The Sacrifice of SpaceCarlsberg Sponsorship Flagstore at Carlsberg

Assignment 3Faculty: Henning Thomsen

“Shared space requires a specifically architectural form of sacri-fice, severing some part of the enclosure for common use. Such a space would also be carved out of the public realm. The result of this double cut - and dobble loss - is reciprocal involvement, which I take to be a cultural gain.”

David Leatherbarrow, The Sacrifice of Space, in Common Ground - a critical reader, ed. David Chipperfield et. al., 2012

DIS Architecture + Design Fall 2013

Assignment 3: The Sacrifice of Space

The Theme“Can single buildings contribute to the formation of common ground?” Thus begins David Leatherbarrows contribution to David Chipperfields critical reader, Common Ground, that was prepared for the 2012 Venice Architecture Biennale - which incidentally Chipperfield was curating. This will be the theme for the third assignment. The theme is also the theme David Chipperfield chose for the Biennale. About it he says: “I chose this theme in order to question the priorities that seem to dominate our time, priorities that focus on the individual, on privilege, on the spectacular and the special. These priorities seem to overlook the normal, the social, the common. I was concerned to encourage a more critical examination of what we share, with the awareness of what seperates us and how we are all unique. To consider our common influences, concerns and visions may help us better understand the discipline of architecture and its relation to society.”

The CommissionThe Carlsberg Group is involved in sponsorship activites all over the world. The two main brands are Carlsberg and Tuborg - the former primarily sponsors sport, the latter primarily sponsors music. “Sponsorship,” Carlsberg states, “is a great way to create a brand character and associations that generate real passion and emotion from consumers – and from our companies across the world.” As part of their remaining activities on the Carlsberg Brewery Site, Carlsberg is commissioning a Sponsorship Flagstore - a place to showcase the global sponsorship activities through media and retail activities - to supplement their Brand & Experience Centre, soon to be created inside the old Brewhouse only a few steps away from the Sponsorship Flagstore. In contrast to the proposed conversion of the old Brewhouse, the Sponsorship Flagstore needs to be housed in a new building of international architectural standards. In addition to attracting visitors through its quality and proposed function, the new building must also adhere to the fundamental urban ambitions put forward by Carlsberg in their almost decade-long work to transform the Carlsberg Brewery Site to a new and bustling part of the city of Copenhagen.

The SiteThe foundations of Carlsberg A/S - one of the world’s largest brewery groups - were laid in 1847 when brewer J C Jacobsen moved from his brewery in inner city Copenhagen to Valby Hill to start modern beer production there. The main advantage of the new location was that there was plenty of good water and that the storage cellars, which were a prerequisite for the making of the new beer type, dark lager, could be dug into the sloping side of Valby Hill. After close to 160 years of activity on the site, the Carlsberg Group in the beginning of the 2000’s decided to move the production out of the city and away from Copenhagen. The site, almost 33 hectars of land, was to be transformed and developed into a new part of Copenhagen. The ambition was to create a dense, sustainable and livable neighborhood. A masterplan competition was announced, that attracted 221 entries from all over the world. The winner turned out to be a local Copenhagen absed office, Entasis, who have since been responsible for the masterplan and the proces to create localplans for the future development of the site.

The PlotCarlsberg has reserved a series of plots on the Carlsberg Site for their own future activities. This plot, area #4, is situated along the Ny Carlsberg Vej (New Carlsberg Road), just across from both the main Carlsberg administration building and the old Brewhouse, which will house the coming Brand & Experience Centre. It is only a few yards down the road from the Elephant Portal, one of the outstanding contributions to the building culture of Denmark, that Carlsberg has created over its century long activity in Copenhagen. The area surrounding the plot as a whole slopes from west to east along Ny Carlsberg Vej - the plot as such is situated on a plateau, from which there is a drop of about the scale of one storey to the east, where area #4 terminates. The Ny Carlsberg Vej drops about 1 meter from west to east vis-avis the plateau itself. This drop needs to be accommodated in building and/or landscaping around the building.

Carlsberg, overview from masterplan proposal, Entasis

Carlsberg, The Elephant Portal, rendering, Entasis

Carlsberg, overview of area

DIS Architecture + Design Fall 2013

Assignment 3: The Sacrifice of Space

ReadingsDavid Chipperfield, Introduction, in Common Ground - a critical reader/ Venice Biennale of Architecture 2012David Leatherbarrow: The Sacrifice of Space, in Common Ground - a critical reader/ Venice Biennale of Architecture 2012Jan Gehl, Ch. 2 Senses and scale + The city at eye level: 12 quality criteria + The city at eye level: designing the ground floor, in Cities for People, Washington 2010

Program RequirementsThe sizes of the spaces are listed with approximate size, since they can vary according to the specific layout. Think of them as a guiding principles, not as set in stone. The overall building should not exceed a maximum height of about 20 meters.

