Carlsberg sent six strangers with no prior construction experience, to a hidden slate quarry in Cornwall, where they built the world’s first waterfall-powered pub and were introduced to the Danish way of living.
‘Build the Danish Way’ was designed to give Carlsberg’s UK audience the ideal introduction the Danish values of simplicity, directness, and open communication. By whisking them away from everyday life, taking away their smartphones and devices, and challenging them to build not just a pub but also a friendship, the experience made them question their work-life balance and reassess their relationship with technology.
The team’s progress was captured in a content series which launched across Carlsberg’s UK social channels.
Built over five days, the Carlsberg Cabin sits at the head of a waterfall that powers its lights and the Carlsberg Expørt DraughtMaster beer pump via a turbine.
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.