carlsberg brewhouse project competition programme

8/6/2019 Carlsberg Brewhouse Project Competition Programme

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Carlsberg Brand& Experience Centre

Design Competition ProgrammeApril 2011

The CarlsbergBrewhouse Project



The Carlsberg Brewhouse ProjectCarlsberg Brand & Experience CentreDesign Competition Programme

Carlsberg Group100 Ny Carlsberg Vej1799 Copenhagen VDenmark

www.carlsberggroup.com

Editorial team and contacts

Lone Johnsen, Event [email protected]

Anne Norgaard, Strategic [email protected]

We would also like to thank the internaland external stakeholders who have kindlycontributed to the programme.

IllustrationsP. 9, 17, 23: Entasis

PhotoP. 13: Kontra rame

Full details or the competition can beviewed at www.carlsberggroup.com



THE CARLSBERG BREWHOUSE PROJECT / DESIGN COMPETITION PROGRAMME

Contents

An Invitation

1.0 The Experience

2.0 The Carlsberg Group & Brands

3.0 A Financially Sustainable Business

4.0 The Buildings

5.0 Architecture & Design

6.0 Visit Carlsberg

7.0 Carlsberg District

8.0 The Design Competition

9.0 Drawings & Maps



THE CARLSBERG BREWHOUSE PROJECT / DESIGN COMPETITION PROGRAMME 3

An Invitation The Carlsberg Group wishes to announce an exciting internationaldesign competition to trans orm the New Carlsberg Brewhouse intoCarlsberg’s Brand & Experience Centre (working title).

In doing so Carlsberg is looking to create a world-class commercialattraction in the area where Carlsberg was ounded.

Carlsberg’s history is unique and constantly evolving and in 2011, the

Carlsberg brand will be globally repositioned to connect with today’sactive, adventurous generation o beer drinkers and our new Brand &Experience Centre should be at the epicentre o this new chapter.

We now invite proposals rom businesses working in and across theelds o brand experience development, architecture, visitor attraction

design and event management to submit ideas on how Carlsberg’suture Brand & Experience Centre can take its place in the next chapter

o our un olding global story.

A truly inspirational place that rst and oremost must be aboutbringing people together around an unprecedented global celebrationo all that was, is and orever will be Carlsberg and in doing sotrans orm the lives o everyone it touches.

Jørgen Buhl RasmussenPresident, CEO



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1.0 The Experience

The Carlsberg Group wants to create a world-class Brand & ExperienceCentre. We are targeting Copenhageners and tourists o all ages whoare looking or exciting new experiences and who wish to be challenged,engaged and entertained by one o the world’s strongest brands.

It must look orward and outwards, be relevant to peoples lives andencourage all to explore the challenges Carlsberg aces as the world’s

ourth-largest brewery group.

It should be a place that literally lives and breathes Carlsberg’s corevalues.

It should enhance our rich cultural heritage, strengthen our presence inCopenhagen and bring Carlsberg to li e in ways that create sustainedvalue or our stakeholders.

It should be a unique type o meeting place with multiple and diverseways to connect and communicate with people. A place where thesensual and serious, entertaining and enlightening go hand-in-hand.Where tradition and authenticity meet the digital era.

Most o all it should be a place where we can create, nurture andrenew relationships with visitors, customers and employees, whileexpanding our global network and encouraging dialogue with all ourstakeholders and communities o interest. Carlsberg welcomes proposals describing our uture Brand &Experience Centre along with how it can best attract, engage, inspireand retain it’s audiences.

Proposals that should be fexible enough to keep the experience up-to-date and ascinating enough to deliver a visitor experience that can beremembered, re-visited and recounted or a li etime.



5THE CARLSBERG BREWHOUSE PROJECT / DESIGN COMPETITION PROGRAMME

The Golden Words

In working the brewery it shouldbe a constant purpose, regardlessof immediate gain, to develop theart of making beer to the greatestpossible degree of perfection so thatthis brewery as well as its productsmay ever stand out as a model and,through their example, assist inkeeping beer brewing in this countryat a high and honourable level.

From the will o J.C. Jacobsen,the ounder o Carlsberg.

