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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 at Wheres' the party WTP by Carlsberg at the Maritime Museum House concert in a tent at the Technical Museum Large LED wall in concert tent Pyro at concert in tent Where's the party by Carlsberg Axwell live at WTP in Stockholm Where's the Party Carlsberg event FOH mixing station at a concert Custom logo inflates as decoration light VIP stands at Carlsberg WTP house concert Where's the party by Carlsberg event at Kallis week 29 Stockholm Week Dada life at Kallis week 29 Stockholm Week Dada life at Kallis week 29 Stockholm Week Where's the Party by Carlsberg at Kallis week 29 Stockholm Week Kallis beach club visby gotland sweden EDGE carpenter builds stage at Kallis EDGE delivers technology and stage to Kallis on Gotland Robot dancer at Wheres the party concert at Magasin 9 Frihamnshallen Axwell live at the Wheres the party concert at magasin 9 frihamnshallen Where's the party event at magasin 9 frihamnshallen Laser at Where's the party event at magasin 9 frihamnshallen Lighting manager Erik Orrbo tests the technology at the Where's the party event at Magasin 9 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 at Wheres' the party WTP by Carlsberg at the Maritime Museum
Where's the Party at the Maritime Museum. For this event, a tent measuring 40m wide and 100m long was used. Our solution included an LED wall that filled the entire short side of the tent.
House concert in a tent at the Technical Museum
As part of the Carlsberg branding, we made Carlsberg clovers that were inflated and hung over the audience throughout the tent ceiling.
Large LED wall in concert tent
LED wall on the entire short side of the tent that was rigged from a layer stand.
Pyro at concert in tent
Fire and pyrotechnics on stage when Axwell plays at Where's the Party?
Where's the party by Carlsberg
Laser as part of the lighting design.
Axwell live at WTP in Stockholm
Axwell on stage in front of a 30m wide LED wall and in a DJ booth built from LED panels.
Where's the Party Carlsberg event
The main bar in the tent with a large VIP doctor with its own bar above.
FOH mixing station at a concert
FOH / Mixing area during the construction of WTP at the Maritime Museum.
Custom logo inflates as decoration light
Construction of WTP in a tent measuring 100x40m
VIP stands at Carlsberg WTP house concert
The view of the stage from the VIP stand.
Where's the party by Carlsberg event at Kallis week 29 Stockholm Week
For five years in a row, Where's The Party? visited Kallis during Stockholm Week. This solution is from 2013.
Dada life at Kallis week 29 Stockholm Week
WTP at Kallis / Kallbadhuset in Visby 2013 with Dada Life on stage.
Dada life at Kallis week 29 Stockholm Week
WTP 2013 at Kallis with CO2 Jets.
Where's the Party by Carlsberg at Kallis week 29 Stockholm Week
The Where's The Party? stage was built in front of the existing stage at Kallis.
Kallis beach club visby gotland sweden
The view towards the sea from Kallis. Probably the northernmost beach club in Europe.
EDGE carpenter builds stage at Kallis
Construction of Where's The Party? at Kallis in 2013.
EDGE delivers technology and stage to Kallis on Gotland
In front of the house's stage, a wire cage was built as rigging for technology and scenography.
Robot dancer at Wheres the party concert at Magasin 9 Frihamnshallen
Where's The Party? at Frihamshallen 2011.
Axwell live at the Wheres the party concert at magasin 9 frihamnshallen
Axwell on stage during WTP 2011 at Frihamnshallen / Magasin 9.
Where's the party event at magasin 9 frihamnshallen
Picture from the crowd at a sold-out WTP 2011.
Laser at Where's the party event at magasin 9 frihamnshallen
Laser from Laserimage at WTP 2011 at Frihamnshallen.
Lighting manager Erik Orrbo tests the technology at the Where's the party event at Magasin 9 Frihamnshallen
Testing of 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