Most of us love a cold refreshing pint down the pub of an evening. From east end boozers to A-road behemoths, we’ve all got our locals, our regulars, our haunts, the pubs that pop up in our dreams. Now imagine that pub was nestled off-grid in a Cornish forest, powered by a waterfall. Amazing, right?
Advertising agency Fold7, in collaboration with Hyperactive and Carlsberg, have come together on the project, Build the Danish Way. This “unique social experiment meets innovative design challenge” unified six young people with no prior construction experience. In just five days, they built a pub.
“It’s every person’s dream to build a pub”, says Andrew Casher, founder of Hyperactive. “This project allowed us to indulge our fantasies at an inspirational location, with the most innovative and progressive architects in New British Design”.
The project gave the participants a taste of the Danish way of life — simplicity, directness and open communication. Encouraged to build friendships without the help of social media, the team were whisked away from the modern world. They slept in tree pods and suspended tents, chatting around a campfire.
Nestled in a hidden slate quarry in Cornwall, “the Carlsberg Cabin” is powered by a nearby waterfall. The pub can house six occupants, allowing them to “escape the busyness of daily life”, explains Liam Newton, vice president of marketing, Carlsberg. “We wanted to provide friends with space for quality conversation, a breathtaking view and a crisp, cold pint of Carlsberg Export”.
The building itself is a “modular design comprising of sustainable larch wood which blends traditional Danish design cues with those of the classic British pub”. Part of it is exposed to the elements, allowing it to be a genuinely outdoor-immersive experience. You can breathe in the fresh air, the rich smell of moss and the spray of the waterfall. The units were designed by architect Ben Huggins of New British Design. Hyperactive orchestrated this collaboration and sourced the build location with site partner Kudhva, where the cabin is based.
The pub is now available to book on Airbnb.
- Ioanna Sakellaraki explores Greece’s last professional mourners and their rituals around death
- Catalog Press is questioning what a book can be (and maybe it's made of cheese)
- Floriane Rousselot's digital platform Typelab supports and champions the work of young designers
- Photographer Theo Cottle tries to “keep an element of truth” in everything he shoots
- “Stay simple and playful”: Arnaud Aubry talks to us about making his fun and charming work
- Théophile Bartz on his fantastically hypnotic illustrations
- Led By Donkeys is crowdfunding £50,000 for “honest” No Deal Brexit ad campaign
- Taschen’s recent release celebrates “the greatest cat photographer of the 20th Century”
- Introducing the It’s Nice That Graduates of 2019!
- Suzy Chan’s portfolio boasts original graphic design, animation, typography and so much more
- Stefanie Tam’s graphic design grounds conceptual thinking in compelling visuals
- The Advertising Standards Authority has banned its first ads for “harmful” gender stereotyping