Program // Strategy, placemaking, visual communication, interior architecture, tactics and activation
Location // Copenhagen, Denmark
Year // 2017
Client // Carlsberg Byen P/S
Area // 330.000 m2 - 3.100 homes, 12.000 jobs and 10.000 students
Status // Ongoing
Contact // Peter Bur Andersen, Natascha Engelbrecht
Project Team // Sine Lindholm , Espen Lunde Nielsen , Martin Brassøe and many others
Contractor // 2LP Construction and others
In the development of Carlsberg Byen visitors and residents will experience a new vibrant, modern and unique part of Copenhagen, rooted in a historical spirit unique architecture. We support this relationship through a mapping of the site’s DNA through cultural heritage studies, summarized visions, location analyzes and a description of how a pairing of these has formed the basis for the actual retail strategy, which will contribute to the creation of an identity for Carlsberg Byen.
Visions for Carlsberg Byen //
Carlsberg’s history is a love affair between science and culture. From the very beginning, quality products went hand in hand with a good head of creative energy and a generous contribution to life in the city. Great art and architecture were integrated into urban spaces and thus into everyday life. On town squares and in old as well as new buildings, forces are now joining to create a dynamic city district. Global trade and art, popular tradition and research will be brought together on one of Copenhagen’s finest foundations.
Heritage and identity
Carlsberg Byen will build on a unique cultural heritage, and this will live on in the city. The values of history will guide life in the new city, and every visitor will experience the link between the power of history and the dynamics of a living city. The characteristic architecture, the beautiful gardens and axial designs will create a feeling of grandeur, while cultural, commercial and recreative activities will complement the promises of history. Like the joy of art, science and research are a manifest heritage from the founders. The researcher apartments, the educational institutions and the production units will ensure that Carlsberg Byen continues along the path set by its founders.
The urban spaces
It will be a denser, more massive district than Copenhagen has seen for a century. Historical buildings, modern blocks and no less than nine towers will rise to the skies. On the ground, a varied pattern of passages and squares will inspire people to explore and discover the myriad of spaces and atmospheres. Each of the 25 urban spaces will serve as a unique social scene, with its own special message and openness to change. Everywhere, focus will be on experience and functional frameworks for spontaneity, always bearing in mind the aesthetic.
Strategy and Cultural heritage
Four obvious themes derived from the cultural heritage of Carlsberg together form a strong idea and identity. Separately and together, they inspire the choice and development of retail concepts and strategy which identifies with the cultural heritage, share ambitions with the district, and plays an active role in the creation of the vision.
Thousands of workers were employed at the Carlsberg breweries, producing beer of high and uniform quality. Brewing developed from a cottage industry to industrial, competitive mass production. The key to Carlsberg’s successful production always has been and remains; quality. High quality craftsmanship and micro-production will be essential themes in life in Carlsberg Byen.
The visionary spirit of J.C. Jacobsen, the founder of Carlsberg, revolutionized the brewing process throughout Europe, and he shared his knowledge and inventions with the rest of the world – at no cost. The Carlsberg Laboratory, the research Centre and the residencies for researchers made up the scientific environment and continuing in this spirit. Inventiveness is the key. New thoughts within trade, experience goods, urban development and local cultural life will have optimal growth conditions in Carlsberg Byen.
“Wherever people live and work,” said Carl Jacobsen,” art should be displayed to inspire and incite a life of passion”. The new city district will constitute a wealth of different urban spaces. Passion for beauty is the key. Those involved must feel a desire for change, but behind this will be a foundation of ever-present shared values, including the beauty in a mixture of classical and modern expression.
The Carlsberg site was always a mixture of factory buildings and homes, and the place abounded with a sense of community, entertainment and urban life. Cut off as it was from the rest of the city, in an island-like structure, Carlsberg was a place for hard work, and it became a unique miniature society in which people found their own ways to entertain themselves. Giving new life to this culture of community and entertainment in Carlsberg Byen is an obvious opportunity. Nothing is more attractive than belonging to a place that fills you with pride and a sense of social attachment.
All players in the Carlsberg City Experience will be inspired by one or more of the four themes and their traditional and / or modern meanings.
For many, it will be quite natural to work with all dimensions; quality, ingenuity, beauty and contributing to both the artistic touch, cultural outlook and the local communities.
Through a site and cultural heritage analysis based on the visions of the Carlsberg City, it is concluded that the area consists of a number of different zones, each with their own identity and potential: both in terms of urban space identity and references to cultural heritage templates with related recommendations.
Ten zones representing different identities can be sketched out by linking the urban spaces with their associated tenancies. This idea draws on the masterplan concept by which each urban space has its own unique identity and character. With this holistic approach, the public outdoor and indoor spaces will be brought together, and retail will become an active part of the urban landscape, thus fulfilling the desire for Carlsberg Byen to become a living city district with an intense urban life.