Danish brewer Carlsberg has appointed a team lead by US-based architects Ralph Appelbaum Associates (RAA) to design a new themed visitor attraction in the centre of Copenhagen.

RAA was appointed after beating four other finalists in a design competition that Carlsberg first launched in 2011. In total, the competition attracted more than 64 entries.

The winning team also includes Danish firm PLH Architects, UK-based designers Arup and the Visitor Attraction Company - a UK consultancy whose previous projects include Ferrari Theme Park in Abu Dhabi.

RAA's winning design, called The Carlsberg Brewhouse, is based on a playhouse concept where "Carlsberg Players" guide and perform for visitors. The visitor centre is divided into two zones - "Welcome" and "The Challenge".

Welcome includes the entrance area, a Carlsberg Time Machine video show, a grand foyer, café and brand store. The Challenge features themed "houses" on music, art, sport, science and adventure.

There is also a rooftop restaurant and bar called Valby, while the The Elephant Gate area below ground floor will be an entertainment and beer tasting area featuring the Club Carlsberg comedy club.

RAA's concept is targeted towards Millennials (or Generation Y), the age group of 'multitasking consumers' who are connected, online and on the move - and who Carlsberg hopes will become the next generation of loyal customers.

A spokesperson said: "Carlsberg Brewhouse will be a "funhouse" with themed houses featuring games and activities based on giving back and where allusions to the brewing process set the agenda for celebrating.

"The experience is about performance, entertainment and involvement."

Carlsberg is hoping to attract more than 400,000 visitors to the centre each year.