Carlsberg Group recently held a competition to transform its iconic brewhouse into a new Brand & Experience House.
The competition process - called Brewhouse Project - was transparent and the final proposals were exhibited and presented to the public before being presented to the jury.
The exhibition took place in the very brewhouse that the competition is about to change, and visitors received a card upon arriving which they could to fill out and place at the proposal they liked the most. The cards did not count as a jury-vote but as an indication of public taste and opinion.
The exhibition - and the bar - was built from pallets. Lots of them.
And the winning team: Ralph Appelbaum Associates.