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Where's The Party? By Carlsberg

In 2010, we were asked by our friends at Perfect Noise / A Skillfulld Crowd to develop a stage design and a technical solution for a brand activation for Carlsberg at Kallis in Visby during Stockholm Week. The activation was an EDM concert and a touring nightclub concept that went under the name Where's The Party? by Carlsberg and it was the second year in a row that the event was organized.

Our first delivery to WTP at Kallis was a success and after that we were entrusted to continue delivering design concepts and technical solutions for all future Where's The Party? activations. Between 2010 and 2015, we delivered over 20 different designs and solutions to WTP events all over Sweden. We continued to develop the concept and design at Kallis, which was a permanent stop every summer, but we also delivered solutions to Nordic Light Hotel, Högfjällshotellet Högis in Sälen, Trädgår'n in Gothenburg, Clarion Post in Gothenburg, Frihamnshallen / Magasin9 in Stockholm and in a massive 4000 sq m tent at the Maritime Museum.

In 2015, they decided to close the Where's the Party? concept after more than 20 sold-out events and activations. At that time, we had together set a new standard for EDM concerts and events in Sweden and many still remember WTP as something groundbreaking in its genre. Over the years, they booked a bunch of world-famous DJs and artists, and to name a few, Axwell, Alesso, Dada Life, Madeon and Nause have been on a Where's The Party? stage.

Our solutions included sound, lighting and visual technology, custom-built scenographies and DJ booths, VIP areas and stands, and a lot of Carlsberg branding!
Photos from the event
Axwell live in front of LED wall at Where's The Party? by Carlsberg, Maritime Museum Stockholm Carlsberg clover inflatables as decor in tent ceiling, Where's The Party? Maritime Museum Large LED wall covering entire short end of tent rigged from layher structure, WTP Maritime Museum Fire and pyrotechnics on stage during Axwell set, Where's The Party? Maritime Museum Laser show as part of lighting design, Where's The Party? by Carlsberg Maritime Museum Axwell live on stage in front of 30 m LED wall and LED-panel DJ booth, WTP Stockholm Main bar in tent with VIP tiered seating and private bar above, WTP by Carlsberg Maritime Museum F.O.H. during construction of WTP at the Maritime Museum Stockholm Construction of WTP in 100×40 m tent at Maritime Museum Stockholm View of stage from VIP tiered seating, Where's The Party? by Carlsberg Maritime Museum Where's The Party? by Carlsberg at Kallis during Stockholm Week, 2013 Dada Life performing live on stage, Where's The Party? Kallis Visby 2013 CO2 jets on stage, Where's The Party? Kallis Visby 2013 WTP stage built in front of existing stage at Kallis, Where's The Party? Gotland View towards the sea from Kallis beach club, Visby Gotland EDGE carpenters building stage for Where's The Party? at Kallis 2013 Truss structure as rigging for technology and scenography at Kallis, Where's The Party? 2013 Robot dancer at Where's The Party? Frihamnshallen Magasin 9 Stockholm 2011 Axwell live on stage with LED wall and DJ booth, WTP Frihamnshallen Magasin 9 2011 Crowd at sold-out WTP 2011, Frihamnshallen Magasin 9 Stockholm Laser show from Laserimage at WTP 2011, Frihamnshallen Magasin 9 Stockholm Lighting designer Erik Orrbo testing light rig and LED screens during WTP 2011 build, Frihamnshallen

Our delivery

To this project we delivered:
SoundThe sound department supplied PA systems, DJ equipment and technical staff for all WTP events. Often a sound system from Funktion One was used with Resolution 5 top speakers and 21-inch F221 subwoofer.
Visit our sound department
LightThe lighting department delivered moving light rigs for all WTP events. They also developed various types of lighting branding, such as large inflatable logos that were hung from the ceiling above the audience.
Visit our light department
VideoThe Video department delivered LED screens and media servers to several of the Where's The Party events.
Visit our video department
DecorThe decor department built the stage decks, made the carpets and certificates, and furnished all the VIP stands and lounges with sofas and bars in the Carlsberg style.
Visit our decor department
CarpentryThe carpentry department assisted the decoration department and built all the special elements and sets for the various scenes.
Visit our carpentry department
PrintThe print department developed Carlsberg branding with foils and cut-out logos in wood and Styrofoam.
Visit our print department
Project ManagementPrior to delivery and once on site, the delivery and construction were coordinated by our project manager Mikael Jonasson.
Visit our project management department