An ambitious global growth strategy, new

brand positioning, visionary urban planningand a world-class attraction.

These are the essential ‘ingredients’ in thedevelopment o a modern Carlsberg.

All bound together by the ollowing narrativestrands that should be woven together aspart o 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,

amilies, consumers, customers, employeesand communities o interest.



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2.0 The Carlsberg Group & Brands

The Carlsberg Brand & Experience Centre should ocus on Carlsberg’sglobal spirit and brand, on our rich cultural heritage, on ourcommitment to social engagement and on our long-standing tradition

or giving back to society.

Ultimately, the product is the hero in our story: Beer in all itsphases – rom raw materials, research, production to innovation andconsumption.

The ocus must be on Carlsberg and the Carlsberg brand, but ourBrand & Experience Centre should also become an appropriate andvital meeting place or the entire Carlsberg Group whilst providing animportant arena or Carlsberg’s other brands and plat orms, such asCSR and community engagement.

Also, while the project must be designed speci cally or theCopenhagen site, it must have the potential to be used as a model orbroader event branding and Visitors Centre development in other partso the Carlsberg Group.

Carlsberg’s ambition is to be the world’s astest-growing globalbeer company to the bene t o our consumers and customers, ouremployees, our business partners and investors. The thirst we have orachieving our goal is encapsulated in the Carlsberg Group Stand. Carlsberg welcomes proposals with exciting story and ‘plot’ lines thathighlights:

• The contemporary versus the historical

• Group versus brand(s)• The Carlsberg brand versus the Group’s other brands• Actuating the Group’s other platforms.




With a presence in more than 140 markets

around the world, with 500 di erent beerbrands and 41,000 employees on threecontinents Carlsberg is the No.4 brewer inthe world.

In Northern Europe Carlsberg is No.1, wehave a strong port olio in Western Europe, a

ast growing port olio in Eastern Europe andis the leading international group in Asia. Allo which makes Carlsberg the united nationso beer with many o the largest brandsincluding Baltika (Russia), Kronenbourg(France) and Tuborg (Denmark).

Carlsberg’s ocus is on beer and on drivinggrowth by innovating in beer and othercereal-based beverages.

The Group’s approach is GLOCAL, always

nding the right balance between workingtogether at a global level whilst allowinglocal brands to fourish.

The main shareholder in Carlsberg is theCarlsberg Foundation that generouslysupports science and art. The CarlsbergFoundation also runs the CarlsbergLaboratory and Frederiksborg Castle.

The Stand

Thirst for Great

Great people. Great brands.Great moments.

Founded on the motto, Semper Ardens– Always Burning – we never settle,but always thirst for the better.

We are stronger together because

we share best practices, ideas, andsuccesses. We brand as many, butstand as one.

With the courage to dare, to try, totake risks, we constantly raise thebar. We don’t stop at brewing greatbeer. We brew a greater future – forour consumers and customers, ourcommunities, and our people.

This passion will continue to burn andforever keep us thirsty.



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3.0 A Financially Sustainable Business The Carlsberg Brand & Experience Centre is a commercial project andin order to bring the project to li e, it must be nancially viable.

One o the projects essential prerequisites is the ability to attract thedesired number o tourists/visitors - up to 500,000 on an annual basis.A substantial part o the revenue is expected to come rom entrance

ees and consumer spending in connection with visits, or example, tothe Brand Store.

However, the building should also have the scope and fexibility todevelop other new business opportunities that support Carlsberg’soverall project aims.

These could include acilities or Carlsberg’s customers, as well asopportunities to develop partnerships with other stakeholders or exampleas part o the ongoing events and cultural programme at the Centre.

Another option could be working together with other institutions withinrelevant areas, within and outside Carlsberg.

Carlsberg welcomes proposals outlining the conditions required orsupporting sustainable operations:

• Achieving and maintaining the desired visitor numbers• Composition of activities in the buildings• Potential for partnerships with other stakeholders.




Carlsberg operates visitors experiences on acommercial basis.

With the aim o attracting up to 500,000visitors a year, the Brand & ExperienceCentre will be a top-5 attraction in theGreater Copenhagen Area.

