The document outlines an architectural design assignment for a new building to house a Carlsberg sponsorship flagstore. The building must contribute to common ground and sacrifice private space for public use. It will be located on the former Carlsberg brewery site, which is being redeveloped into a new neighborhood. The 1,800 square meter building must showcase Carlsberg's global sponsorship activities through media and retail spaces, while adhering to the site's redevelopment goals. The assignment requires consideration of themes like branding, spatial organization, structure, and the relationship between inside and outside spaces.

1. The Sacrifice of Space
Carlsberg Sponsorship Flagstore at Carlsberg
Assignment 3
Faculty: 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

2. 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 Commission
The 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 Site
The 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 Plot
Carlsberg 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

3. DIS Architecture + Design Fall 2013
Assignment 3: The Sacrifice of Space
Readings
David Chipperfield, Introduction, in Common Ground - a critical reader/ Venice
Biennale of Architecture 2012
David Leatherbarrow: The Sacrifice of Space, in Common Ground - a critical reader/
Venice Biennale of Architecture 2012
Jan 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 Requirements
The 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 m2
Include restrooms and lockers (adjacent to foyer)
Sponsorship Flagstore Space 1200 m2
Subdivided 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.
Process
Assignment 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 1:2000
Architectural idea
Inspirational material and reference photos
Diagrams in various scales
Site plan 1:500
Floor plans 1:100
Sections and elevations 1:100
Model 1:100
3D 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

4. 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, Germany
by David Chipperfield, 2006
Presentation Format
Final 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 Assignments
All 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).
Plotting
To 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-B35
F24-406
File Size
No 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 Submission
All files submitted to DIS Forum or AD_Documents MUST follow the AD file naming
system: Lastname_Firstname_COURSE_Content_SEMESTER
ex.
Brugmann_Dustin_AD_Asn2_FA11
Johnson_Matt_IA_Asn2_FA11
Plotting on your own
You 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.
Evaluation
Evaluation 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