The area around belt band 2 in the arrival hall at Copenhagen Airport will from Friday morning March 31st be transformed into a visual representation of Frederiksborg Castle, New Carlsberg Glyptotek and Visit Carlsberg’s attractions. The exhibition will furthermore focus on Carlsberg Laboratory’s research and the many new projects that are granted funding each year from the Carlsberg Foundation, the New Carlsberg Foundation and the Tuborg Foundation. By means of the headline and hashtag #itallcomesfrombeer, the purpose is to show that Carlsberg is so much more than beer and that the foundations to support initiatives in Danish society year after year.
The foundations and museum attractions each have their own identity, but they all stem from the founder J.C. Jacobsen and his son Carl Jacobsen’s passion for science, art and culture, and the Tuborg Foundation is therefore also a part of the Carlsberg family today.
The purpose of the initiative is to present the Carlsberg family in one single platform where the identity is expressed in a common narrative for both Danes and international guests arriving in Carlsberg’s home market.
The exhibition at the airport runs for two periods throughout 2017.
Follow the exhibition on social media: #ItAllComesFromBeer