Carlsberg Brand & Experience Centre

Design Competition ProgrammeApril 2011

The Carlsberg Brewhouse Project

The Carlsberg Brewhouse ProjectCarlsberg Brand & Experience Centre Design Competition Programme

Carlsberg Group100 Ny Carlsberg Vej1799 Copenhagen VDenmark

www.carlsberggroup.com

Editorial team and contacts

Lone Johnsen, Event Directorlone.johnsen@carlsberg.com

Anne Norgaard, Strategic Planneranne.norgaard@carlsberg.com

We would also like to thank the internal and external stakeholders who have kindly contributed to the programme.

IllustrationsP. 9, 17, 23: Entasis

PhotoP. 13: Kontraframe

Full details for the competition can be viewed 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 international design competition to transform the New Carlsberg Brewhouse into Carlsberg’s Brand & Experience Centre (working title).

In doing so Carlsberg is looking to create a world-class commercial attraction in the area where Carlsberg was founded.

Carlsberg’s history is unique and constantly evolving and in 2011, the Carlsberg brand will be globally repositioned to connect with today’s active, adventurous generation of beer drinkers and our new Brand & Experience Centre should be at the epicentre of this new chapter.

We now invite proposals from businesses working in and across the fields of brand experience development, architecture, visitor attraction design and event management to submit ideas on how Carlsberg’s future Brand & Experience Centre can take its place in the next chapter of our unfolding global story.

A truly inspirational place that first and foremost must be about bringing people together around an unprecedented global celebration of all that was, is and forever will be Carlsberg and in doing so transform the lives of 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 & Experience Centre. We are targeting Copenhageners and tourists of all ages who are looking for exciting new experiences and who wish to be challenged, engaged and entertained by one of the world’s strongest brands.

It must look forward and outwards, be relevant to peoples lives and encourage all to explore the challenges Carlsberg faces as the world’s fourth-largest brewery group.

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

It should enhance our rich cultural heritage, strengthen our presence in Copenhagen and bring Carlsberg to life in ways that create sustained value for our stakeholders.

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

Most of all it should be a place where we can create, nurture and renew relationships with visitors, customers and employees, while expanding our global network and encouraging dialogue with all our stakeholders and communities of interest. Carlsberg welcomes proposals describing our future Brand & Experience Centre along with how it can best attract, engage, inspire and retain it’s audiences.

Proposals that should be flexible enough to keep the experience up-to-date and fascinating enough to deliver a visitor experience that can be remembered, re-visited and recounted for a lifetime.

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The Golden Words

In working the brewery it should be a constant purpose, regardless of immediate gain, to develop the art of making beer to the greatest possible degree of perfection so that this brewery as well as its products may ever stand out as a model and, through their example, assist in keeping beer brewing in this country at a high and honourable level. From the will of J.C. Jacobsen, the founder of Carlsberg.

An ambitious global growth strategy, new brand positioning, visionary urban planning and a world-class attraction.

These are the essential ‘ingredients’ in the development of a modern Carlsberg.

All bound together by the following narrative strands that should be woven together as part of the overall Carlsberg’s story:

• TheCarlsbergGroup• TheCarlsbergHeritage• TheSpiritoftheCarlsbergBrand• QualityIngredientsandGreatBeer• TheCarlsbergLaboratoryandInnovation• TheCarlsbergFoundationand Community Engagement• CorporateSocialResponsibility

Target groups addressed are tourists, families, consumers, customers, employees and communities of interest.

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2.0 The Carlsberg Group & Brands

The Carlsberg Brand & Experience Centre should focus on Carlsberg’s global spirit and brand, on our rich cultural heritage, on our commitment to social engagement and on our long-standing tradition for giving back to society.

Ultimately, the product is the hero in our story: Beer in all its phases – from raw materials, research, production to innovation and consumption.

The focus must be on Carlsberg and the Carlsberg brand, but our Brand & Experience Centre should also become an appropriate and vital meeting place for the entire Carlsberg Group whilst providing an important arena for Carlsberg’s other brands and platforms, such as CSR and community engagement.

Also, while the project must be designed specifically for the Copenhagen site, it must have the potential to be used as a model for broader event branding and Visitors Centre development in other parts of the Carlsberg Group.

Carlsberg’s ambition is to be the world’s fastest-growing global beer company to the benefit of our consumers and customers, our employees, our business partners and investors. The thirst we have for achieving our goal is encapsulated in the Carlsberg Group Stand. Carlsberg welcomes proposals with exciting story and ‘plot’ lines that highlights:

• Thecontemporaryversusthehistorical• Groupversusbrand(s)• TheCarlsbergbrandversustheGroup’sotherbrands• ActuatingtheGroup’sotherplatforms.

