© Eleonora Costi_Copenhagenmediacenter

Bricks & Business in Copenhagen

© Copenhagenmediacenter

The Danish Way of doing Business


This event was tailored for attendees to learn about the Danish way of doing business, seeking inspiration from iconic and historic Danish business institutions such as LEGO and Carlsberg, but also looking into the New Nordic business industry evolving out of Danish Fin Tech Lab.

From beer tasting at Carlsberg to a Danish Design Tour at Georg Jensen, both the attendees and their spouses also enjoyed learning more about Wonderful Copenhagen through the history of the big Danish company founders.


The program included a dinner at the Danish Opera House – the perfect place to meet and learn about one of the most important Danish Companies, A.P. Møller; the Opera House was given as a gift to the Danish people by A.P. Møller’s foundations. At the Opera House there was a costume exhibition, a small concert performed by a pianist and two tenors as well as classical guitar performances during the night.

A full day was spent at Carlsberg, learning from the company’s inspiring history and also getting the opportunity to see and taste the beer – ‘Probably the best in the world…’

The Australian ambassador was invited to host a private lunch at Christiansborg Palace, where the Danish Parliament sits. A private entrance with official guards was approved by the government and added to the spectacle. Guest appearances in which speeches were made by top management of some of the best-known Danish brands such as LEGO®, Carlsberg and FinTech Lab – all giving their take on the Danish way of doing business.

The attendees also had time to play with LEGO® in order to learn more about their own business. A special Lego Serious Play® workshop was held, giving the attendees the opportunity to address and work on their own business challenges.

For the gala dinner First United created a Renaissance theme in the Kronborg Castle, of Hamlet fame, with actors performing scenes from the Shakespeare’s play, live during the event. A careful selection of the catering for the gala dinner was necessary to make sure it reflected this historical time period.

‘New Nordic’ cuisine and Danish ‘Hygge’ were also part of the official program – and included visits to Tivoli Gardens, food tours with Danish Smørrebrød and kayaking in the harbour. Furthermore, a surprise grilled dinner activity was held in which the participants prepared their dinner together and experienced the renowned ‘Hygge’ concept. Invitations to the dinner event were attached to grill tongs and delivered to the guests’ rooms as a fun hint to the evening’s activity.

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79 people attended the 8 days/7 nights program in Copenhagen which included 6 educational days and 4 partner tours. Every day First United had organized a morning educational session for the company leaders while the spouses relaxed and explored Copenhagen on the accompanying tours. First United took care of all lunches, dinners and themed dinners during the event. All transportation, meet & greet services, guides and on-site management was provided and supervised by First United.

The preparations included 2 site inspections covering various venue, dinner and hotel options, along with meetings with representatives from the different Danish Businesses.


First United is proud of the client’s feedback: “This year we scored 91% in valuable learning points on the feedback report. The social functions were very well received as well as the partner program.  Attendees were delighted with the quality (and quantity!) of the food and beverage and loved the city of Copenhagen. Thank you for the lengths you went to, to ensure everyone had a very memorable experience in Copenhagen. Our client organizes this event annually and First United scored, in Copenhagen 2017, twice as many points as the previous highest destination.”