The Carlsberg Brewhouse Project


Carlsberg has taken one step closer towards the realisation of the ambitious Brand & Experience Centre by revealing the winner of the international design and architecture competition.

The winning team was led by Ralph Appelbaum Associates a global cultural attraction planning and design company with offices in New York and London together with Danish PLH Architects among its partners.

View entries...


Carlsberg Group has announced 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.

Category Project Competition / Competition Result
Type International, Project, Open, Two-Stage
Genre Architecture
Country Denmark
RegDeadline 7 June 2011 GoogleCal iCal
7 June 2011 (Must be Received)
Eligibility Architects

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.

The Competition is judged by a jury including representatives from the Carlsberg Group as well as national and international representatives within brand experience design and architecture

Each finalist will receive a payment of DKK 150.000 to participate in the competition.

Entry Fee

Announcement of competing teams: Early September 2011
Winner announced: March 2012

Carlsberg Group

Official Website