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.
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 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.
The Brewhouse and the Elephant Gate are located in the Carlsberg District. 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.
Carlsberg Group invites all interested to see the buildings and the surroundings May 6th 2011.
Schedule
May 6th 2011: Site inspection | June 5th 2011: Deadline for pre-qualification entries
September 2011: Announcement of competing teams
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