That calls for a Carlsberg
February 28, 2012 § 5 Comments
It can be said that Carlsberg is Copenhagen.
In 1847 J.C. Jacobsen established Carlsburg Brewery in Copenhagen and since then the company has been a cornerstone of Copenhagen history. In the past 150+ years Carlsberg has become an extremely influential in the areas of beer, art, sports and other cultural aspects within Copenhagen and abroad. Carlsberg is currently the #4 brewing company in the world.
You can’t walk down the street in Central Copenhagen without seeing the Carlsberg logo.
At the end of 2008 beer production ceased at the Carlsberg headquarters in Copenhagen. Since production ceased, an entire district of beautifully historic factory buildings wait empty and ready for a new function. Over the next 20 years, the Carlsberg Group has plans to repurpose the existing campus into a dynamic sustainable district for arts, sports and culture to benefit the city of Copenhagen.
So why the history lesson?
This weekend I had the opportunity to visit the New Carlsberg Brewhouseand learn about the top 5 projects for the ‘Carlsberg Brand & Experience Center’ (working title…it needs work). Teams of architects, planners and advertisers presented their ideas such as a real life videogame experience, the world’s longest bar and a daily circus within Copenhagen.
Here is a glimpse of the competition and the existing brewhouse in all its beauty!
Interior of the original New Carlsberg Brewhouse.
Section model from the competition
Visitors were given a ‘like it’ card to place by our favorite designs. How democratic!
Presentation by BIG architects
The existing brewhouse is so beautiful in itself, I don’t think that a repurposing is even necessary! I hope the idea that is chosen preserves the current historic building and all its memory. We shall see!
That calls for a Carlsberg.