DIGITAL MEMORIES
CARLSBERG x AKQA
A cloud-connected experience for the Home of Carlsberg museum, letting visitors retrieve personalised media from their visit — photos, AR booth captures, and game results — via a secure code-based portal. Eduardo led the technical direction and architecture, and built the backend integration bridging the museum's on-premise RFID system with a cloud asset pipeline. Part of a digital transformation that lifted first-party guest data capture from under 2% to nearly 40%.
OVERVIEW _
Visitors to the Home of Carlsberg wear RFID wristbands throughout the museum, which passively capture their interactions with on-site installations: augmented reality photo booths, a beer creation game, and the Bottle Collection kiosks. After their visit, they access a secure portal — via a code linked to their wristband — to retrieve everything generated during their time there.
The technical challenge was bridging two distinct environments: an on-premise museum system managing wristband sessions, and a cloud platform delivering personalised media at scale. Eduardo led the architecture of that integration — using Firebase for session data and metadata, Cloudinary for asset storage and transformation, and embedding the retrieval experience within the Carlsberg Headless Platform while keeping it fully decoupled from the museum's physical hardware.
The Digital Memories system was a core component of the Home of Carlsberg's broader digital transformation, which opened in December 2023 and became a benchmark for museum digital experience — covered in The Guardian, Le Monde, and listed in Timeout's 24 best things to do in the world in 2024.
IMPACT _
6.4% → 60%
Online Ticket Sales
1.71% → 4.3%
Online Ticket Conversion
1.98% → 39.4%
First-party guest data capture
4.2 → 4.7
Google Business Profile rating
28.72%
visit the digital universe
88
Net Promoter Score
RECOGNITION _
Danish Digital Award — Nominated, Best in Digital Business Transformation
Media Coverage: The Guardian, Le Monde, Corriere della Sera, Timeout (24 best things to do in the world in 2024)
TECHNOLOGY _
React / Next.js / Node.js, Umbraco (Carlsberg Headless Platform), Firebase (Firestore, Cloud Functions), Cloudinary, Unity (kiosk installations), RFID / NFC (wristband system), QR codes, REST APIs
RELATED _
Bottle Collection
Searchable digital catalogue of 22,692 museum bottles — touchscreen kiosks and website, integrated with RFID visitor journey.
Interactive Tray
Physical retail tray identifying products via RFID — rich product info surfaces on an integrated tablet in real time. Piloted across 4 markets.
Furniture Configurator
NFC-tagged physical material samples drive real-time 3D furniture rendering on in-store display — self-contained, no cloud dependency.