A team led by Ralph Appelbaum Associates has won Carlsberg Group's design and architecture competition for the DKK280m ($50m) transformation of the new Carlsberg Brewhouse into a new Brand & Experience Centre in the Carlsberg District of Copenhagen, Denmark.
The team also includes PLH Architects of Denmark, UK-based group Arup and The Visitor Attraction Company.
A total of 240 companies from 20 different countries participated in the competition launched in April 2011, with five finalists shortlisted.
Carlsberg Group CEO Jorgen Buhl Rasmussen said: "It was a tough decision to choose between the five finalists' visions but the jury agreed that the winner was Ralph Appelbaum Associates from New York and London."
The centre will have a rooftop terrace with viewing platforms, a sky arena, as well as bars, restaurants and clubs.
Transformation of the brewhouse and Elephant Gate will help Carlsberg Group strengthen its presence in the Carlsberg site, the company said.
The current Carlsberg Brewhouse has a ground area of 1,578m² and floor area of 7,178m², and was built by architects Vilhelm Klein and Carl Harild.
The four storey brewhouse has a main hall with a central free height of 16m and two consecutive galleries, built one above another.
The main hall of the building features nine freestanding copper brew kettles along with exposed cast iron and steel beams and columns to support the building.
Elephant Gate, designed by Vilhelm Dahlerup and built in 1901, is a notable feature of the building.
After completion of the renovation, the centre is expected to attract 400,000 guests per year.
Image: Transformation of the brewhouse and Elephant Gate will help Carlsberg Group strengthen its presence in the Carlsberg site. Photo: discosour.