In exciting news for beer lovers across the globe, Carlsberg is creating a new ‘Brand & Experience Centre’ in the Carlsberg District located in Cophenhagen; in laymans terms, Duff World is about to become a reality! Carlsberg has just announced the design team that will create this new beer haven which will see a shiny new rooftop terrace added to the current factory that will feature hot-springs, restaurants and a nightclub, all with views of the amazing city!
Carlsberg launched an architectural competition in August 2011 and 240 companies from around the world competed for the chance to create a beer-lovers paradise in the Vesterbro brewhouse. Ralph Applebaum Associates took out the competition with their impressive pitch that proposed extensions to the current brewhouse offering;
Panoramic views of Copenhagen from an outdoor heated roof deck
Hot-spring spas and an infinity pool
An intimate amphitheatre hosting live concerts
Club Carlsberg – a changing menu of entertainment, events and activities
The crystal pavilion – a glowing crown atop the brewhouse where you can enjoy your favourite Carlsberg brew from around the world
Guest DJ’s, local bands and the chance to step onto the stage yourself/li>
The ‘ berg’ a glowing, frosty, cold ice-shard wall that you can climb and plant your flag on top
An activities area where you can compete and earn points that can be converted into donations for your favourite cause
Located in the heart of Copenhagen, the project is going to add a new world-class tourist attraction to the city and is going to be a hell of a lot of fun for travellers and locals. As suggested in the design agency’s pitch, it will be mediated by technology, will be person-orientated and will be rooted in heritage values, so is a huge step forward for breweries which are often quite dated and dare we say it, a little out of touch. The Project Creative Director said ‘Carlsberg welcomes the world to its newly transformed landmark brewhouse - a challenge stage for the digital age - that engages and rewards a new generation of adventurers willing to step up, do the right thing and to live courageously.’ Arrgghhh, we can’t wait to be there!
It has not been announced when the transformed brewhouse will open but it’s definitely worth keeping on your radar and checking out when in Copenhagen. For more information visit; carlsberggroup.com.