Attractions Management - Ralph Appelbaum to design Carlsberg attraction...
01 Nov 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
Disney reveals ¥500bn expansion plans for Tokyo parks
Disney reveals ¥500bn expansion plans for Tokyo parks   31 Oct 2014

Disney has revealed plans for a ¥500bn (US$4.5bn, €3.6bn, £2.8bn) expansion of it’s Tokyo resorts as .... more>>
Bumper summer means record-breaking business for Europa Park
Bumper summer means record-breaking business for Europa Park   31 Oct 2014

Germany’s Europa-Park looks set to smash its previous attendance record after a bumper summer season, with the visitor attraction .... more>>
Koran theme park proposed by Malaysian MP
Koran theme park proposed by Malaysian MP   31 Oct 2014

A Malaysian MP has proposed the country develop the world’s first ever Koran theme park, in an effort to draw more religious .... more>>
Crowdfunding campaign underway to restore Walt Disney's childhood home
Crowdfunding campaign underway to restore Walt Disney's childhood home   31 Oct 2014

Plans to restore the childhood home of Walt Disney have been revealed with the start of a fundraising campaign running until Disney’s 113th birthday .... more>>
Company profile


Vekoma Rides Manufacturing B.V.

Vekoma Rides has been in the amusement industry for many years. Vekoma Rides Manufacturing, Vekoma Rides Engineering and Vekoma Rides Parts & Services are all part of the Vekoma Rides Group.

View full profile>>

Catalogue gallery


Featured Supplier

Pram innovation enhances family-friendly reputation

Pram innovation enhances family-friendly reputation

'Buggy Lock' is a new security system launched by safety and security specialists Cardea Solutions, offering family-friendly facilities a low-cost, easy-fit solution to prevent the growing problem of buggy theft. More>>




in this issue

• PHE launches framework to tackle inactivity
• Fitness First plans German sale
• Luxury yachyt hotel debuts in Victoria Docks



Latest jobs




Conference Director
Salary: -
Location: Torquay, United Kingdom
Company: Global Geoparks Network
Field Services Engineer
Salary: Competitive
Location: Midlands, United Kingdom
Company: Mecca Bingo
Sales Manager
Salary: £28,000 to £36,000 depending on experience
Location: Brighton, United Kingdom
Company: Brighton i360
Visitor Experience Manager
Salary: Circa £27,000 per annum
Location: Ham House and Garden, Richmond, Surrey
Company: National Trust
Diary dates
Powered by leisurediary.com




31 Oct - 01 Nov 2014

Spa and Wellness International Congress

Borodino Hotel, Moscow , Russia


03-07 Nov 2014

National Spa Awareness Week (NSAW)

Various, United Kingdom



Attractions Management magazine 2014 issue 3
Attractions Management
2014 issue 3

View issue contents
View on turning pages
Download PDF
  Analysis: TEA/AECOM Enduring Appeal
Theme park attendance for 2013 reached an all-time high, and museums worldwide performed well. AECOM’s economics experts crunch the numbers More>>
  Theme Parks: Oceans of Fun
Chimelong International Ocean Resort is a big development on a small island. Will its proximity to the gambling haven of Macau be a help or a hindrance? More>>


Attractions Management magazine 2014 issue 2

Attractions Management
2014 issue 2

View issue contents
View turning pages
Download PDF
  Museums: Beautiful minds
The founders of MoMath, the New York Museum of Mathematics, tell us how they're on a mission to get ordinary people to fall in love with maths More>>
  A Mapic promotion: Leisure – a vital part of today's shopping mall
Q&A with Nathalie Depetro, director of Mapic 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