Home of Carlsberg Brewery
Brewed to Perfection
- Programme
- 2018 – 2023
- Scale
- 2,200m²
- Client
- Carlsberg Group
- Locations
- Programme
- 2018 – 2023
- Scale
- 2,200m²
- Client
- Carlsberg Group
Global reach, local impact.
Carlsberg had a bold vision to transform the site of its first brewery, where it all began in 1847, into a space where its heritage could be celebrated and its brand values made tangible. We were commissioned to ensure the renewed visitor attraction would become a landmark destination for Copenhagen.
The Home of Carlsberg opened with great fanfare on 1st December 2023, those who visit emerge as ambassadors for the brand.
Images: Gareth Gardner
Meshing a contemporary visitor experience into a heritage listed building.
We designed a multi-sensory journey peppered with moments of theatre, discovery and interactivity, from two-storey digital monoliths that fizz and glow as though filled with fermenting beer, to dramatic recreations. Visitors explore the vast historic site, through the grain stores, across a sculpture garden and down into the hidden cellars, as the brand’s narrative materialises around them.
The experience unravels the rich heritage story of the founders and their values.
The complex experience, between brand activation, heritage interpretation and promenade theatre required a diverse team to achieve the desired results. Conservation architects, actors, filmmakers and fabricators, all worked under our creative direction and technical supervision to create the finished journey.
Five years in the making, the ambitious modern museum goes beyond the standard brewery visitor centre with elements showcasing science, collaboration, history, heritage and culture.
Laura Hall, Time Out
Partner
Carlsberg Group
Partner
Hypsos
Partner
ISO Design
Partner
OhLaLa
