated in both the physical and virtual access points and supports navigation and customization for the vistors.

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From fixed content to ever changning content

Copenhagen Bar

Mindspace Ii

Tastelab

Mindspace I

Kettle Hall Carls Auditorium Lobby Silo

Gallery C Bike Path Connection To Tunnels

Basement

World Of Carlsberg Bar

Services

Storage Services

Technical

Company

Taste

Science

The Beer

Sport

Business

Heritage

Music

Art

The stories of the international company and the foundation

Involving people in understanding the wonder of taste

The stories of Carlsberg strong commitment to innovation.

Exploring the world of beermaking and the development of brewing.

Supporting great sports.

Making everybody part of the game

Doing and facilitating good business

Making Carlsberg’s and Copenhagen’s heritage present

Sharing the best with people.

The passion for great art as a Carlsberg trademark

New Carlsberg Brewhouse 2012.02.10

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Main Structure Transforming the Brewhouse Authentic spaces At the core of Carlsberg Brewhouse is the real authentic space of the historical Brewhouse. The modernized Carlsberg Brewhouse contains a rich blend of flexible spaces that makes it possible to host a wide range of activities related to Carlsberg.

Historic and contemporary The overall character of the New Carlsberg Brewhouse is authentic.

In our strategy of transformation we strive to preserve the authentic experience of Carlsbergs industrial grandness and legacy as well as a genuine experience in terms of the new functions and activities introduced into the New Carlsberg Brewhouse.

The New carlsberg Brewhouse highlights contemporary content and stories in a real, historical context.

The architectural concept supports a flexible content strategy, and enhances the architectural values of the individual rooms of the Brewhouse. The different spaces are designed with unique functionality, character and program that yet enable a diversity of uses.

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Heritage

Industrial Spaces

The Brewhouse from 1901 was designed by Vilhelm Klein and Carl Harild and stands as a strong example of the high ambitions of Carl Jacobsen - an icon of the Historicistic epoch and the exuberant architecture of the time.

The italian inspired facade and the Elephant Portal constitute a powerful iconographic and wellknown landmark for Carlsberg and for the New Carlsberg Brewhouse.

A cross section of The Brewhouse reveals a unique interior of highly differentiated industrial spaces. Each space with its own structure, scale, raw industrial beauty and unique experience.

We propose to use the unique industrial structure as it stands, changing as little as possible but as much as needed to service the new functions of the house.

Entrance Plaza

Roofscape

Circulation

The Brewhouse has three central main gates that makes the main entrance of the house.

One is used as a bikepassage connecting the district straight through the Brewhouse. The two others are opened up and glazed enhancing transparency and communication between the Brewhouse and the surrounding cityspaces. At ground level Carlsberg World Bar floats into Bryghuspladsen as a welcoming gesture from the Brewhouse to the world and to the city.

From the backside of the Brewhouse a rental bikes service will bring visitors further into the Carlsberg District and Copenhagen.

The Brewhouse roof top is the peak on Carlsberg (Carlsmountain) offering unique panorama overlooking the district as well as Copenhagen.

The introduction of new functions demands a new concept for circulation and safety. A new main circulation is introduced. The central stair in the Kettlehall is extended to create a central entrance to the Brewhouse.

The old roof is transformed into a new roofscape finalizing the interior circulation with an external connection making the district and the city an integrated part of the Brewhouse experience.

The new roof connects the interior and exterior of the brewhouse in a distinct and original way and creates a series of open air spaces for different uses and events.

Two new main stairs with lifts are introduced for internal circulation. They connect the shifting floors of the house enabling new cross communication.

Existing lifts and staircases are preserved for secondary circulation, escape routes and transport of goods.

New Carlsberg Brewhouse 2012.02.10

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The Brewhouse Transformed Diverse spaces for diverse uses

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01. Kettle Hall

02. Carlsberg World Bar

03. Brewhouse Lobby

The Brewhouse town square

The international welcome

The check-in area

Focal point of orientation and exploration of Carlsberg, lounge and shopping area.

Opening up to the district, taste the beers of Carlsberg worldwide.

Welcome and orientation area for the Carlsberg Brewhouse, Carlsberg District, Carlsberg Company and Copenhagen

04. Silo

05. Carlsberg Roofscape

06. Mindspace

The big, multifunctional event space

The must see destination at Carlsberg

Creative business, conference and learning space

Live sports screening, art pieces, indoor sports, concerts, market space

Carlsberg viewpoint, outdoor exhibitions, dining and drinking, open air screenings and lectures

Internal and external business space, innovative processes, conferences, seminars, academies, workshops.

07. Carl’s Auditorium

08. Gallery C

09. Basement

A modern, performanceoriented lecture and event space

Multifunctional exhibition and event space

Subculture music and exhibition venue

Concerts, lectures, conferences, movie screenings, performances.

Showroom, gallery, artist’s studio, outlet, catwalk, workshop space.

Artist studio, experimental events, exhibitions, night club.

10. Taste Lab

11. Copenhagen Bar

Quality Nordic restaurant and taste laboratory

Copenhagen 360° panorama

Brewhouse restaurant and taste laboratory introducing visitors to the science of taste creation.

Exclusive bar, dining, social events, viewing point,

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New Carlsberg Brewhouse 2012.02.10

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Spatial Modules Preserving the industrial heritage

Cph bar

Tastelab

Mindspace Kettle hall Carls auditorium Lobby

Gallery C

bike path

Silo

Carlsberg World Bar

Storage Basement

Using the industrial heritage

The new Brewhouse roof

The Brewhouse has around 11 different main spaces to be transformed into Carlsberg brand spaces.

The three roofs of the Brewhouse will be transformed to allow for the visitors to access the roofscape and enjoy the magnificent view overlooking Copenhagen and the Carlsberg district. The transformation create new indoor and outdoor spaces for additional activities and therefore allows for a general refurbishment, enhancing the energy effeciency of this roof facade.

Together they offer a complex and rich industrial heritage and a unique and differentiated spatial experience that we strongly advise to preserve throughout the transformation of the building to fit the new uses and users.

Rather than superimposing a single character to the building we propose to use the unique and surprising spaces in the Brewhouse by introducing new uses and by connecting them in new ways.

Each of the unique spaces are carefully transformed to make the best of the qualities found.

This will allow for the house to keep its rich diversity in spaces which will then support a rich and diverse future use and activitiey of the house.

The roofs of the westwing are transformed to accomodate a new conference space and to connect with the the roof of the Kettlehall. The roof on the eastwing is transformed to accomodate a skybar also connecting to the roof of the Kettlehall. The roof of the Kettlehall is part of the listed space beneath and is preserved. The Kettlehall roof can be crossed on a wooden skywalk connecting the western and eastern wings across the peak of the Brewhouse.

The refurbishment of the Kettlehall roof is proposed in recycled copper to make it part of the unique Carlsberg roof experience.

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Services

Flexibility concept The New Carlsberg Brewhouse offers a combination of fixed facilties and flexible spaces. The fixed facilities hold core services as well as technical demanding facilities such as kitchens and auditoriums.

The flexible spaces are more generic and open, for events and activities creating brand value, attention and great moments for the visitors and users of the Brewhouse to experience.

These spaces can host short term events as well as more long term exhibitions or activities according to the brand value creation and operational needs of the Brewhouse.