Current commercial Visit Carlsberg activitiesinclude Visitors Centre with the Brand Store,restaurant acilities, meeting and con erence

acilities, as well as commercial events.



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4.0 The Buildings

The New Carlsberg Brewhouse and the Elephant Gate orm a uniquesetting or an experiential journey into the world o Carlsberg.

Together the buildings tell the story o one brewer’s ability to combinebrewing, art and architecture into one, with quality as the cornerstone.

Our uture vision is or these buildings to be converted into a rangeo contemporary experience rooms, spaces, places and arenas with a

strong and natural cohesion that highlights their distinctive character.

Carlsberg welcomes proposals or the building’s use and design in acourageous masterplan that trans orms the buildings and explains:

• The functions the building can house• Logistical and access considerations – also between oors• How to incorporate the Elephant Gate • Views on how the buildings interact with nearby surroundings.




The New Carlsberg Brewhouse and theElephant Gate attract many visitors eachyear. Both buildings are listed.

Built at right angles, the two buildings orm astrong historical axis at Carlsberg, and showclear re erences to European design history.

The New Carlsberg Brewhouse has aground area o 1,578 square metres, with afoor area o 7,178 square metres, and wasbuilt in 1901/1920 by architects Vilhelm Kleinand Carl Harild.

The our-storey New Carlsberg Brewhousehas a main hall with a central ree heighto 16 metres and two consecutive galleries,one above the other. The hall eatures nineimpressive reestanding copper brew kettlesalong with exposed cast iron and steelbeams and columns that accentuate andsupport the building’s orm and unction.

The Elephant Gate was designed by VilhelmDahlerup and built in 1901. Originally awater tower, the tower above the ElephantGate connects the New Carlsberg buildings.

The tower’s ground area is 115 square metresand the foor area is 227 square metres.



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5.0 Architecture & Design

The New Carlsberg Brewhouse and the Elephant Gate are uniqueCarlsberg icons.

At present, they speak or themselves – but in the uture they musthelp portray Carlsberg in an entirely new context – both as buildingswith new unctions and as a part o the new Carlsberg district.

The uture architecture and design o the Brewhouse are there ore

completely central experiential dimensions o the Brand & ExperienceCentre.

In keeping with Carlsberg’s architectural history, a new interpretationo the existing architecture, emphasising sustainable solutions andmodern, orward-thinking design, is required.

Carlsberg welcomes proposals outlining a uture-oriented approachto architectural design that compliments unctions and spatialexperiences:

• New versus old• Materials and design • Sustainability and resource consumption.




Carlsberg’s architecture has always refectedthe contemporary.

From early on, inspiration rom theEuropean continent and internationalre erences were echoed in productionprocesses, architecture and artisticdecoration.

Quality, innovation and a global outlookhave been, and will remain Carlsberg’sdistinguishing hallmarks.

Carlsberg’s architecture eatures richlydecorated exteriors and interiors built by theleading architects and artists o their day.

A oresighted architectural vision, withenduring respect or the past, present and

uture o the Carlsberg story is the corevalue in the development o Carlsberg’sarchitecture.



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6.0 Visit Carlsberg

Visit Carlsberg is Carlsberg’s visitors centre today and a number o VisitCarlsberg’s activities will be incorporated in the uture Carlsberg Brand& Experience Centre.

The venue’s strength is its authentic setting. Stables and horses, aninviting courtyard ca é in the historical brewer’s yard, the presence othe Jacobsen Brewhouse and close proximity to the area’s beauti ulgardens.

However, with the development o the Carlsberg Brand & ExperienceCentre the uture o the current Visit Carlsberg lies open.

Should relevant activities be moved to the new ramework? Whatabout the activities that can’t be moved to the uture building, such asstables and grazing areas or the horses?

From an experiential, nancial, operational and logistical perspective isit possible to have a uture attraction at several locations?

Can Carlsberg’s cellars be incorporated into this context?

Carlsberg welcomes proposals outlining i Visit Carlsberg can beintegrated in the uture Brand & Experience Centre and how theactivities currently available at Visit Carlsberg and their possible rolein the uture ramework can be addressed.




