Reteam group has signed an agreement with Udviklingsselskabet Carlsberg Byen P/S in Denmark. The agreement concerns the development of the retail strategy for the entire Carlsberg Byen, which has been the domicile for the Carlsberg brewery since 1847. The area is located in Vesterbro, Copenhagen, and amounts to more than 30 hectare which will be a new, lively and open part of the capital.
Reteam group is going to develop the commercial concept that holds 22.000 m² of retail. Add to this, restaurants and cafés.
”For us, it is a task with prestige to take part in transforming the architectural legacy of Carlsberg into an exceptional retail destination in Copenhagen. Carlsberg’s international brand attracts visitors itself, but furthermore, the right mix of Danish and international brands will attract tourists in large numbers - as the Meatpacking District does in New York City”, states Kathrine Heiberg, partner in Reteam group.
Reteam group will make a script for how the district can grow as a unique retail area. The masterplan will among others include suggestions for what categories that will be invited to Carlsberg Byen along with a catalog with concrete locations. The masterplan is expected to be complete during this summer.
”The protected buildings in Carlsberg Byen are very beautiful and special, thus it is not every type of retail that is suitable for being a part of the area. The building owner has ensured a long planning process. This gives us time to carefully prepare how the unique and old buildings can be utilized correctly, so the buildings will contribute to the retailers and the retailers will complement the buildings”, says Kathrine Heiberg.
Carlsberg Byen will be composed of 600.000 m² built-up area divided on 45% of residential area, 45% of retail and offices and 10% of culture, sports, institutions etc. One of the main attractions is going to be Carlsberg’s new visitor center in the old brewhouse, which is expected to receive 400.000 visitors every year. The development of the area is anticipated to take place during the next 15-20 years.
Reteam group in Ørestaden develops commercial strategies for retail centers, shopping malls, galleries, outlets and retail areas in cities all over the world.