Following this transformation strategy the Brewhouse becomes a building of many different interconnected spaces that can accommodate a wide range of different activities in different constellations, combined, integrated or seperated.

Technical

Carlsberg Core Space The central building becomes the Carlsberg Core Space of the house. The various spaces of the two wings are closely linked to this space creating a clear linkage between temporary activities, events and exhibitions and the more permanent and scenographic brandspace in the core building. This will link events Carlsberg.

The three wings of the building allow for a high degree of flexibity in use. The core building with entrance, lobby, service facilities and the Kettlehall become a permanent Carlsberg Brand Space working as a framework while servicing the different events in the spaces of the two wings.

This main organisation enable sa great flexibity and the potential to use the spaces individually or in different combinations across the building which will increase the capacity and potential for larger events.

Core Carlsberg Spaces

Fixed permanent facilities

Spaces for flexible use

The central part of the Brewhouse is the core brand space of Carlsberg offering a permanent Carlsberg experience throughout the house, from the Carlsberg Worldbar, to the Lobby and the Kettlehall galleries with exhibition, merchandise shopping and Carlsberg taste experience.

The fixed facilities are the Carlsberg Worldbar, the Lobby, Carls Auditorium and the lower part of the mindspace conference facilties.

The New Carlsberg Brewhouse has a great number of flexible spaces that can accomodate the wide range of different events. They are The Silo, Carls Gallery, The Basement, The upper floor of the Mindspace, the roof as well as the Skybar

Conference space

Carlsberg taste experinces

Exhibitions

For larger conferences or seminars the Mindspace will serve as a core space while Carls auditorium, the foodlab and the Copenhagen Bar could serve as supporting space.

The taste experience stands in the center of The Brewhouse offerings. The Taste Lab will work as the core space for production, workshops and interaction around great taste creation while the beer and food can be enjoyed in many supporting spaces of the house.

The flexible spaces of the Brewhouse can be used individually or collectively for exhibitions or events.

They serve as core spaces for temporary events supported by the world bar the Lobby and the Kettlehall.

Night-life events

Carlsberg World Bar

Outdoor events

For evening events with music or nightlife culture the lower floors of the Brewhouse can host events with the Carlsberg World Bar as the central distribution points without opening the lobby and the Kettlehall.

The World Bar can be closed off towards the Lobby enabling late night services to vistors and local guests in the area. The World Bar cane serve as the central distribution point of the house after hours.

With the Copenhagen bar as the center of activities, events on the roof can be held with access from the from the Carlsberg World Bar. New Carlsberg Brewhouse 2012.02.10

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Carlsberg World Bar The international welcome Main functions:

Opening up to the district.

Character:

Accessible, warm and friendly, Value creation:

Introducing the Carlsberg Group, linking to the tourists. Generating income Experience touch points:

Browse the Carlsberg sub-brands Find your local Beer Carlsberg World Bar meets the city at street level. In the Carlsberg World Bar you can buy any one of Carlsberg Groups many sub-brands. Beers and softdrinks from the bar are served outside at Bryggernes plads on the southside of the Brewhouse.

Outdoor serving tables are shaped as a social sculpture of the Calrsberg world map. Whilst seated in Asia you can buy an asian subbrand of the Carlsberg Group.

The World of Carlsberg Map becomes a social landmark of the Brewhouse and acts as a global welcome gesture to the many visitors from abroad.

The world bar is the entrance of the Brewhouse and as such the social life of the bar and the gesture of serving Beer and softdrinks become the first meeting with the Brewhouse. It serves people on the street as well as visitors of Carlsberg.

Two of the portals are transformed into the World Bar the last portal is made into a public bikepath going straight through the house inviting all the city to drive straight through the bar and the entrance of the Brewhouse.

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Copenhagen Beer Festival by

Brewhouse Lobby The check-in area Main functions:

Welcome and orientation area for the Carlsberg Brewhouse, Carlsberg District, Carlsberg Company and Copenhagen.

Character:

A friendly, informative lobby.

Value creation:

Carlsberg promotion, Carlsberg as a friendly hub to Copenhagen.

Experience touch points: Carlsberg timeline - browse the company highlights.

Carlsberg people – employees from around the world.

Carlsberg structure – real time map of Carlsberg production.

At the Lobby you start the visit, meeting the staff of the Brewhouse that introduce the Carlsberg offerings. You get the current program of activities for the Brewhouse, The Carlsberg District and for the Carlsberg related attractions and events in Copenhagen.

Welcome to

When entering the Lobby you meet a classic staffed reception. The nice staff of the Brewhouse help you to information and to the specific services such as the Carlsberg Explorer, guided tours, the Carlsberg tablets and Citybikes. The remaining part of The Lobby is an informal lounge with four main information zones: The Brewhouse, The Carlsberg District, Copenhagen and the Carlsberg Company.

The touch points allow you to browse in the modern history of the Carlsberg Group. You can flip through a timeline animation of Carlsbergs logistics, illustrating Carlsbergs current position as a truly global co-orporation.

New Carlsberg Brewhouse 2012.02.10

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Kettle hall The Brewhouse town square Main function:

Focal point of orientation and exploration of Carlsberg, lounge and shopping area, eating.

Character:

Supporting brewing cathedral atmosphere, allowing for people to enjoy the unique space as it is - and focus on the simple pleasure of enjoying a beer and a Nordic meal.

Value creation:

Communicating core values and heritage.

Experience touch points: Beerbrowsing - Browse the beers launched by Carlsberg from 1847 The Bindesbøll Logo – The great artist behind the logo The bottle collection game - Find the bottle from…

The Kettlehall is the “town square” of the brewhouse and the natural focal point of orientation.

The unique heritage of the Kettlehall is preserved with very little changes. By changing the use of the space we give people a reason to stay, have a beer, dine or shop inside the space and thereby absorbe the impressive heritage of Carlsberg. The three galeries are used for different purposes.

The floor of the Kettlehall is mainly distribution space allowing the many visitors to pass through the “cathedral of brewing”. Mobile bars and counters can be installed to service for special events.

The first gallery; Carlsberg Design Gallery, is used 13

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Heritage by

as a lounge space combining gallery and exhibition with merchendise shopping and pop up shops.

The combination allows for a relaxed atmosphere where visitors are stimulated to browse and hang out while offered the possibilty to shop. The design Gallery features an experience touchpoint where visitors can browse beers launched by Carlsberg and acquire background information. The interaction point is staged in the Carlsberg bottle collection that serves as scenografic environment on the gallery.

The Taste Gallery at second level lies between the food lab and the mind space. It is dedicated to the taste of quality, to drinking good beer and well prepared meals.

At The Sky Gallery on the third level the existing bridge is extended to become a full floor that connects to the roof terrace on both sides of the Kettlehal as well as to the upper floor of Mindspace and Copenhagen Bar. The Gallery can be flexible in use for exhibitions, pop up shops or break out sessions from the Mind Space as well as extension of the Copenhagen Bar.

Silo Large industrial event space Main functions:

Live sports screening, large art exhibitions, indoor sports, concerts, conferences, market space.

Character:

Indoor sports floor elements, scene and sound-system. Rough, voluminous, minimalistic.