More Photos

Axwell live in front of LED wall at Where's The Party? by Carlsberg, Maritime Museum Stockholm
WTP at the Maritime Museum – a 40 m wide and 100 m long tent with an LED wall filling the entire short end.
Carlsberg clover inflatables as decor in tent ceiling, Where's The Party? Maritime Museum
As part of the Carlsberg branding, we produced inflatable Carlsberg clovers hung over the audience across the entire tent ceiling.
Large LED wall covering entire short end of tent rigged from layher structure, WTP Maritime Museum
LED wall covering the entire short end of the tent, rigged from a layher structure.
Fire and pyrotechnics on stage during Axwell set, Where's The Party? Maritime Museum
Fire and pyrotechnics on stage during Axwell's set at Where's The Party?
Laser show as part of lighting design, Where's The Party? by Carlsberg Maritime Museum
Laser as part of the lighting design.
Axwell live on stage in front of 30 m LED wall and LED-panel DJ booth, WTP Stockholm
Axwell on stage in front of a 30 m LED wall, in a DJ booth built from LED panels.
Main bar in tent with VIP tiered seating and private bar above, WTP by Carlsberg Maritime Museum
The main bar in the tent with a large VIP tiered seating area and private bar above.
F.O.H. during construction of WTP at the Maritime Museum Stockholm
F.O.H. during the construction of WTP at the Maritime Museum.
Construction of WTP in 100×40 m tent at Maritime Museum Stockholm
Construction of WTP in a tent measuring 100×40 m.
View of stage from VIP tiered seating, Where's The Party? by Carlsberg Maritime Museum
The view of the stage from the VIP tiered seating.
Where's The Party? by Carlsberg at Kallis during Stockholm Week, 2013
For five years in a row, Where's The Party? visited Kallis during Stockholm Week. This solution is from 2013.
Dada Life performing live on stage, Where's The Party? Kallis Visby 2013
WTP at Kallis / Kallbadhuset in Visby 2013 with Dada Life on stage.
CO2 jets on stage, Where's The Party? Kallis Visby 2013
WTP 2013 at Kallis with CO2 jets.
WTP stage built in front of existing stage at Kallis, Where's The Party? Gotland
The Where's The Party? stage was built in front of the existing stage at Kallis.
View towards the sea from Kallis beach club, Visby Gotland
The view towards the sea from Kallis – probably the northernmost beach club in Europe.
EDGE carpenters building stage for Where's The Party? at Kallis 2013
Construction of Where's The Party? at Kallis in 2013.
Truss structure as rigging for technology and scenography at Kallis, Where's The Party? 2013
A truss structure was built in front of the house stage as rigging for technology and scenography.
Robot dancer at Where's The Party? Frihamnshallen Magasin 9 Stockholm 2011
Where's The Party? at Frihamnshallen 2011.
Axwell live on stage with LED wall and DJ booth, WTP Frihamnshallen Magasin 9 2011
Axwell on stage during WTP 2011 at Frihamnshallen / Magasin 9.
Crowd at sold-out WTP 2011, Frihamnshallen Magasin 9 Stockholm
The crowd at a sold-out WTP 2011.
Laser show from Laserimage at WTP 2011, Frihamnshallen Magasin 9 Stockholm
Laser from Laserimage at WTP 2011 at Frihamnshallen.
Lighting designer Erik Orrbo testing light rig and LED screens during WTP 2011 build, Frihamnshallen
Testing the light rig and LED screens during the construction of WTP 2011.

About Edge

EDGE Design & Technology

EDGE Design & Technology is a full-service supplier of design and technology for meetings, events and expos. Each year, we design, project manage and deliver over 300 events and activations, both digital and physical. Since our start, we have created thousands of environments and stages for all types of meetings and events.

Our business concept is to offer advanced technical solutions together with design and scenography services. As a customer, you get one point of contact and we coordinate the entire delivery, from idea to implementation.

Edge was founded in 2012, and today we're one of Sweden's largest production suppliers of design and technology for the events industry. We have 40 fulltime employees and a large network of freelance specialists who we contract to work on relevant projects, when needed.

We are often hired to design and deliver solutions for corporate events, executive meetings, trade fair stands, anniversaries, hybrid events and brand activations at events and festivals.
Learn more about EDGE