International Competition for Urban Development in Fredericia

FREDERICIA, Denmark, May 17, 2010 - A large-scale urban development project in the Danish town of Fredericia
now takes off with an international competition for interdisciplinary teams.
The competition is a key step in the development of an entirely new, dynamic
and sustainable district in the heart of the fortress town.

For the past 100 years, the area between Fredericia's historical town
centre and the Little Belt has been occupied by heavy industries, but the
relocation of industrial companies has paved the way for returning the area
to the citizens of Fredericia and opening the old fortress town towards the
sea. This is to be achieved by transforming the area into a new attractive
urban area with housing, non-residential buildings and cultural facilities
- a town for everyone.

This being the case, FredericiaC - a partnership between the Local
Authority of Fredericia and Realdania Urban Development - now sends out its
invitation for prequalification for a parallel competition. The aim of the
competition is an overall development plan outlining a concept for the area
and describing how to realise the ambitious project vision in a process
focusing on, for instance, urban life and the spaces where urban life is to
thrive.

To ensure the optimum competences, FredericiaC requires applicants to be
interdisciplinary. Up to seven teams will prequalify, but the field will be
reduced next winter and the remaining teams will continue to phase 2 of the
competition. The competition is scheduled for completion in the spring of
2011.

Leading example

"FredericiaC is an ambitious project that will set new standards for
urban development, so it's with good reason that the competition is
advertised in both Denmark and abroad. FredericiaC is a pioneering project
where Fredericia can help define future demands for living, staying and
working in a town," says Thomas Banke, Mayor of Fredericia.

The FredericiaC project forms part of the Local Authority of Fredericia's
endeavours to change the town profile of a town characterised by heavy
industries close to its centre to one of a modern non-residential and
residential structure.

"In Fredericia, we've long had a strategy for how to play an active role
in the urban belt in eastern Jutland and in the Triangle Area, and, in this
respect, FredericiaC is one of the key elements in our strategy," says Mads
Lund, Deputy Mayor.

"Fredericia is an exceptional town and the competition area is unique due
to its location between the old fortress town and the sea. Care in planning
and an open and committed dialogue with citizens and stakeholders about
development are called for. That's why we've chosen a form of competition
that ensures both thoroughness and dialogue in the task," says Lars Holten,
chairman of the Board of Directors of FredericiaC.

Citizens and stakeholders

The direct dialogue with citizens and stakeholders is an important
element in the competition for a development plan. For example, open, public
meetings and dialogue meetings with stakeholders will be organised while the
proposals submitted by the competing teams will be on display for the public
and be available on FredericiaC's website.

Already in 2009, the citizens of Fredericia were involved in urban
development when they were asked what temporary facilities and activities
they wanted in the former industrial area, and several of the proposals are
now a reality. This may give the competing teams some ideas when they focus
on creating a favourable environment for urban life in their urban
development proposals.

Realdania Urban Development stands behind FredericiaC together with the
Local Authority of Fredericia and points out that the project holds out
prospects that may be of significance to urban development elsewhere in
Denmark.

"FredericiaC will serve as an example of how to achieve sustainable urban
development - and how a modern urban area can interact with historical
cultural heritage - and focus will be on environmental management. These are
all key challenges for which the teams are to help find sound solutions,"
says Mette Lis Andersen, CEO of Realdania Urban Development.

The next steps

When the competition ends in the spring of 2011, the next steps will be
to finalise the development plan and make sure the local zoning for the town
district is in place. Furthermore, site development needs to take place
before roads, green areas, etc., can be established and the building sites
sold to investors who will realise the plans to build homes, create jobs and
establish cultural facilities, etc. The total project is estimated to run for
20-25 years.

Additional information is available at www.FredericiaC.dk.

FACTS:

An area totalling some 20 hectares

The area plot ratio is set to be 120:

50% of housing

40% of non-residential buildings - of which up to 15,000 square metres of
retail trade

10% of cultural facilities

Established by the Local Authority of Fredericia and Realdania Urban
Development, the partnership FredericiaC P/S stands behind the development.

Vision for FredericiaC:

The parties have in concert formulated the following vision for urban
development:

    - History, modern urban construction and architecture meet and
      lead to innovative thinking
    - Urban and life quality and development potential go hand in hand
    - Town citizens and players take active part in urban development
    - Fredericia will be one of several catalysts for developing the
      Triangle Area
    - Sustainability in economic, environmental, social and health
      aspects form part of planning and solutions

Competition for a development plan

The competition is in the form of a two-phased parallel competition, the
aim being to draw up a development plan for the area. FredericiaC invites
interdisciplinary teams, which can apply for prequalification until 14 June
2010. The actual competition runs in the winter of 2010-2011. Up to seven
teams can prequalify, but the number will be reduced in phase 2 of the
competition.

Contact: Jesper Kjaergard, Project Manager, FredericiaC: jkj at fredericiac.dk, tel.: +45-3057-8277, Lars Holten, chairman of the Board of Directors, FredericiaC: lars.holten at carlsberg.com, tel.: +45-4050-6274