Value creation:

A place to host bigger Carlsberg related events, linking to Carlsberg´s focus on sports.

The Silo is an amazingly large space inside the Brewhouse. The 13 meter heigh room makes space for a wide range of different activities involving sizeable objects or extensive amounts of people.

The scale and expression of the industrial space is preserved as a rough and flexible framework for new functions and events.

Great moments by

The tall windows on the northern facade acts as a cathedral like scenography for events and activities in the space.

The Silo can be accessed on many levels as it connects to both the Lobby, various levels of the Kettlehall, as well as the Carlsberg World Bar. The space is serviced by the existing goods elevator as well as an additional lift in the floor connecting to the indoor loading facilities on the level below to the backside of the Brewhouse.

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Mindspace Creative business, conference and learning space.

Main function:

Internal and external business space, innovative processes, conferences, seminars, academies, workshops.

Character:

Bridging the formal and playful, enhancing creativity.

Value creation:

Strengthening Carlsberg as business destination and offering a development cradle for Carlsberg. Generating income.

The mindspace is a cluster of spaces for meetings, knowledge sharing, presentations, workshops, conferences and seminars. The spaces can be used individually or in combination offering a wide range of charateristic meeting spaces.

The spaces can be used for school classes, groups of visitors, Carlsbergs internal conferences or external business activities. The uniqueness of the space and the connection to the Kettlehall, the Brewhouse and Carlsberg in general will make it an extraordinary experience to visit the Mindspace.

The top floor of the Mindspace is a large seminar room with the capacity to host approximately 175 seated people overlooking Copenhagen with direct access to the roof plaza. The lower floor of the mindspace contains formal and informal meeting spaces of various sizes with a total capacity of 175 people seated in different constellations.

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Sharing ideas at

The mindspace include spectacular spaces such as the Silotower Pavillion and the Elephant Tower Lounge that are unique experiences of the mindspace.

The facilities can be used in combination with the Carls Auditorium, Copenhagen Bar and the tastelab offering a full package conference experience powered by Carlsberg.

Carls Auditorium A modern lecture and performance space Main functions:

Concerts, lectures, conferences, movie screenings, performances.

Character:

A modern interpretation of the classic cinema and auditorium.

Value creation:

A place for knowledge sharing and linking to the business program. Generating income.

Carls Auditorium is a space for sharing great moments, great stories, great events and great ideas. The Auditorium is a modern, performance space with a stage and flexible audience seating allowing uses such as film screening, lectures or conferences as well as concerts and other performances to occur.

The program of the Auditorium can combine daily screenings of Carlsberg short films with lectures and larger events in relation to Carlsberg, venues and festivals taking place in Copenhagen as well as in the world.

On an everyday basis the auditorium can be a place to screen movies about Carlsberg also available with Carlsberg Explorer. In relation to the large scale events such as Champions League, Copenhagen Jazz Festival, Copenhagen Dox film festival or large conferences the auditorium can host 250 people standing or sitting.

Whether they come for business, screen art, performances, lectures or presentations they share the experiences hosted by Carlsberg.

Screened by

floorlevel of the Kettlehall allowing for large events to share the two spaces. At the entrance zone a bar is located, that can serve the audience before, during and after a show.

As the entrance level is higher than the stage, a stepped seating build up is allowed when needed. The build up can be stored under the raised entrylevel at standing events.

The Auditorium entrance is directly connected to the

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Copenhagen Bar A spectacular viewpoint and bar.

Main functions:

Bar, restaurant, lounge.

Character:

A friendly, quality oriented bar and restaurant connected to Taste Lab. Value creation:

Must see destination, telling Carlsberg Copenhagen stories.

Experience touch points:

Interactive table map: The building of Copenhagen - The stories behind Glyptoteket, The Little Mermaid, Botanisk Have.

Carlsberg guide to contemporary Copenhagen – Music, nightlife, sports, powered by Carlsberg.

Carlsberg guide to art and architecture The story of important buildings and artpieces in Copenhagen sponsored by Carlsberg over the time

Carl Jacobsen named Copenhagen “The city of the beautiful towers”. In the Copenhagen Bar the towers of Copenhagen and Carlsberg district can be enjoyed in 360 degree panorama.

In the Copenhagen Bar you can experience Carlsbergs long engagement with the City of Copenhagen. While enjoying the view and a cold Copen*hagen in the lounge the interactive tables makes a digital coffee table book allowing you to browse through a few key stories of

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Copenhagen skyline by

Carlsberg: By the animated visualisation of the Carlsberg District will allow you browse fourth and back in time. Follow the urban development of the Carlberg district from 1847 till today and into the future development till 2050.

For special events the bar can be rented out for Carsbergs Corporate events or for private arrangements in the context of Carlsberg District and the Brewhouse.

Taste Lab Quality Nordic restaurant and taste laboratory Main functions:

Brewhouse restaurant and taste laboratory introducing visitors to taste experiences.

Character:

Nordic design, quality, beer tasting, modern.

Value creation:

Linking to Carlsberg’s core product: the taste. A hub for quality storytelling.

Generating income.

Experience touch points:

Meet the taste masters – Talks about taste making.

Try taste making – Workshops for taste development .

The rediscovery of Nordic food – See the film.

Great taste by

The story of yeast – Saccharomyces Carlsbergensis.

Description: The taste lab is a core destination and function in the Brewhouse.

The outer part of The Taste Lab is a laboratory of taste allowing for the visitors to experiment with the science of taste creation and innovation.

With the skilled staff of the Lab they can test their senses and learn about the chemistry behind good taste and about the quality of great beer.

Using the kitchen as a laboratory the staff can

also produce food and teach about food creation and the science of food and taste in line with the new nordic kitchen- and molecular cooking movements.

The kitchen has a staff of highly qualified standard that can communicate with and handle vistors as well as prepare high quality food.

The Taste Lab combines more permanent activities and themes (such as chemistry of the beer) with

a program of ever changing themes. The Lab can be curated for a period by highly profiled local or international chefs, differentiating the taste experience, the menu and activities over time.

The inner part of the Tastelab serves as the main production kitchen and is accessed only by the staff. The kitchen offer brunch, lunch, and dinner with a focus on Nordic quality and taste with beer as ingredients for the Taste Gallery restaurant in the Kettlehall as well as for the remaining functions of the Brewhouse.

New Carlsberg Brewhouse 2012.02.10

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GALLERY C Multifunctional exhibition and event space Main functions:

Showroom, gallery, artist’s studio, outlet, catwalk, workshop space.

Character:

Minimalistic, white gallery space.

Value creation:

A place to host smaller exhibitions and events. Generating income Gallery C is a multifunctional exhibition and event space. The space lies on street level in the western wing in connection to but slightly lower than the Lobby.

The high and raw gallery space can be used for a wide range of events and activities such as a showroom, gallery, artists studio, outlet, catwalk, workshop space etc.

Per Kirkeby on display by

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Basement Subculture music and exhibition venue Main program:

Night club artist studio, experimental events, video art and installation and exhibitions.

Character:

Rough, dark, simple.

Value creation:

Linking Carlsberg to subcultural events generating income Description: The basement is underground eventspace fitting a wide scope of activities and events. Like Gallery C, it is a highly flexible space for installations events performances, on site art and the like.

