Attractions Management - Ralph Appelbaum to design Carlsberg attraction...
24 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
Abandoned train tunnels below London 'to be transformed' into leisure sites
Abandoned train tunnels below London 'to be transformed' into leisure sites   23 Sep 2014

Up to 34 Transport for London (TfL)-owned “ghost” train tunnels running beneath the UK capital could soon be transformed into an array of attractions .... more>>
Construction begins on the new National Art Museum of China
Construction begins on the new National Art Museum of China   23 Sep 2014

Following a lengthy competition process ending in 2013, French architect Jean Nouvel and the Beijing Institute of Architectural Design (BIAD) have begun work on the .... more>>
Pakistani government announces first phase redevelopment of country's zoos and wildlife parks
Pakistani government announces first phase redevelopment of country's zoos and wildlife parks   22 Sep 2014

The Pakistani government has announced plans to upgrade facilities at Lal Sohanra National Park, Lahore Zoo and Safari Park to bring the visitor .... more>>
Skating to victory: Southbank Undercroft saved by boarders
Skating to victory: Southbank Undercroft saved by boarders   22 Sep 2014

Skateboarders in London’s South Bank Undercroft have won their 17-month battle to keep the space .... more>>
Company profile


Sally Corporation

Sally Corporation was founded in 1977 to merge technology and art into memorable entertainment and educational experiences.

View full profile>>

Catalogue gallery






in this issue

• Legal challenge leaves Spurs in stadium limbo
• Industry to rally for Fitness Day
• WHG snaps up Manchester's Lowry Hotel



Latest jobs




Welcome Host (Security) x 3
Salary: £23,140 - £26,030 p.a.
Location: London, United Kingdom
Company: City of London
Sales and Marketing Manager
Salary: c£25,000
Location: Weston-super-Mare, United Kingdom
Company: Parkwood Leisure
Operations Manager
Salary: Competitive
Location: Romford, United Kingdom
Company: Mecca Bingo
Main Stage Caller
Salary: Competitive
Location: Brierley Hill, Dudley, United Kingdom
Company: Mecca Bingo
Diary dates
Powered by leisurediary.com




21-24 Sep 2014

Decorex International

Syon Park, London, United Kingdom


23-25 Sep 2014

EAS (Euro Attractions Show) 2014

RAI Exhibition and Convention Centre, Amsterdam, Netherlands



Attractions Management magazine 2014 issue 3
Attractions Management
2014 issue 3

View issue contents
View on turning pages
Download PDF
  Storytelling: Inside Story
Abu Dhabi’s Yas Waterworld draws on the local culture to create a narrative journey for its visitors. Atkins Global tells us about an innovative approach 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
  Museums: Olympic Movement
Director Francis Gabet describes how The Olympic Museum's extensive refurbishment reflects the excitement and diveristy of the modern Games More>>
  Advertisement feature: The Placemakers
What’s the secret to turning an attraction into a place? 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