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With a presence in more than 140 markets around the world, with 500 different beer brands and 41,000 employees on three continents Carlsberg is the No.4 brewer in the world. In Northern Europe Carlsberg is No.1, we have a strong portfolio in Western Europe, a fast growing portfolio in Eastern Europe and is the leading international group in Asia. All of which makes Carlsberg the united nations of beer with many of the largest brands including Baltika (Russia), Kronenbourg (France) and Tuborg (Denmark). Carlsberg’s focus is on beer and on driving growth by innovating in beer and other cereal-based beverages.

The Group’s approach is GLOCAL, always finding the right balance between working together at a global level whilst allowing local brands to flourish. The main shareholder in Carlsberg is the Carlsberg Foundation that generously supports science and art. The Carlsberg Foundation also runs the Carlsberg Laboratory 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, and successes. We brand as many, but stand as one.

With the courage to dare, to try, to take risks, we constantly raise the bar. We don’t stop at brewing great beer. We brew a greater future – for our consumers and customers, our communities, and our people.

This passion will continue to burn and forever keep us thirsty.

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3.0 A Financially Sustainable Business The Carlsberg Brand & Experience Centre is a commercial project and in order to bring the project to life, it must be financially viable.

One of the projects essential prerequisites is the ability to attract the desired number of tourists/visitors - up to 500,000 on an annual basis. A substantial part of the revenue is expected to come from entrance fees and consumer spending in connection with visits, for example, to the Brand Store.

However, the building should also have the scope and flexibility to develop other new business opportunities that support Carlsberg’s overall project aims.

These could include facilities for Carlsberg’s customers, as well as opportunities to develop partnerships with other stakeholders for example as part of the ongoing events and cultural programme at the Centre.

Another option could be working together with other institutions within relevant areas, within and outside Carlsberg. Carlsberg welcomes proposals outlining the conditions required for supporting sustainable operations:

• Achievingandmaintainingthedesiredvisitornumbers• Compositionofactivitiesinthebuildings• Potentialforpartnershipswithotherstakeholders.

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Carlsberg operates visitors experiences on a commercial basis.

With the aim of attracting up to 500,000 visitors a year, the Brand & Experience Centre will be a top-5 attraction in the Greater Copenhagen Area.

Current commercial Visit Carlsberg activities include Visitors Centre with the Brand Store, restaurant facilities, meeting and conference facilities, as well as commercial events.

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4.0 The Buildings

The New Carlsberg Brewhouse and the Elephant Gate form a unique setting for an experiential journey into the world of Carlsberg.

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

Our future vision is for these buildings to be converted into a range of contemporary experience rooms, spaces, places and arenas with a strong and natural cohesion that highlights their distinctive character.

Carlsberg welcomes proposals for the building’s use and design in a courageous masterplan that transforms the buildings and explains: • Thefunctionsthebuildingcanhouse• Logisticalandaccessconsiderations–alsobetweenfloors• HowtoincorporatetheElephantGate • Viewsonhowthebuildingsinteractwithnearbysurroundings.

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The New Carlsberg Brewhouse and the Elephant Gate attract many visitors each year. Both buildings are listed.

Built at right angles, the two buildings form a strong historical axis at Carlsberg, and show clear references to European design history.

The New Carlsberg Brewhouse has a ground area of 1,578 square metres, with a floor area of 7,178 square metres, and was built in 1901/1920 by architects Vilhelm Klein and Carl Harild.

The four-storey New Carlsberg Brewhouse has a main hall with a central free height of 16 metres and two consecutive galleries, one above the other. The hall features nine impressive freestanding copper brew kettles along with exposed cast iron and steel beams and columns that accentuate and support the building’s form and function.

The Elephant Gate was designed by Vilhelm Dahlerup and built in 1901. Originally a water tower, the tower above the Elephant Gate connects the New Carlsberg buildings.

The tower’s ground area is 115 square metres and the floor area is 227 square metres.

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5.0 Architecture & Design

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

At present, they speak for themselves – but in the future they must help portray Carlsberg in an entirely new context – both as buildings with new functions and as a part of the new Carlsberg district.

The future architecture and design of the Brewhouse are therefore completely central experiential dimensions of the Brand & Experience Centre.

In keeping with Carlsberg’s architectural history, a new interpretation of the existing architecture, emphasising sustainable solutions and modern, forward-thinking design, is required.

Carlsberg welcomes proposals outlining a future-oriented approach to architectural design that compliments functions and spatial experiences:

• Newversusold• Materialsanddesign • Sustainabilityandresourceconsumption.

13THE CARLSBERG BREWHOUSE PROJECT / DESIGN COMPETITION PROGRAMME

Carlsberg’s architecture has always reflected the contemporary.