The underground connection to the Carlsberg World Bar enable the two spaces to be open after hours for late night venues, parties and festivals.

The rough detatched underground space enables Carlsberg to also host more experimental artists and eventmakers. Partnerships with young cultural entrepreneurs enable Carlsberg to evolve and test the future cultural movements and consumer tendensies before they become mainstream.

Copenhagen Distortion at

New Carlsberg Brewhouse 2012.02.10

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Carlsberg Roofscape The must see destination at Carlsberg Main functions:

Promenade, viewpoint, outdoor exhibitions and events.

Character:

Being close to Carlsberg towers Value creation:

A unique experience in Copenhagen The roofscape of Carlsberg is a mythical place of spires, towers, copper statues and chimneys. To experience the district and heritage of Carlsberg from this perspective is a truly unique experience and a must see destination

in Copenhagen.

The old roof of the brewhouse is transformed into an accessible stepped landscape of plateaus and stairs making it possible to walk across the roof, hang out and enjoy the magnificent view over Carlsberg District and Copenhagen.

The Brewhouse Plaza connects with the Copenhagen Bar and The Taste Lab on the east sideand to the Mindlab on the West side. The Kettlehall is accessed on both sides.

On the western side the sloping plaza steps down, creating two outdoor amphi-theatres that can be used for open air lectures, movie screening, presentations or hangout space in relation to the Mind Lab. The many plateaus can serve as a rooftop gallery for open air exhibitions of art or sculptures.

On the east side, the plaza is split into a lower and a higher level. The lower is in direct relation with the Copenhagen Bar and enables outdoor serving on the south side under cover or open air. The higher part is a viewing platform from where the stunning view over the district and Copenhagen can be enjoyed.

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Towers of Copenhagen by 2012.02.10 New Carlsberg Brewhouse

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BREWHOUSE LOBBY storage

lockers

SILO

storage info

+5.80 m

restroom

+4.00 m

+2.05 m

backstage

technical

bar

exhibition

BASEMENT

restroom

event projection

lockers

info

+5.80 m

foot tennis event

CARL’S AUDITORIUM

Level -1

CARLSBERG MUSEUM

Level 1

h. -3.25 m.

LEVEL -1 H -3.25m

LEVEL 1 H +5.80m

lounge

1:500

h. +5.80 m.

1:500

HOTEL

loading area entrance

bar loading area

exhibition

storage lounge

lounge

BREWHOUSE LOBBY -0.15 m

KETTLE HALL

bike path storage

GALLERY C

storage / technical

+0.40 m +2.00 m

bar -0.75 m

+0.00 m

staff kitchen

staff

staff

CARL’S AUDITORIUM

entrance

LEVEL 0 H +2.00m

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Level 0

lounge

LEVEL 2 H +8.05m

Level 2

h. +2.00 m.

h. -8.05 m.

1:500

1:500

meeting room

conference

KETTLE HALL

KETTLE HALL shop

shop

bar

MINDSPACE conference

meeting room

temporary pop-up shops

Carlsberg design gallery

meeting room

terrace

lounge meeting

sky gallery

lounge

temporary pop-up shops

COPENHAGEN BAR

lounge

administration

terrace terrace

shop shop

Level 3

Level 5

h. 12.55 m.

meeting room

LEVEL 3 H +12.50m

h. +19.30 m.

1:500

LEVEL 5 H +19.30m

1:500

LEVEL 6 H +21.90m

Level 6

HOTEL

lounge

terrace

KETTLE HALL workshop bar

taste gallery

MINDSPACE

taste gallery

kitchen +16.10m

+15.40m

conference

TASTE LAB

COPENHAGEN BAR

kitchen terrace

storage

LEVEL 4 H +16.10m

Level 4

h. +16.10 m.

h. 21.90 m.

1:500

1:500

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24

Infrastructure House performance

Circulation

Fire strategy

To arrange an older, worth preserving industrial building with so much history for creative purposes such as restaurants, exhibitions lectures, concerts etc. is a challenge. Also as the building will hold a lot of assembly rooms with a large number of people, all with little knowledge in regards of means of egress.

In the building the following active fire protection systems will be installed: - Automatic fire alarm system - Emergency voice and alarm communication system.

This must be connected to the automatic fire alarm system.

- Sprinkler system - Smoke and heat ventilation (mechanical or natural) in the large room “Kettle Hall” - Exit and emergency lighting

Finally, the building must be very flexible - both in terms of allocation of guests, the use, layout and arrangement.

All this taken together, provide a challenge in the design of the general circulation as well as fire safety strategy for the building.

Using existing service infrastructure Existing goodslifts are used as service cores enabling the distribution of large goods in both sides of the building. Using the westwing lift the Tastelab can distribute prepared food to the roofscape and the Copenhagen Bar upstairs, and simple dishes can be distributed to the Carlsberg World Bar on the street lavel. The lift enable the Tastelab to make use of storage facilities on the ground level underneath the Silo.

The three existing staircases are used as escape routes.

In addition, the possibility of escape to a safe zone is used in the evacuation strategy. This means that the building is divided vertically into three main fire compartments, where to escape is possible. When people are safe in another fire compartment they will then be able to evacuate to ground level.

South facade 1:500

The Basement, Gallery C, Carls Auditorium as well as the Mindspace are serviced by the second lift in the back of the eastwing. Along with the firestairs the lift makes a “backstage” distribution of goods and people.

For larger events in Carls Auditorium, the Mindspace can serve as VIP space for artists and performers.

North facade 1:500 25

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Roofscape

(6th level)

Mindspace II

(4th level) (4th level) Copenhagen bar

roof access

roof access, bar

Mindspace I

(3rd level)

toilets

Taste lab

(3rd level)

toilets, kitchen

Kettle Hall

(2nd level)

top floor roof access

Carls Auditorium (1st level) storage, bar

Lobby

(1st level)

roof access, bar

Silo

(1st level)

loading platform

Gallery C

(Ground level)

storage (Ground floor)

World bar

main access, bar, bike path (Ground level)

Storage

service access, storage staff rooms, technical

Basement

(-1th level)

storage, technical

Services

(-1th floor)

toilets, wardrobe, lockers, tunnels access

Main Circulation

(Ground level)

Technical

storage, technical

Secondary circulation / escape routes Service cores Fire compartment border New Carlsberg Brewhouse 2012.02.10

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New Carlsberg Brewhouse Content Strategy A platform for bringing people together The New Carlsberg Brewhouse can bring together tourists, locals, consumers, customers, employees and communities of interest around Carlsberg’s brand and values.

Curatorial concept: Celebrating greatness together The content strategy of New Carlsberg Brewhouse supports the ambition of celebrating greatness together – sharing great moments. New Carlsberg Brewhouse is a strong expression to support initiatives, activities and projects that have the ability to bring quality and joy to as many as possible. It promotes the passionate desire to do great and supports the social aspect integral to the enjoyment of beer. But not only that: the right strategic collaborations, linking the right partners and people to Carlsberg can create substantial brand value.

Creating value through partnerships To ensure long term and sustainable brand value creation, more is needed than traditional commercial communication. Increasingly, brand value stems from partnerships with other actors and the wider public. By connecting with attractive partners, to Copenhagen and to the public, New Carlsberg Brewhouse can sustain the Carlsberg brand in a deeper way than a traditional brand centre. Furthermore, It allows for Carlsberg to react to trends and tendencies and connect people around the brand in contemporary, engaging ways.