Visit Carlsberg encompasses Carlsberg’sVisitors Centre, the Museum and Carlsberg’sarchives.

Established in 1999 at ‘Old Carlsberg’ rom1847 in J.C. Jacobsen’s original Brewer’syard, the Visitors Centre houses an exhibitionarea, a courtyard ca e, stables, the BrandStore, gardens, a greenhouse and theJacobsen Brewhouse located about 250metres rom the New Carlsberg Brewhouse.

Run on a commercial basis, Visit Carlsberg isan important driver or developing events inthe Carlsberg district.

In 2010, Visit Carlsberg had 157,000 guests -120,000 in the Visitors Centre, while almost40,000 attended commercial arrangementsand events.

70% o the visitors were international.

‘Museum’ is Carlsberg’s business centre withmeeting and restaurant acilities that arelocated about 100 metres rom the NewCarlsberg Brewhouse.



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7.0 Carlsberg District

With the new Brand & Experience Centre Carlsberg is creating alandmark that will play a visionary and important role in the newdistrict, and rein orce its already striking presence in the area.

Carlsberg’s domicile will there ore be integrated into a strong historicalaxis rom the Carlsberg Brewhouse and Elephant Gate, to theMuseum, Old Carlsberg and the Carlsberg Academy. This axis will alsoencompass Carlsberg’s Research Centre.

The project highlights Carlsberg’s determination to continue investingin the area or the uture and create value or the district andCopenhagen.

Strong links to Carlsberg’s history, architecture and the brand alsomake it an attractive place to visit.

At the same time, visions or the district are challenging or Carlsbergas a company. A new identity or the ormer production area is onits way, with others playing an active role in attitudes to urban li e,architecture and in rastructure.

Carlsberg is a strong player and dialogue partner in the area, andthis will also be apparent when the ambitious plans or urbanli e, sustainability and visitor experiences are presented in a morepermanent setting.

Carlsberg welcomes proposals describing how we can re-en orce,strengthen and urther develop our presence in the area:

How can the Brewhouse add value to the district, Copenhagen and thewider global Carlsberg community?

How can we best develop and leverage this potential so the district atthe same time grows into a strong brand plat orm or Carlsberg?




Beer production ceased at Carlsberg atthe end o 2008, with the exception o theJacobsen Brewhouse.

Over the next 20 years, a dynamic, new andsustainable district will emerge in the area,a 24-hour ‘experience machine’ close to theheart o Copenhagen.

In May 2007, the Danish architect rmEntasis won the international urbanplanning competition, and in 2009 theirmasterplan received an additional award orbest masterplan at the World ArchitectureFestival in Barcelona.

The project will see a total o 600,000square metres built on the area’s 330,000square metres, encompassing housing,commercial and cultural acilities.

The entire area is connected by morethan 7 kilometres o cellars which structurethe district’s network o streets and squares.

The Carlsberg district will be the rstdevelopment project in Denmark whereall new buildings are low-energy.

The New Carlsberg Brewhouse is in theheart o the new district, on Brewer’s Square.



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8.0 The Design Competition

The competition, held by Carlsberg A/S, is an international designcompetition to trans orm the New Carlsberg Brewhouse intoCarlsberg’s Brand & Experience Centre.

The design competition will be launched on April 5th 2011.

Following an initial pre-quali cation stage a small number o selectedteams will be invited to develop and submit their design proposals.

A winner will be announced in Spring 2012

Full details o the competition including application process, detailedcompetition schedule, selection criteria, judging process and generalterms and conditions can be ound at;

www.carlsberggroup.com/brewhouseproject



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New Carlsberg BrewhouseFacade, south

New Carlsberg BrewhouseFacade, north

9.0 Drawings




New Carlsberg BrewhouseElevation

New Carlsberg BrewhouseFacade, west



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9.0 Maps

Carlsberg Headquarters

New Carlsberg Brewhouse

Museum/Business Centre

Carlsberg Research Centre

Visit Carlsberg

Carlsberg Academy

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Carlsberg DistrictMasterplan



Carlsberg Group100 Ny Carlsberg Vej1799 C h V

carlsberg brewhouse project competition programme

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