CarlsWorld 2012 | Competition Copenhagen

Client
Carlsberg Group
Area (sqm)
7000
Tags
Brand
Formats
Refurbishment, Visitor Centre, Brand Environment, Competition

Carlsberg Group aims to reinforce and strengthen its presence on the Carlsberg site in Copenhagen. The focus of the competition is on the transformation of the historical Brewhouse and the so-called Elephant Gate. The main attraction at The New Carlsberg Brewhouse will be "The Longest Bar in the World". This Bar functions as a flexible icon throughout the entire site, transforming itself into distinct shapes adapting to the various attractions and experiences: an interactive digital timeline, a 3D cinematic maze, a football penalty competition wall, a science lab and a global restaurant & skybar. Exploring and enjoying the Carlsberg brand along "The Longest Bar in the World" will transform the site into an exciting, interactive Brand and Experience Centre.

Competition Entry and Concept Development, Scenography
ATELIER BRÜCKNER
Brand, Corporate Identity, Graphic
e-Types
Project Management
Davis Langdon Architecture
Architecture
BIG – Bjarke Ingels Group
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