Content development organisation We propose an organizational model with a mix of curated events by New Carlsberg Brewhouse and a range of collaborations with Danish and international partners. The model sets up a group of Carlsberg curators within selected Carlsberg fields of interests: beer & food, culture, sports and science. To develop the curatorial practice in more detail, the team proposes a development process designed to include relevant Carlsberg decision makers and cultural actors alongside Denmark and abroad. We are confident that this model will create a more sustainable brand, experience and economic value compared to that of a traditional, static experience design model.

A platform for co-branding

WORLD CLASS REGIONAL CLASS

LOCAL CLASS

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The flexible space of the Brewhouse let’s Carlsberg engage with a variety of activities within Carlsberg’s interest, enhancing Carlsberg’s strong tradition of cobranding. A core element in New Carlsberg Brewhouse program is a strong, strategic connection to Carlsberg Group’s activities, to Copenhagen’s cultural institutions, producers and events and to the international scene of culture, business and sports. New Carlsberg Brewhouse aims to create significant increased brand value by enabling co-branding projects with the right people, the right events and the right brands.

Dynamic content scenarios

Content Content Scenarios Scenarios Wondercool at the Brewhouse FEBRUARY

JUNE/JULY Sharing the best football

Celebrating the Carlsberg spirit of art, music and design Carlsberg is the hub for presenting Danish culture in winter Copenhagen

Content Scenarios Content Scenarios February: Wondercool February: Wondercool at the Brewhouse at the Brewhouse

June/July:

Celebrating the Carlsberg Celebrating spirit ofthe art,Carlsberg music and spirit design of art, music and design

Carls auditorium: Showcase: Movies on fashion, fashion on movies

The UEFA European Football Championship New Carlsberg Bewhouse invites fans to share great football moments with friends and Carlsberg Sharing June/July: the Sharing best football the best football The UEFA European The Football UEFAChampionship European Football at New Championship Carlsberg Brewhouse at New Carlsberg Brewhouse

Mindspace Special business events

Copenhagen Bar: DR2 makes an interim TV Studio, broadcasting Smagsdommerne live

February: Wondercool at the Brewhouse February: Wondercool at the Brewhouse

Celebrating the Carlsberg spirit ofthe art,Carlsberg music and design Celebrating spirit of art, music and design

Silo: Kettle Hall: Concerts: Sharing great Art meets fashion: Danish Music Henrik Vibskovs work on display Celebrating Music with Carlsberg Music with Carlsberg

June/July: Sharing the Sharing best football June/July: the best football

The UEFA European The Football at NewChampionship Carlsberg Brewhouse UEFAChampionship European Football at New Carlsberg Brewhouse

Gallery C: Young Danish artist on display

June: Celebrating June:

October: The October: Nordic

JUNE Celebrating Music with Carlsberg and Tuborg Celebrating music with the Danes introduces this years many music festivals – often made possible

by Carlsberg Tuborg June: Celebrating Music with June: Celebrating Music with Carlsberg Rooftop: Friluftsland displayes tents and other essential festival gear

Basement: Jazz-cave

Copenhagen Bar: P3 makes an interim radio studio.

Silo: The Danish giants: Kashmir

Tastelab: Nikolaj Kirk is giving good advice on how to cook nutritious food on a camping stove.

Kettle Hall: Hummel poop-up fanshop, where visitors can customize their own fan t-shirt

Gallery C Exhibition: European Football Culture since Food The Nordic and1960 Beer Food Festival and Beer

Silo: Virtual soccer competition, 5-a-side matches

Festival

OKTOBER The Nordic Food and Beer Festival October:

Celebrating good taste!

Celebrating the new wave of taste experiences The Nordic Food and Beer Festival October: The Nordic Food and Beer Festivalfrom New Nordic Food. At the core are the many fascinating traditions and innovations with food production and brewing Rooftop: Urban gardening project with Copenhagen School.

Auditorium: Talks and debates about food, beer and taste

Tastelab: Famous chefs present the best, local foods

Kettlehall & Silo Food market with Danish products from local producers

New Carlsberg Brewhouse 2012.02.10

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Mediating past and present Carlsberg experience strategy Our strategy presents a double ambition: making New Carlsberg Brewhouse a contemporary cultural destination as well as hub for exploring the heritage of Carlsberg.

Explorer interface.

A hub for the Carlsberg District Rather than creating a sealed off brand space, we propose a hub connecting Carlsberg to the surrounding urban life and culture in the Carlsberg district as well as in Copenhagen. The Brewhouse lobby can serve as a reception for the Carlsberg District as a whole. A point of departure and a place to go when you visit copenhagen.

A crucial challenge is filtering the rich and varied stories and actions that characterize Carlsberg with its unique local heritage and current global outreach. The team’s proposal organizes places and routes in the Carlsberg Neighbourhood with different qualities and identities, mediating past and present and reaching out to different user groups.

Overall, the New Carlsberg Brewhouse is Carlsberg’s hub and the home of contemporary culture. Old Carlsberg hosts more historical and heritage-oriented experiences, especially Bar Jacobsen and Jacobsen Brewery, the courtyard and the stables. This division ensures clarity in terms of framing user expectations and organizing experiences. However, the point is also that the brand new culture at Carlsberg Brewhouse is true to the Carlsberg’s heritage – and old actions and events can communicated in both modern and innovative ways.

Destinations meets content The differentiated destinations and routes and the combination of virtual and human interaction turns a Carlsberg-visit into a rich, varied experience. In this framework both heritage and contemporary culture can be present – as we supply an intuitive, inspiring and user-oriented inter-face that enables the visitor to navigate through histories and exhibition elements according to interests and inspirationg using the Carlsberg 29

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Taste Lab Carl’s Auditorium Kettle Hall GalleryC Silo Basement

Business Center

Jacobsen Bar

Making meaningful experiences take place

CPH Bar

Mindspace

Lobby Gardens

Old Brewery Stables

Connecting to Old Carlsberg Our proposal centres a visit to Carlsberg around the New Carlsberg Brewhouse as interface to the whole Carlsberg area and Copenhagen. A main second destination is Old Carlsberg, acting as a place for celebrating the Carlsberg heritage and brewing tradition. The axis between New Carlsberg Brewhouse and Old Carlsberg is a spinal chord in experiencing the area, supported by both digital and physical touch points.

Choose your own way Rather than a uniform, one-way route through a fixed exhibition, we propose a dynamic brand experience that enable visitors to tailor their own routes through the Carlsberg area. Using online navigation structures at its core, Carlsberg Explorer opens up for a super flexible and intuitive way of navigating trough the Carlsberg stories and neighbourhood.

Carlsberg Academy

Sport Taste Experience

Music Art

Science

Company

Business Herritage

The Beer

New Carlsberg Brewhouse 2012.02.10

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Carlsberg Explorer I Physical and virtual touchpoints The visitor at the New Carlsberg Brewhouse and district is welcomed by a fine-tuned combination of physical and virtual experience touchpoints mediating Carlsberg stories.