Foyer 100 m2Include restrooms and lockers (adjacent to foyer)

Sponsorship Flagstore Space 1200 m2Subdivided into zones for brand retail (sports- and music paraphernalia) and brand experience (various media- and screen-based showcasing of sponsored activities). Part of the assignment is to develop an understanding of the relation between branding and architecture in a specific commission and to develop a ‘spatial brand spectacle’.Delivery and storage 200 m2

Bar 150 m2 Include kitchen and restrooms (adjacent to café) 50 m2

Administration 100 m2

Total (approximate) 1800 m2 Additional program on the site Public space, paths, terraces and the ‘sacrifice of space’ exchange between outside and inside. More on this as studio progressess.

ProcessAssignment 3 is subdivided into two phases referred to as: concept development and architectural development. Throughout the project, working with analytical diagrams, sketch models and 3D representations will be emphasized. Please observe that there will be no on-screen/laptop reviews. All things you want to/need to discuss must be based on print-outs created before studio. Consideration of the following should be included in the studies:

Space: Detail:• Thematic reflections • Tectonics• Architectural idea • Facade• Programmatic and spatial organization • Materials and surfaces• Structural principles • Daylight and artificial light• Composition and scale• Circulation

Final Presentation Requirements:Context map 1:2000Architectural ideaInspirational material and reference photosDiagrams in various scalesSite plan 1:500Floor plans 1:100Sections and elevations 1:100Model 1:1003D representations, interior and exterior

Skirkanich Hall, Philadelphia, USA, by Tod Williams Billie Tsien Architects, 2006

Palazzo Chiericati, Vicenza, Italy, by Andrea Palladio, 1550

Palazzo Chiericati, Vicenza, Italy, by Andrea Palladio, 1550

DIS Architecture + Design Fall 2013

Assignment 3: The Sacrifice of Space

Lisson Gallery, London, UK by Tony Fretton Architects, 1986/1992

Museum of Modern Literature, Marbach, Germanyby David Chipperfield, 2006

Presentation FormatFinal drawings are to be presented on a DIS board, 120 cm x 120 cm. A name tag, provided by the AD office, must be placed along the top edge of the board for the submission to be counted as on time. All materials are due on Dec 11 at 22:00. A digital presentation is acceptable if material is uploaded to the server by submission deadline. If presenting digitally, the student must at least provide b/w prints of the scheme on board; projector requests must be made in the AD-office one week prior to the submission deadline.

Submission of AssignmentsAll presentation material must be supplemented with a digital submission of the presentation boards including photos of physical models. This requirement is necessary for grading and archival purposes for DIS, as well as documentation you will need for your own portfolio. Digital submission of this material must be uploaded to Blackboard before the final project deadline (typically 10:00 pm the night before presentations).

PlottingTo avoid plotter backup and breakdowns, we offer to plot your boards for you (anything larger than A3). If you would like the AD staff to plot your board, please submit it to AD Documents by 09:00 the day before the first day of presentations!Submit to the folder: AD_Documents>To_AD_Department>FA11>Asn1_Plot_Submissions>AD_Documents can be accessed in the following computer labs:V10-B35F24-406

File SizeNo file over 10 megabytes will be plotted! Files MUST be in PDF format! Please be aware that the maximum plot size 105cm x 150cm. Make sure your file size fits within these dimensions! Keep in mind the boards we provide for pin-up are 120cm x 120cm.

File Naming for SubmissionAll files submitted to DIS Forum or AD_Documents MUST follow the AD file naming system: Lastname_Firstname_COURSE_Content_SEMESTERex.Brugmann_Dustin_AD_Asn2_FA11Johnson_Matt_IA_Asn2_FA11

Plotting on your ownYou are welcomg to plot on your own anytime before the 09:00 deadline. If you miss the 09:00 deadline or if you choose to plot on your own, please be patient and wait for the submitted plots to finish printing before you begin.

EvaluationEvaluation is based on daily work in studio (process) 40% and final presentation (completion of assignment goals including: concept, context, function, completeness and presentation) 60%.

Overall Schedule

Tu Oct 8 13.15-17.00 Intro Assignment 3

Tu/Fr Oct 11, 15, 18, 29 & Nov 1, 5 13.15-17.00 Studio

Fr Nov 8 13.15-17.00 Gallery Crit

Tu/Fr Nov 19, 22, 26, 29 13.15-17.00 Studio

Mo Dec 2 09.00 Plot submissions

22.00 Project due

Tu Dec 3 9.15-17.00 Final Presentation

We Dec 4 9.15-17.00 Final Presentation

Alice Tully Hall, New York, USA by Diller Scofidio + Renfro, 2009