Carlsberg

Brand House - Courage brews in each of us

Specification:
Client: The Carlsberg Group
Service: Concept Design

Project Details



In collaboration with Wilkinson Eyre Architects and Tinker Imagineers, MET was a finalist in the prestigious international competition to design a new brand experience within the original Carlsberg Brewhouse in Copenhagen.

Looking in-depth at the heritage, quality and character of the Carlsberg brand, the team created an immersive journey spanning across the three main spaces of the enormous brewhouse building.


The historical story of the brand was celebrated in the main central atrium space using immersive and theatrical techniques, whilst the east and west wings of the building provided various experiences that first of all inspired, and then urged visitors to create their own moments of inspiration, allowing visitors to truly experience the positive values of the brand and the message -‘That Calls For a Carlsberg’.


Performance and participation were very much at the heart of the approach to create an inclusive day out that could reach out to the broad demographic of the Carlsberg brand.

As well as the inspiring historical story, we wanted to provide visitors with inspiring and accessible moments within the experience that looked to the present and the future, creating a truly enjoyable and sociable experience that calls for a Carlsberg.

Entrance

Grand Hall final

mainhall cirque du soleil ex colour

RECEPTION LOUNGE

RISE 01A

RISE 02a

RISE 03

RISE 04

topfloor 01

Yeast Wing 1

Brand