Carlsberg explorer touch points Turning content into absorbing experiences is about bringing stories to life – at the right place at the right time. We call our platform, bridging places and content, Carlsberg Explorer. At the core is a combination of physical touch-points and media-based narratives.

At the physical touch points Carlsberg’s central stories are filtered into to thematic hotspots at selected locations, such as the Brewhouse Lobby, the cellars and Bar Jacobsen. The virtual touch points, in the form of films, audio-guides and games available on different media platforms, can be accessed from tablets throughout the Carlsberg district.

The right story, the right place Many visitors experience a brand centre as an information overload – or even worse: as irrelevant bragging. That is why we propose a dynamic interface that enables visitors to explore Carlsberg starting from the users point of view. If you have strong interest in beer, sports or arts, you can highlight these aspects in your tour. If you get curious in front of the Elephant Gate, the Winding Chimney or at Carlsberg Lab, Carlsberg Explorer invites you to know more. Rather than imposing one story, we offer many access points to a library of content, thus opening up to different types of visitors and situations.

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A variety of physical touch points Essential to creating a valuable visitor experience is offering variation of touch points with different qualities. Selected touch points like the Brewhouse Lobby, Bar Jacobsen and Taste Lab feature human interaction with Carlsberg hosts, guides, brewers and tasteexperts. Others feature interactive experience elements, such as the interactive tables at Copenhagen Bar and flip-trough screens at the lobby and the Kettle Room.

Sensual experiences are promoted in the Stables and in the cellar. As a rule, artefacts are used as scenography connected to interactive media-experiences containing short, strong narrated stories shown and displayed with projections and tablets.

An integrated experience Many traditional brand experiences offer a standard tour, leaving little choice to the visitor. Often the experiences are very divided into compartments: typically: the one-route-museum-tour, the restaurant, the shop, the event space. At New Carlsberg Brewhouse you can learn about the Carlsberg design history, while looking for a present at the design shop in the Kettle Room. You can discover Carlsberg’s Copenhagen, while enjoying the view and a beer at Copenhagen Bar. You can experience Carlsberg’s new beer taste while having dinner at Bar Jacobsen. We believe that the modern user appreciates a much more undefined, free navigation and that mixing exhibition, shopping and eating in new ways can increase both the quality of the experience and the generated profit for Carlsberg.

The art of brewing at Bar Jacobsen

Carlsberg Company at the Lobby

Carlsberg design at the Kettle Hall

Explore the Carlsberg world of beer-making and the development of brewing – right in the middle of a functioning bar and brewery.

A lobby area offers an inviting, visual introduction to your host, Carlsberg. You can navigate and browse the screens or tablet at your own convenience.

At the Design Gallery you can enjoy great Danish design – both in the design shop and in the special setting of Carlsberg’s prize-awarded logo, labels and bottles.

Meet the brewers – Real Carlsberg brewers who know what they talk about.

Get closer – Touch and smell the tasty ingredients.

Innovating brewing – See the film about the Carlsberg brewing process.

Carl’s guide to brewing – Browse tablet and projections for more brewing knowledge.

Carlsberg timeline - Browse trough the company highlights timeline.

Carlsberg people – Browse short film portraits of Carlsberg employees from around the world.

Carlsberg structure – See the real time map of Carlsberg production and consumption.

Carlsberg classic – Get the pixie-version of the Carlsberg story.

Beerbrowsing - Browse the beers launched by Carlsberg from 1847 The Bindesbøll Logo – The great artist behind the logo The bottle collection game - Find the bottle from…

Carlsberg underworld in the Cellars

Carlsberg Group at Carlsberg World Bar

Carlsberg Taste Innovation at The Taste Lab

Carlsberg is connected by seven kilometres of underground corridors, crucial in the early days of brewing.

Now you have the opportunity to explore them yourself.

The corridor of death – Hear old worker’s stories from the basement.

Keep Cool - Getting ice from Greenland.

The making of Carlsberg’s basement – Projections a long the way.

At Carlsberg World Bar you can taste the world in a sip with beers and softdrinks from all over the world.

Browse the Carlsberg Groups many sub-brands.

Find your local Beer

Carlsberg’s Copenhagen at the Copenhagen Bar Carlsberg has played a big role in the building of Copenhagen. At Copenhagen bar, you can discover Carlsberg’s Copenhagen with Copenhagen Skyline as a backdrop.

Interactive table map The building of Copenhagen - The stories behind Glyptoteket, The Little Mermaid, Botanisk Have.

Carlsberg guide to contemporary Copenhagen – Music, nightlife, sports, powered by Carlsberg.

Early innovation at the Stables

Explore the fascinating world of taste science.

Experience the original means of beer distribution: the Carlsberg horses and learn about the early Carlsberg days.

Meet the taste masters – Talks about taste making.

Try taste making – Workshops for taste development .

The rediscovery of Nordic food – See the film.

The story of yeast – Saccharomyces Carlsbergensis

Carlsberg Horses stories.

The first tools of brewing.

New Carlsberg Brewhouse 2012.02.10

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Carlsberg Explorer II Virtual experience touchpoints Putting the visitor in the driver seat to explore Carlsberg District.

Bringing Carlsberg’s history to life The Carlsberg district, with its unique historical, industrial architecture is at the core of the experience for the tourist visiting Carlsberg. Authentic places, buildings and sites are bought to life using augmented reality, films, projections, audio-stories, archive footage and photos.

Carlsberg Explorer makes online content dynamic and available everywhere on tablets and smart phones – rather than costly and soon-to-be-outdated panels and displays. Being super flexible, the Carlsberg Explorer enables diverse and contemporary use of spaces both in Brewhouse and in the Carlsberg neighbourhood. Being created online, content is easy to share, like and comment – onsite and online.

Experience design style Our experience concept bases itself on the Danish tradition of storytelling. From H.C. Anderson to contemporary Danish series and films, the focus is strong, well-narrated narratives. Rather than an exhibition on static objects, we develop a range of story formats using sound, image and interaction. Films, audio-guides, stories etc. can be displayed at projections and tablets reacting to peoples choices and preferences. This way, Carlsberg Explorer takes the best from online navigations – with its many opportunities to keep discovering more – and fuses it with a precise framework of spatial structures and rich, human interaction points.

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The gamelayer As a part of The Carlsberg Explorer development process, the team proposes to explore a game layer design adding value to the visitor experience. The game layer include physical movement, quizzes and team-based games, using the projections, tablets and the Carlsberg district as the playing field. Games can be targeted different usergroups and enhance the visitor involvement.

In the collaborative spirit of Carlsberg and using the Carlsberg Explorer platform, Carlsberg can also open up for external game-providers.

Content production design The outlined approach to experience design and content creation is to be developed in close collaboration with Carlsberg as well as relevant external partners. Carlsberg already have an impressive bank of stories and knowledge available. The database of dynamic, tagged content can be developed over time, incorporating new stories, games and interaction features.

Share your experience Add shouts and places Try the food at the Copenhagen Bar. Bet you'll feel good. :)

Peter & Jennifer

Carlsberg Brewhouse rocks! So different from your average brand-experience. It was real! If you ever go to Copenhagenhagen, you got to go! www.newcarlsbergbrewhouse.com Eleni Kouloutzou, Dagnija Lice, and 313 others like this.

