Event, the experience design agency, is celebrating the opening of Home of Carlsberg in Copenhagen, which explores 200 years of the brand’s legacy and impact.
Home of Carlsberg opened to visitors on 1 December 2023. The attraction has undergone a five-year redesign led by Event, on the site of the original Gamle Carlsberg brewery which dates from 1847.
Exploring brewing heritage
Event has designed a comprehensive new exhibition and immersive experience that transports visitors through hundreds of years of brewing history and enables them to see, hear, and taste the Carlsberg story.
The experience spans four floors, including the grain store, malter, boiler room, and brewhouse. Visitors learn about the brewing process and the science behind beer through hands-on games and interactives, in a journey which moves through interconnected themed chapters.
It begins by paying tribute to Carlsberg’s founders, J.C. Jacobsen and his son Carl Jacobsen, before exploring the groundbreaking scientific research which has led to the Carlsberg we know today. At the end of the experience, visitors will enjoy a drink of Carlsberg while taking time to reflect on the heritage and legacy of Denmark’s beloved beer.
In partnership with Home of Carlsberg, Event created the experience to draw in both international and domestic visitors by highlighting Carlsberg’s reputation as “probably the best beer in the world”.
In addition, the experience showcases the significant part that the company has played in forming Copenhagen’s cultural identity, from sports to music, architecture, and the arts. All have been impacted by the Carlsberg Foundations, which donate nearly 30% of their dividends to Danish communities, arts, and science.
Contributing to culture in Copenhagen
The exhibition’s highlight is a wall-to-wall display of over 23,000 beer bottles, the biggest collection of beer bottles on display on Earth. Visitors can see the entire bottle collection, which dates from the 1800s to the present day, and can use digital screens to ‘find your favourite beer’.
Other exhibits include a massive interactive digital wall demonstrating the reach of the Carlsberg Foundations, and opportunities to find out about the historic brewing equipment which is displayed in the brewery building. Jutland horses were used to transport Carlsberg beer across the country until the 1950s, and visitors can meet the brewery horses in the stables.
The displays’ materials and colour scheme were carefully chosen to harmonise with the listed heritage site. Timber, brass, and glass speak of its brewing history and equipment, while deep red and gold, the Carlsberg district’s iconic colours, provide an anchor for the visual display.
Each visitor will receive a Carlsberg wristband, which they can use to engage with the exhibits and store and download their digital memories from the experience when they return home.
Josh Kirk, associate director at Event, says: “The Home of Carlsberg is a visitor experience that goes far beyond a ‘typical’ brewery tour. We weave the heritage buildings and brewing equipment together with cutting-edge digital technology to create a new home for one of the most famous beer brands in the world.”
“Visitors are invited to feel, taste and become part of Carlsberg’s story,” comments Rosie Wanek, lead content designer at Event. “Bringing to light fascinating characters and remarkable stories from the past and present of this historic site, we hope to revitalise an integral part of Copenhagen’s cultural fabric.”
Event has a proven track record in Denmark, with Hans Christian Andersen’s House (2021) and Carl Nielsen Museum (2023) in Odense, and The Raid at National Museum of Denmark (2021) in its portfolio. In addition, the firm was recently appointed to the new Natural History Museum of Denmark, slated to open in 2025.
Home of Carlsberg is Event’s second completed brewery experience project, following the design of the Guinness Storehouse in Dublin (2006), which is one of Ireland’s most popular tourist attractions.
Last month, Event announced that the team was attending several museum conferences, including Esteban Botero, creative director at Event, who spoke at the closing session of the International Museum Construction Congress (IMCC) in Antwerp, Belgium.
All images kind courtesy of Daniel Rasmussen
