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The Danish Quarter

After the successful launch of The DQ last year, powerhouse client LIVE NATION and super-brand CARLSBERG EXPORT activated for a second year, and it was bigger and better than ever. This now extremely popular activation landed at three major festivals; LATITUDE, RIZE & READING FESTIVAL.

 It’s design inspirations were directly from the achingly stylish lifestyle art of ‘DANISH HYGGE’. Using beautiful sustainable larch set against stunning copper bar tops and features, architectural lighting and phytography branding; the meaning of Danish Hygge which literally translates as ‘creating a warm atmosphere and enjoying the good things in life with good people’ was brought to life, all in the muddy fields of festival sites.

The site housed a central 24mx9m clearspan marquee, flanked by a further 2, 9mx9m clearspan marquees. The starkness of a marquee was tamed with a full larch woodwork fascia to all key areas. The clear roofing let in the outside festival atmosphere; internal areas were divided by feature wooden walling with copper or phytography branding.

Within the DQ there was an effortless balance between open areas for the hot summer days and detachable shade or rain cover. The stage and DJ booth were a huge people puller to the site, fabulously programmed acoustic sets and all-night DJ’s drew a big crowd. At times so good, that the queue had to close due to sheer numbers. Reinforced seating was specifically designed for the unforgiving festival impact come what may – Sit, drink and relax by day, and dance on with full vigor by night.

The main design feature of the site was a fully bespoke 18m bar complete with a hand rolled copper bar top intended to look amazing, but more importantly serve pints quickly.

 The external bespoke pergola areas were key to the sites balance of use, also with detachable roofing panels, these to ensure every meter of the site plan was fully utilized. This summer was gloriously hot, but it may not have been, so having the option in the build days (3 in total) to have pergola roof panels on or off depending on the weather report for the week, was a luxury choice by design for the client and the brand.

Take a look at more images of each FESTIVAL SITE here




‘Festival-goers were given a very Danish treat,
as our Hygge headquarters returned.
We at Carlsberg brought the taste of Copenhagen to festivals, so revellers could soak up the Hygge vibes and truly embrace their inner Dane. All with an ice-cold beer in hand. Which we think, must be what heaven looks like..’
— Carlsberg Export