Attractions Management - Ralph Appelbaum to design Carlsberg attraction...
01 Aug 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
Multiple attraction launches in first half of 2014 spur on Merlin's profit numbers
Multiple attraction launches in first half of 2014 spur on Merlin's profit numbers   31 Jul 2014

Merlin Entertainments has posted its half year results through to 28 June 2014, marking a 10 per cent growth in operating profit compared to the same period last year. .... more>>
Palestine Museum on schedule despite ongoing Gaza conflict
Palestine Museum on schedule despite ongoing Gaza conflict   31 Jul 2014

Plans for a museum to be built in Palestine remains on schedule to open in 2016 – despite the major .... more>>
BIG to design freedom-focused safari experience for Givskud Zoo, Denmark
BIG to design freedom-focused safari experience for Givskud Zoo, Denmark   31 Jul 2014

Bjarke Ingles Group (BIG) has been commissioned to design a new form of enclosure at Givskud Zoo, Denmark – Zootopia. Zootopia .... more>>
Significant part of Eastbourne Pier destroyed in fire
Significant part of Eastbourne Pier destroyed in fire   31 Jul 2014

A large part of Eastbourne Pier was reduced to a burned out shell yesterday (30 July) after a blazing inferno tore through the Grade II-listed .... more>>
Company profile


Mack Rides GmbH & Co KG

As a family business MACK Rides is proud to look back on a 230-year-old history, and is today one of the market leaders for the development and construction of amusement park attractions.

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

• Pure Gym to push expansion despite failed merger
• ukactive criticises NICE guidelines
• Maiden voyage for Titanic Hotel



Latest jobs




Membership Manager
Salary: Competitive
Location: Catford, United Kingdom
Company: Mecca Bingo
Casino Manager
Salary: Competitive
Location: Sheffield, United Kingdom
Company: Grosvenor Casinos
Head Receptionist
Salary: Competitive
Location: Bolton, United Kingdom
Company: Grosvenor Casinos
Hospitality Host - Casino
Salary: Competitive
Location: Leicester, United Kingdom
Company: Grosvenor Casinos
Diary dates
Powered by leisurediary.com




04-07 Aug 2014

10th Annual International Conference on Kinesiology and Exercise Sciences

TBC, Athens, Greece


13-18 Aug 2014

IDEA World Fitness Convention

Anaheim Convention Center, Anaheim, CA , United States



Attractions Management magazine 2014 issue 2
Attractions Management
2014 issue 2

View issue contents
View on 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>>
  Science centres: Appliance of science
Andreas Waschk and Mike Boris explain how they made Blueprint Entertainment into Europe's largest private science centre operator More>>


Attractions Management magazine 2014 issue 1

Attractions Management
2014 issue 1

View issue contents
View turning pages
Download PDF
  Heritage: Completing the circle
A new £27m visitor scheme for Stonehenge opens to the public More>>
  Mystery Shopper: River tales
Jennifer Harbottle explore's Asia's first river-themed wildlife park with her family 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