Carlsberg Brand & Experience Centre

Industry

Healthcare
Consumer Electronics

Deliveries

Brand Strategy
Visual Identity
Design Systems

Reimagining a Historic Industrial Landmark

At 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 transform the original brewhouse area into a contemporary destination rooted in the company’s heritage while creating a more immersive and forward-looking visitor experience.

Among 64 international proposals, LOOP Associates was selected as one of five finalists invited to develop concepts for the future transformation of the historic site.

Challenging the Traditional Experience Centre

Together with UiWE, Effekt, Arthesia, and Niras Engineers, LOOP Associates developed a proposal that sought to challenge the conventional understanding of a corporate brand museum.

While acknowledging the importance of Carlsberg’s history and cultural legacy, the concept focused equally on creating a living and evolving environment capable of supporting future experimentation, events, and new forms of public engagement.

Rather than positioning the site as a static retrospective experience, the proposal envisioned the brewhouse as:

a cultural platform
an experimental environmenta
contemporary meeting place
a living laboratory for future activities

The ambition was to create a space where heritage and innovation could coexist within the same architectural and experiential framework.

Designing for Experience and Evolution

The proposal combined spatial identity, storytelling, visitor flow, and brand experience into a unified concept designed to activate the historic industrial surroundings in new ways.

Rather than relying solely on nostalgia, the project aimed to reinterpret Carlsberg’s industrial heritage through contemporary cultural programming, immersive environments, and flexible public experiences capable of evolving over time.

This created a more dynamic vision for how historic industrial sites could function within a modern urban and cultural context.

A Publicly Recognised Proposal

While the competition was ultimately won by Ralph Appelbaum Associates, LOOP Associates’ proposal was later voted the public favourite in a survey conducted by Carlsberg.

The project remains an important example of LOOP Associates’ approach to combining identity, architecture, culture, and experience design into cohesive long-term concepts for complex public environments.