Carlsberg Brewhouse, Copenhagen

A new customer experience center to support Carlsberg’s heritage and brand identity




Copenhagen, Denmark




Competition proposal


7,500 m²


Carlsberg Group


Ralph Appelbaum Associates, The Visitor Attraction Company, ARUP

In 2013 PLH, together with the British branding agency Ralph Appelbaum Associates, won the competition for a new experience center at Carlseberg Breweries – The Brewhouse Project with our proposal, “OUR HOUSE is YOUR HOUSE.”

In its verdict, the competition jury praised the proposal’s holistic approach and its respect for the historic architectural quality that is so much a part of Carlsberg’s identity. The project is divided into three experience zones: Welcome, Experiment and Reward. The Welcome zone is comprised of exhibit areas to offer visitors a glimpse of Carlsberg’s rich heritage and an introduction to the brewing process; the Experience zone offers hands-on exhibits and interactive games related to the Carlsberg experience. Finally, visitors reach the Reward zone, which terminates on a roof terrace with bar and lounge areas to enjoy Carlsberg products, and infinity pool with panoramic views of the city.

Ralph Appelbaum produced a video about the process which led to the winning entry, watch it here.