At the old Carlsberg site in Copenhagen, Carlsberg aimed to create a Brand & Experience Centre, welcoming 400,000 annual tourists. Drawing inspiration from its heritage, Carlsberg sought to infuse authenticity into the center’s ambiance, reflecting its origins since 1847. Among 64 entries, LOOP Associates emerged as one of the five finalists tasked with transforming the historic Carlsberg Brewhouse site into an exceptional Brand & Experience Centre.

With a common ambition of challenging the established understanding of a traditional Brand & Experience Centre, we formed a strong team with our friends at UiWE, Effekt, Arhesia and Niras Engineers. Whilst the history of Carlsberg and the heritage of the site are important and valuable, we found it just as important that the Carlsberg Brewhouse not just became a museum for Carlsberg, but also a living laboratory and test bed for future activities. A place where new things would arise.

You win some and you loose some. This time American team of Ralph Appelbaum Associates won the competition. A small comfort though, our proposal was voted as the peoples favorite, in a survey made by Carlsberg.