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Wilkinson Eyre reveals Carlsberg visitor attraction vision

Wilkinson Eyre has revealed the first images of its proposed Carlsberg visitor attraction project in Copenhagen, Denmark

Despite losing an international design competition for the job two years ago, the AJ100 practice was invited back to collaborate with Ralph Appelbaum Associates (RAA) on the high-profile project.

RAA won the initial contest with Arup and Danish PLH Architects (see AJ 20.03.2012), but subsequently teamed up with Wilkinson Eyre after the drinks maker decided it wanted a ‘more ambitious architectural design’.

Wilkinson Eyre has focused on the architectural elements of the scheme while RAA has developed an ‘experiential masterplan’ for the world famous visitor attraction. Both elements have so far been developed up to RIBA stage C and are now proceeding at different speeds.

Planned to complete in 2017, the project will transform the New Carlsberg Brewhouse into a new brand and experience centre which expected to receive half a million visitors a year.

A statement from the architect said: ‘The Brewhouse will be an architectural beacon and an adventure full of unexpected moments that challenge, engage and inspire. It will be a people centred experience, giving Carlsberg a new and direct way to interact with its consumers.’

The historic four-storey building was completed by Vilhelm Klein in 1901 and features an iconic Elephant Gate.

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