Attractions Management - Ralph Appelbaum to design Carlsberg attraction...
02 Sep 2014 Attractions Management: industry news and jobs
 
 
HOME
JOBS
NEWS
FEATURES
BLOG
PRODUCTS
FREE DIGITAL SUBSCRIPTION
PRINT SUBSCRIPTION
ADVERTISE
CONTACT US
Sign up for FREE ezine
Latest news

27 Mar 2012

Ralph Appelbaum to design Carlsberg attraction
BY Tom Walker



Danish brewer Carlsberg has appointed a team lead by US-based architects Ralph Appelbaum Associates (RAA) to design a new themed visitor attraction in the centre of Copenhagen.

RAA was appointed after beating four other finalists in a design competition that Carlsberg first launched in 2011. In total, the competition attracted more than 64 entries.

The winning team also includes Danish firm PLH Architects, UK-based designers Arup and the Visitor Attraction Company - a UK consultancy whose previous projects include Ferrari Theme Park in Abu Dhabi.

RAA's winning design, called The Carlsberg Brewhouse, is based on a playhouse concept where "Carlsberg Players" guide and perform for visitors. The visitor centre is divided into two zones - "Welcome" and "The Challenge".

Welcome includes the entrance area, a Carlsberg Time Machine video show, a grand foyer, café and brand store. The Challenge features themed "houses" on music, art, sport, science and adventure.

There is also a rooftop restaurant and bar called Valby, while the The Elephant Gate area below ground floor will be an entertainment and beer tasting area featuring the Club Carlsberg comedy club.

RAA's concept is targeted towards Millennials (or Generation Y), the age group of 'multitasking consumers' who are connected, online and on the move - and who Carlsberg hopes will become the next generation of loyal customers.

A spokesperson said: "Carlsberg Brewhouse will be a "funhouse" with themed houses featuring games and activities based on giving back and where allusions to the brewing process set the agenda for celebrating.

"The experience is about performance, entertainment and involvement."

Carlsberg is hoping to attract more than 400,000 visitors to the centre each year.



Connect with
Attractions Management
Magazine:
View issue contents
Sign up:
Instant Alerts/zines

Print edition
 

News headlines
House of Culture, Denmark, to be opened in 2016
House of Culture, Denmark, to be opened in 2016   02 Sep 2014

Work has started on Copenhagen’s House of Culture and Movement (Ku.Be.) in Denmark, aimed at .... more>>
Cyprus plans crocodile farm as tourist lure
Cyprus plans crocodile farm as tourist lure   02 Sep 2014

An Israeli/Cypriot consortium has put forward plans to build a visitor attraction housing 1,000 crocodiles in Psematismenos, Cyprus. The plans for .... more>>
Korea plans coffee-inspired theme park
Korea plans coffee-inspired theme park   02 Sep 2014

Popular South Korean coffee shop Tom n Toms has announced plans to build an amusement park in Chuncheon in the country’s northern province of Gangwon. An agreement was signed .... more>>
Macedonia searches for national identity as capital undergoes controversial €500m cultural revamp
Macedonia searches for national identity as capital undergoes controversial €500m cultural revamp   01 Sep 2014

Macedonia’s capital of Skopje is undergoing a major revamp, but some are calling the controversial makeover – intended to attract .... more>>
Company profile


International Play Company

International Play Company was established in 1999. Iplayco Corporation Ltd is the owner and key stakeholder.

View full profile>>

Catalogue gallery


Featured Supplier

Wibit’s new range brings pools of all depths and sizes to life

Wibit’s new range brings pools of all depths and sizes to life

Wibit Sports, the market leader in inflatable water sports products, has recently introduced some great new products to cater for leisure pools of all different sizes and depths. More>>




in this issue

• Industry leaders rail at 'irresponsible' exercise claims
• Nuffield eyes further gym buyouts
• Volkswagen: camper van pop-up



Latest jobs




Show Host
Salary: Competitive
Location: Catford, United Kingdom
Company: Mecca Bingo
Team Leader
Salary: Competitive
Location: Stevenage, United Kingdom
Company: Mecca Bingo
Team Member/Senior Team Member
Salary: Competitive
Location: Sale, United Kingdom
Company: Mecca Bingo
Team Leader
Salary: Competitive
Location: Unit specific , United Kingdom
Company: Mecca Bingo
Diary dates
Powered by leisurediary.com




01-03 Sep 2014

4th International Conference on Qualitative Research in Sport and Exercise

Loughborough University, Loughborough, United Kingdom


02-04 Sep 2014

IOG Saltex

The Royal Windsor Racecourse, Windsor, United Kingdom



Attractions Management magazine 2014 issue 3
Attractions Management
2014 issue 3

View issue contents
View on turning pages
Download PDF
  Attractions-kit: Product Focus
The latest from the waterpark industry More>>
  Light & Sound: Light Fantastic
Castles and Tate Modern’s Turbine Hall transformed by light and sound More>>


Attractions Management magazine 2014 issue 2

Attractions Management
2014 issue 2

View issue contents
View turning pages
Download PDF
  Waterparks: Wet'n'Wild
Wet'n'Wild Sydney has welcomed a million visitors through its gates since opening in December. Managing director Chris Warhurst tells us why More>>
  Multimedia and AV: Multi story
A round up of some of the latest multimedia and AV projects More>>


Published by The Leisure Media Company Ltd Portmill House, Portmill Lane, Hitchin, Herts SG5 1DJ. Tel: +44 (0)1462 431385 | Contact us | About us | © Cybertrek Ltd