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Carls Auditorium

Runway show Starts in 10 minutes

The development strategy enables the New Carlsberg Brewhouse organisation to react to users and develop experiences accordingly. Opposed to the “build one big exhibtion approach” the approach can incorporate feedback, making it more likely to succeed.

A fundamental point of this process is a firm belief in the necessity of framing content which aims to inspire the visitors – both emotionally and physically – using new media interfaces and real life interactions.

Join the Carlsberg game Collect points along your tour, to get a free Beer at the Copenhagen Bar.

The story

The story

The elephants and Carl’s 4 children

The invention of the PH-scale

View

View

Read

The industrial heritage of Carlsberg

Architecture at Carlsberg

The story

Share Comments 22 Carlsberg Game 5 points collected Back to map

The Copenhagen fire squad A tradition for social engagement The Jacobsens

Portraits from around the world

Carlsberg people Production and consumption

View

Carlsberg world

Supporting the best researchers

Elephants at the zoo

View

Carlsberg district

Sharing it all!

Carlsberg Supports

The first days

Flip trough 200 years of change

Carlsberg’s promise

Photoserie

The story

Browse trough the highlights

Carlsberg timeline

Future of yeast

The Elephant Beer

Share Comments 22 Carlsberg Game 5 points collected Back to map

Carl’s passion for the arts

The story

Behind the Hanging Gardens

Share Comments 22 Carlsberg Game 5 points collected Back to map

Share Comments 22 Carlsberg Game 5 points collected Back to map

The story

Why the golden shields View

The development of brewing

Share Comments 22 Carlsberg Game 5 points collected Back to map

Building Copenhagen

Glyptoteket The Little Mermaid Botanisk Have Storke springvandet

Share Comments 22 Carlsberg Game 5 points collected Back to map

Share Comments 22 Carlsberg Game 5 points collected Back to map

New Carlsberg Brewhouse 2012.02.10

34

Creating a Carlsberg Community Connecting to Copenhagen and beyond

house

New

Brew g r e b s l r Ca R SINCE

MEMBE

A Carlsberg membership to develop, sustain and magnify its value creation beyond the visit to Carlsberg.

Facilitating community creation Creating long-term value is key to harvest the potentials of a brand centre. In order to ensure that a brand center visit becomes more than just another experience, we target the creation of communities, networks and communication opportunities around the Brewhouse.

As a visitor at Carlsberg Brewhouse, you receive not only a great experience at Carlsberg, you are equipped to navigate and access Copenhagen destinations, events and services with your Carlsberg Community Membership. And for the visitor, it is made convenient and relevant to share what you do with the people around you.

Exponential brand value creation The Carlsberg Explorer encourages visitors to establish a Carlsberg membership connected with social media platforms such as Facebook and Twitter. Making it easy for the visitors to share their experiences at Carlsberg – or experiences in Copenhagen, facilitated by Carlsberg – is an incredibly efficient tool for brand value creation. Increasingly, the access to users and consumers is through recommendations and sharing on social media. This development is at the core of the Carlsberg Community as it connects visitors to relevant experiences and encourages on-line sharing. Furthermore, the membership structure enables Carlsberg to get valuable knowledge about their visitors and consumers. It grants Carlsberg a database of users and consumers that they can be in touch with. The visitor, on the other hand, benefits by getting customized services and helpful tools, as well as relevant offers and guides – both at Carlsberg and beyond.

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2012

Value for the visitor Visitors to Copenhagen as well as other tourist destinations are increasingly seeking the unique, authentic experiences of the locals. Studies show that facilitating this meeting is increasingly important and a key to generate revenue. The Carlsberg Explorer kit can be the visitor’s inter-face to Copenhagen, mediated by Carlsberg. For the visitor, going to New Carlsberg Brewhouse becomes more than just visiting a destination. Carlsberg Community presents a real opportunity to get connected to Copenhagen and Copenhageners.

Value for the Copenhagener As a real, diverse culture house with dynamic content, New Carlsberg Brewhouse can connect to the local community in ways very different from a traditional brand centre. Rather than being a visit made once or twice in your life, you will recurrently be provided with exciting reasons to go Carlsberg. As a Carlsberg Community member, you can get updates on experiences that suit exactly you – whether your main interest is food, sports or music, arts, science or beer. It can be seen as a Carlsberg version of the Politiken Plus membership opening a wide range of discounts, events and services for the community members.

Business community membership A central dimension of New Carlsberg Brewhouse is strengthening Carlsberg position as conference, meeting and event destination. The combination of Carlsberg’s diverse existing meeting facilities with the new, larger spaces in Mindspace and Carl’s Auditorium makes Carlsberg a unique, meeting destination. It encapsulates what is increasingly sought after within the conference market: places with real history, strong identity, flexible spaces and urban context. Carlsberg Business Community can offer special services to business partners, such as exclusive packages, meeting experiences and Christmas Lunch specials, connecting them even closer to Carlsberg.

WSTER E R B E MRS 11637298

Selected Carlsberg Community benefits Special offers at selected Copenhagen restaurants, bars and café’s serving Carlsberg.

Sports Discounts on selected sports events, sports bars, sports shops and sports facilities.

Heritage App and guide to Copenhagen cultural sites such as Botanical Gardens, The Little Mermaid and.

Art Reduced entry to selected cultural destinations such as Glyptoteket and Designmuseum Dan-mark.

Invitation to current cultural events and activities in Copenhagen.

Music Guide to music and nightlife places in Copenhagen.

Carlsberg bikes As a concrete expression of Carlsberg’s position as an interface to Copenhagen and as a gen-erous gesture to visitors, we propose to launch the Carlsberg bike service. Linking directly to the bike path going trough the New Carlsberg Brewhouse, the bike service – with related Carlsberg apps and guides – enables the tourist to experience the real Danish way of travelling Copenha-gen: by bike. The Carlsberg bike is not only an attractive feature that can make it even more attractive to visit Carlsberg. It also functions as a strong brand element, as tourists bring the branded bikes around town – and the story of this strong Danish tradition of sustainability around the world.

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Peter and Jennifers New Carlsberg Brewhouse experience

Personalizing the experience

On the tablet they can see a introduction movie on how to use the tablet and navigate the New Carlsberg Brewhouse and district.

Peter´s interests: Beer, soccer, design, music.

Jennifer´s interests: wine, arts, design, music

Welcome Peter

We would like to know a little bit about you, so we can recommend what we think will be most interesting for you on Carlsberg”

Peter and Jennifer is a couple from Birmingham coming to Copenhagen. on an extended weekend trip. They choose Copenhagen because Copenhagen is a historic city, with a green agenda and focus on design, fashion and food.

Log on trough Facebook.

Most popular

Tours: At home planning the trip

Peter and Jennifer start planning their trip before leaving home. They search the internet for points of interest.

They find Carlsberg Brewhouse on several tourist sites.

Peter and Jennifer are asked to add information on their main interests. They can log on trough Facebook. Depending on their’s choices, routes, sites and stories will be highlighted.

Family tour Choose your own guide Carlsberg Classic Architecture enthusiast Join the Carlsberg game Most popular right know Carlsberg contemporary

Jennifer is surprised to see that Carlsberg offers so much more than beer and soccer and agrees to go.

A warm welcome

Peter and Jennifer easily finds their way to the Carlsberg Grounds and the Brewhouse by the Elephant Gate.

