For its new Build the Danish way campaign, Carlsberg have opened the world’s very first completely off-grid pub, powered only by waterfall. Agency Fold7 created the campaign in collaboration with its experiential arm, Hyperactive, as a unique social experiment and innovative design challenge. Carlsberg invited six young participants with no prior construction experience to come to together to build the pub.
Nestled in a hidden slate quarry in Cornwall, the pub, named the Carlsberg Cabin, sits at the head of a waterfall that powers its lights and the Carlsberg Expørt DraughtMaster beer pump via a turbine. Designed to sleep six people, the Cabin’s guests will be immersed in the beautiful Cornish surrounding with a spacious, social outdoor area with trees winding through its deck. A free-flowing supply of chilled Carlsberg Expørt beer to enjoy during their stay will complete the homage to Danish life.
Designed to give Carlsberg’s UK audience the ideal introduction to living the Danish way, the six handpicked participants in the forest had to embrace Danish values of simplicity, directness, and open communication in order to bond with their new campmates and create a team capable of pulling off the groundbreaking build over just five days.
Sleeping on site, in tree pods and suspended tents, the group spent their evenings around the campfire with simple conversation – and only the music they could make themselves – for entertainment. Fold7 captured the team’s progress in a content series “Build the Danish way” which will be launched across Carlsberg’s UK social channels including YouTube, Facebook, and Instagram, released in August.
The building itself is a modular design comprising sustainable larch wood which blends traditional Danish design cues with those of the classic British pub. The units were designed by architect Ben Huggins of New British Design. Hyperactive orchestrated the collaboration with New British Design and sourced the build location with site partner Kudhva, where the cabin is based.
Liam Newton, Vice President Marketing, Carlsberg said: “We wanted to build a pub that allowed people in the UK to live the Danish Way and get out of the rat race of city life. The carbon neutral design of the off the grid pub reflects our brand values around sustainability. We want the pub to provide space for quality conversation whilst taking in a view to take your breath away and a crisp, cold pint of Carlsberg Expørt with friends. We hope people enjoy staying at the pub and embrace living the Danish Way.”
Andrew Casher, Founder of Hyperactive said: “It’s every man’s dream to build a pub, but this project allowed us to indulge our fantasies at an inspirational location at Kudhva and the most innovative and progressive architects in New British Design. We’re very proud of the result. The pub is a long-term brand experience that remains true to Carlsberg’s heritage and principles of hygge, that Carlsberg fans will be able to enjoy for months to come.”
The Carlsberg Cabin can be booked now on Airbnb.