From early on, inspiration from the European continent and international references were echoed in production processes, architecture and artistic decoration.

Quality,innovationandaglobaloutlookhave been, and will remain Carlsberg’s distinguishing hallmarks.

Carlsberg’s architecture features richly decorated exteriors and interiors built by the leading architects and artists of their day.

A foresighted architectural vision, with enduring respect for the past, present and future of the Carlsberg story is the core value in the development of Carlsberg’s architecture.

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6.0 Visit Carlsberg

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

The venue’s strength is its authentic setting. Stables and horses, an inviting courtyard café in the historical brewer’s yard, the presence of the Jacobsen Brewhouse and close proximity to the area’s beautiful gardens.

However, with the development of the Carlsberg Brand & Experience Centre the future of the current Visit Carlsberg lies open.

Should relevant activities be moved to the new framework? What about the activities that can’t be moved to the future building, such as stables and grazing areas for the horses?

From an experiential, financial, operational and logistical perspective is it possible to have a future attraction at several locations?

Can Carlsberg’s cellars be incorporated into this context? Carlsberg welcomes proposals outlining if Visit Carlsberg can be integrated in the future Brand & Experience Centre and how the activities currently available at Visit Carlsberg and their possible role in the future framework can be addressed.

15THE CARLSBERG BREWHOUSE PROJECT / DESIGN COMPETITION PROGRAMME

Visit Carlsberg encompasses Carlsberg’s Visitors Centre, the Museum and Carlsberg’s archives.

Established in 1999 at ‘Old Carlsberg’ from 1847 in J.C. Jacobsen’s original Brewer’s yard, the Visitors Centre houses an exhibition area, a courtyard cafe, stables, the Brand Store, gardens, a greenhouse and the Jacobsen Brewhouse located about 250 metres from the New Carlsberg Brewhouse.

Run on a commercial basis, Visit Carlsberg is an important driver for developing events in the Carlsberg district.

In 2010, Visit Carlsberg had 157,000 guests - 120,000 in the Visitors Centre, while almost 40,000 attended commercial arrangements and events.

70% of the visitors were international.

‘Museum’ is Carlsberg’s business centre with meeting and restaurant facilities that are located about 100 metres from the New Carlsberg Brewhouse.

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7.0 Carlsberg District

With the new Brand & Experience Centre Carlsberg is creating a landmark that will play a visionary and important role in the new district, and reinforce its already striking presence in the area.

Carlsberg’s domicile will therefore be integrated into a strong historical axis from the Carlsberg Brewhouse and Elephant Gate, to the Museum, Old Carlsberg and the Carlsberg Academy. This axis will also encompass Carlsberg’s Research Centre.

The project highlights Carlsberg’s determination to continue investing in the area for the future and create value for the district and Copenhagen.

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

At the same time, visions for the district are challenging for Carlsberg as a company. A new identity for the former production area is on its way, with others playing an active role in attitudes to urban life, architecture and infrastructure.

Carlsberg is a strong player and dialogue partner in the area, and this will also be apparent when the ambitious plans for urban life, sustainability and visitor experiences are presented in a more permanent setting.

Carlsberg welcomes proposals describing how we can re-enforce, strengthen and further develop our presence in the area:

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

How can we best develop and leverage this potential so the district at the same time grows into a strong brand platform for Carlsberg?

17THE CARLSBERG BREWHOUSE PROJECT / DESIGN COMPETITION PROGRAMME

Beer production ceased at Carlsberg at the end of 2008, with the exception of the Jacobsen Brewhouse.

Over the next 20 years, a dynamic, new and sustainable district will emerge in the area, a 24-hour ‘experience machine’ close to the heart of Copenhagen.

In May 2007, the Danish architect firm Entasis won the international urban planning competition, and in 2009 their masterplan received an additional award for best masterplan at the World Architecture Festival in Barcelona.

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

The entire area is connected by more than 7 kilometres of cellars which structure the district’s network of streets and squares.

The Carlsberg district will be the first development project in Denmark where all new buildings are low-energy.

The New Carlsberg Brewhouse is in the heart of 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 design competition to transform the New Carlsberg Brewhouse into Carlsberg’s Brand & Experience Centre. The design competition will be launched on April 5th 2011.

Following an initial pre-qualification stage a small number of selected teams will be invited to develop and submit their design proposals.

A winner will be announced in Spring 2012

Full details of the competition including application process, detailed competition schedule, selection criteria, judging process and general terms and conditions can be found at;

www.carlsberggroup.com/brewhouseproject

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New Carlsberg BrewhouseFacade, south

New Carlsberg BrewhouseFacade, north

9.0 Drawings

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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 Copenhagen VDenmark

www.carlsberggroup.com