After strolling around the friendly, informative Lobby Space, they decideto do the “Carlsberg Explorer” tour of the area. Peter borrows a tablet. Jennifer already has an IPad and just downloads the Carlsberg Explorer App.

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Digging into the Carlsberg history

Just being underground is an amazing experience. Peter and Jennifer learns about Carlsberg heritage through films, interactive installations and displayed Carlsberg items.

Peter and Jennifer wants to learn a bit more about Carlsberg. They decide to walk the cellars from the New Carlsberg Brewhouse to Old Carlsberg and the Jacobsen Brewery.

Jennifer and Peter at Bar Jacobsen

At Jacobsen Brewery, Peter and Jennifer can see real brewing take place. At bar Jacobsen they can taste different varietes. On his tablet, Peter can get more info on brewing using “Carl’s guide to brewing” – and share his insights with friends.

Entering the Carlsberg district

Explorer the story

Based on their choices, Peter and Jennifer get different suggestions for routes to follow on their tablets.

Unfolding the history

As Peter and Jennifer venture into the Carlsberg area their tablets pick up signals from places and stories.

Going deeper

Explorer

Behind the Hanging Gardens

The brewing process

View highlights Join the Carlsberg Game

View higlights Join the Carlsberg Game

See more about I. C. Jacobsen.

Hear mare about Carlsberg’s architecture.

Learn about Carlsberg and the arts today.

I feel lucky Share on Facebook I like it Comment

Jennifer route takes her through “The Hanging Gardens” and other architectural points of interest.

Peter is adviced different highlights, focusing on beer brewing and tasting at the brewhouse as well as sports entertainment at the Brewhouse.

Back at New Carsberg Brewhouse

Peter and Jennifer get options to hear and see stories unfold on their tablet in different formats: small films, audio-stories, augmenter reality, archive footage, picture shows.

After listening to a story, Jennifer can explore further relevant stories – related to place, theme or interests. She also has the chance to like, comment or share the story on social media.

Bringing art to the people

Part of the game At Gallery C, Jennifer is surprised to learn that a beer company is so engaged in real music, art and culture – not just the typical mainstream stuff, but the real thing!

Meanwhile Peter is taking part in Carlsbergs virtual football challenge, trying to score goal on Liverpools goalkeeper.

Peter and Jennifer are curious to see what’s happening at New Carlsberg Brewhouse. They decide to explore the brewhouse on their own hand and meet for lunch later at The Copenhagen Bar..

That calls for a Carlsberg

Shopping in the Kettle Hall

In the Kettle Hall Peter and Jennifer are exited about the casual and beautiful shopping experience integrated with Carlsberg’s great design history.

They find carefully edited selection from Danish Designers, as well as limited edition collaborations, while skimming trough Carlsberg’s many beer labels.

Sharing the experience

Carlsberg Brewhouse rocks! So different from your average brand-experience. It was real! If you ever go to Copenhagenhagen, you got to go! www.newcarlsbergbrewhouse.com Eleni Kouloutzou, Dagnija Lice, and 313 others like this.

View all 22 comments, 115 shares

After the tour, Peter and Jennifer go to the Copenhagen Bar on top of the Brewhouse and enjoy the view and the food. They have popular Nordic gourmet food and enjoy a cold Carlsberg. Having had both shared and individual experiences at Carlsberg they have a lot to talk about.

Peter customises a Carlsberg six-pack, Jennifer buys a Carlsberg limited edition design bag.

The items is bagged nicely to be picked up as they leave or to be send home by currier.

Having shared their best experiences at Carlsberg on Facebook - Peter on brewing beer, Jennifer on the art show – the local stories of Carlsberg are distributed around the world. 30 of their friends comment, likes and shares stories.

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New Carlsberg Brewhouse in a global perspective Locally grounded, globally connected

Local is the global

Double value outcome

The core idea of New Carlsberg Brewhouse is becoming a relevant cultural destination, linked to the local, Copenhagen context. Is this the way to go for a touristdestination with international outreach ambitions?

Increasingly, it is by being local, you get global attention. NOMA and the Nordic food experience is a good example of this development. By creating a real Copenhagen destination, Carlsberg becomes more interesting than a “generic international experience” connected to nowhere. This awareness is at the basis for our strategy for exporting the New Carlsberg Brewhouse: it’s about a an approach and a design that connects globally to the local.

The Global Carlsberg Community will present a double value outcome. For the local community, in Copenhagen as well in other parts of the world, it represents local value creation, dedication and social enagement of Carlsberg as a global co-orporation. For tourist and business travellers and global citizents it represents a way into the authentic local communities. an invitation to take part in local culture life and social activities.

Carlsberg Community is all about sharing the best and as a member you are always invited.

Carlsberg Community - international While the New Carlsberg Brewhouse can never be copied, the core principles of the Brewhouse can be applied for visitor centre development and broader event branding in other parts of the Carlsberg Group.

Other Carlsberg brand centres or brand events can take their point of departure in the core principle of New Carlsberg Brewhouse: it’s about sharing great moments and about connecting to people and events rooted in the specific regional context. This tells the story about how the Carlsberg Group is bringing its Danish outset into a globalized context, in respect of different cultural contexts.

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Replicating social responsibility Carlsbergs long history of social responsibility and society engagement is second to none. More than a hundred years before the conception of CSR was invented, Carlsberg was sharing its research results with the public, investing in art and architecture and making massive cultural contributions to the Danish people and society.

By replicating the social and cultural engagement that Carlsberg has become known and loved for in Denmark and Copenhagen, Carlsberg is not only sharing and replicating core brand values and brand value creation, It is also a responsive and respectful way to engage with local communities around the world. In this way Carlsberg brand centres internationally can point to the specific Danish roots – and tell the story about how the Carlsberg Group is transfering this outset to a globalized context, in great respect of the unique cultural and social values and qualities of the local context and space.

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New Carlsberg Brewhouse Creating shared value Some 150 years ago, the Jacobsen family began a unique company history. The history of a family and a company dedicated to brew the best beer in the world. The history of an unparalleled dedication to art, culture and science. And the history of sharing the best with the people. Carlsberg was a lighthouse of innovation, creativity and Corporate Social Responsibility before these words were buzzwords.

New Carlsberg Brewhouse is a modern version of this Carlsberg spirit, always burning for quality and for business development, but also dedicated to social and cultural development. The Brewhouse brings the Carlsberg tradition of supporting culture, arts and science and sharing it with people into the 21st century. Not by only exhibiting the legacy of Carlsberg, but by keeping it alive as a spirit. In the spirit of Semper Ardens, New Carlsebrg Brewhouse is a living space, inviting and including people and events to become part of Carlsberg’s world.

EFFEKT + ARTHESIA + LOOP + UIWE + NIRAS

The generous and bold step of creating New Carlsberg Brewhouse can create a new understanding of Carlsberg for the many visitors from abroad who have no idea about the unique position Carlsberg holds in Denmark. It also positions Carlsberg uniquely in relation to the other brands, taking on a real Danish – but globally oriented – approach to brand value creation.

New Carlsberg Brewhouse can be both truly local and really global, submerged heritage while pointing to the future, both do good and generate profit. It’s not a question of either-or but about designing the right interface that makes this possible.