Home of Carlsberg
A regeneration of the famous Carlsberg brewery, which first opened in the mid 1800s, has now been reimagined as the Home of Carlsberg. A landmark visitor experience that integrates cutting edge technology and contemporary narrative design with the historic buildings and brewing equipment, we have created a world-class home for the Carlsberg Group and its rich legacy. This new visitor experience is positioned at the physical and cultural heart of the Carlsberg District, Copenhagen’s most exciting new emerging city district.
The Challenge
Telling the Carlsberg story was a big challenge. Not only is Carlsberg one of the world’s biggest beer brands with all the complexities of representing a mega brand in terms of sticking to strict guidelines on visual identity and tone of voice, but it’s also ingrained in the fabric of Danish society. Any inaccuracies in the storytelling or inappropriate presentation could lead to fervent criticism from a passionate audience.
Another significant challenge was the building and site itself. As a heritage-listed site, the buildings are justifiably subject to stringent protections regarding their modification and treatment. Mapping a visitor route through the various parts of the brewery that missed pipes jutting out at eye level ready to impale unsuspecting tourists, and wouldn’t leave visitors utterly bewildered as to where they were meant to go next was a serious undertaking.
Project Vision
Bring together the past, present and future of the brand in one experience regenerating the listed 1847 site and creating a new expression of the contemporary brand identity.
A historic centre of Carlsberg beer production that needed ultimately to be transformed into a world-class modern brand home, enlivening the Carlsberg District and welcoming a new generation of local and international visitors into the Carlsberg community.
Golden Words
Daniel Rasmussen
Pioneers
Daniel Rasmussen
Design + Execution
We aimed to create a landmark visitor experience that integrates cutting-edge technology and contemporary narrative design with its historic buildings and brewing equipment, whilst creating a world-class home for the Carlsberg group and their rich cultural legacy.
Throughout the exhibition, materials and colour palettes have been carefully chosen to authentically complement the listed heritage site. Brass became a defining feature of the material usage and is deployed throughout the experience to frame legacy elements of the historical story. In contrast, stainless/black powder-coated steel are aesthetically used to frame contemporary elements, subtly shifting the exhibition’s narrative to the present day.
Story
Daniel Rasmussen
Science
Daniel Rasmussen
Graphics
Daniel Rasmussen
Foundations
Daniel Rasmussen
Bottles
Daniel Rasmussen
Project Details
A very impressive combination of artifact, display, and immersive screen experience. Dramatic and sophisticated, the combination of treatments elevates what could otherwise be a pedestrian experience into something to write home about. Cheers to this.
Transforming and pushing the boundaries of a branded experience through the contextual lens of the founder exploring the philosophies, philanthropic activities and gender representation and how that has shaped the brand over the years.
A successful re-imagination of Carlsburg’s historic brewery successfully brings to life a new understanding of their brand as a culture that exists beyond its product. The physical design elegantly evokes the Carlsberg brand through nuanced materiality and color palettes that speak to both the heritage and future of the brand. The layers of digital experience within the experience are thoughtfully choreographed to engage different senses and catalyze unique behaviors, together creating a topography of interactive genres that speak to the multi-faceted way the Carlsberg brand is experienced in the world.
Design Team
Josh Kirk (project design lead)
Jacqueline Howlett (project manager lead)
Rosie Wanek (content design lead)
Stuart Williams (graphic design lead)
Collaborators
Arkitema (architecture)
Event (planning)
Event Communications (main contractor)
Hypsos BV (setworks)
Meyvaert (showcases)
Leach (graphics)
ISO (creative media, interactives, animation, and film)
Olala (creative assets)
Phanta BV (avhw)
Copenhagen Steel (metal fabrication)
ISO Design (digital fabrication)
Olala (digital fabrication)
Nulty Lighting Design
AV Huset
Integrated Circles
Photo Credits
Daniel Rasmussen
Open Date
December 2023