Client
Carlsberg
Industry
Culture & Tourism
Hospitality
Deliveries
Brand Strategy
Brand Experience
Exhibition Design
Reimagining a Historic Industrial Landmark
As part of the transformation of the historic Carlsberg Brewery site in Copenhagen, Carlsberg initiated plans for a new Brand & Experience Centre designed to welcome more than 400,000 annual visitors.
The ambition was to create a destination rooted in the company’s heritage while establishing a more contemporary and engaging visitor experience.
LOOP Associates was selected as one of five finalists invited to develop concepts for the future transformation of the site.
Challenging the Traditional Experience Centre
Developed in collaboration with UiWE, Effekt, Arthesia and Niras Engineers, the proposal explored alternative ways of experiencing the Carlsberg brand.
Rather than creating a traditional corporate museum, the concept positioned the historic brewhouse as a cultural platform capable of supporting exhibitions, events, experimentation and public engagement.
The ambition was to create an environment where heritage and innovation could coexist within the same experience.
Designed for Change
The proposal combined architecture, storytelling, visitor flow and brand experience into a flexible framework designed to evolve over time.
Industrial heritage became the foundation for new forms of cultural programming, immersive experiences and public activities.
Rather than functioning as a static destination, the concept envisioned the site as a living environment continuously shaped by new ideas, people and events.
A Vision for the Future
The project demonstrated how historic industrial environments can be transformed into contemporary cultural destinations without losing their identity or character.
By bringing together architecture, brand experience and public engagement, the proposal explored new ways for heritage sites to remain relevant for future generations.
The concept was later voted the public favourite in a survey conducted by Carlsberg.
Selected work
