Carlsberg Group hereby announces an international design competition to transform the New Carlsberg Brewhouse into an exciting, must-see Brand and Experience Centre, attracting 500,000 visitors each year.
The aim is to create a world-class attraction with a broad appeal to visitors who wish to be challenged, engaged and entertained by one of the world’s strongest brands. The main focus is on the transformation on the Brewhouse and the Elephant Gate but should also describe how Carlsberg Group can re-enforce, strengthen and further develop its presence in the Carlsberg site.
The design competition is launched on April 5th 2011 and Carlsberg welcomes proposals from all over the world. Following a pre-qualification stage, 4-6 selected teams within the fields of brand experience and development, visitor attraction and architecture will be invited to submit their proposals. The winner will be announced in spring 2012.
For more information, visit the competition’s official website.