VISITOR EXPERIENE
BRAND NARRATIVE
INSTALLATION
CARLSBERG
Carlsberg partnered with US to create a cinematic, immersive centerpiece for the reimagined Home of Carlsberg—a flagship visitor experience designed to transform a historic brewery site into a modern cultural destination.
The challenge was to honor nearly two centuries of brewing heritage while engaging a global, contemporary audience accustomed to high-impact, experiential storytelling. The solution was a bespoke film installation anchored by a four-sided LED tower, multichannel sound, and synchronized lighting—designed to fully envelop visitors and serve as the emotional and narrative core of the exhibition.
Rather than presenting history as static information, the experience guides audiences through Carlsberg’s scientific innovation, cultural influence, and pursuit of the “perfect pint” using cinematic pacing, rich visual language, and spatial storytelling. The installation integrates seamlessly within the architecture, elevating the exhibition without competing with the historic environment.
The result is a highly engaging, award-winning visitor experience that has helped position Home of Carlsberg as one of Copenhagen’s must-see attractions. The project has received international recognition, including a Gold Telly Award, and has been praised for its immersive quality, clarity of storytelling, and emotional resonance.
By translating brand legacy into a sensory, narrative-driven experience, the work strengthens Carlsberg’s identity as both a heritage brand and a forward-looking cultural institution—demonstrating how cinematic media can deliver measurable impact in experiential environments.
