Experimentarium

What Experimentarium does

Experimentarium is a Danish non-profit science center (organized as an erhvervsdrivende fond, CVR 10455537) founded in 1991 and headquartered in Hellerup, in the Copenhagen area. It operates a 26,850 m2 facility — designed by CEBRA and housed in the repurposed Tuborg bottling halls — featuring 17 interactive exhibition universes covering natural science and technology, a 1,000 m2 toddler play universe (Miniverset), a 350 m2 bubble zone (Bobleriet), and a 1,850 m2 interactive roof terrace. Core products are developed in-house and include world-first assets such as Den Interaktive Biograf, a motion-sensor interactive cinema co-developed with Canada's Science North. The center serves four principal segments: families with children, Danish schools and daycare institutions, corporate B2B clients, and domestic/international tourists.

The business model combines consumer gate revenue (single-entry tickets sold online at a 10% discount or at the door, plus annual passes exceeding 10,000 in the first two months of the new facility), B2B venue rental of 1,400+ m2 of meeting and conference space, school and institution subscription/group bookings, an on-site webshop, and food and beverage via the SMASK restaurant operated by Madkastellet. Distribution is multi-channel: a direct e-commerce storefront (shop.experimentarium.dk), school booking systems, B2B sales, and membership in Top Attraktioner and the VPAC network. Marketing blends content marketing (science notes, quizzes, home experiments), a bi-weekly email newsletter segmented across consumer/teacher/B2B, an active social presence (Facebook, Instagram, LinkedIn, TikTok, YouTube, TripAdvisor), and seasonal event-driven activations such as the Sæbeboblefestival.

Operationally, Experimentarium is backed by a consortium of leading Danish foundations and corporates — A.P. Møller, Novo Nordisk Fonden, Villum Fonden, Augustinus Fonden, TrygFonden, Nordea-fonden, Ørsted and others — which collectively funded the DKK ~880 million 2017 rebuild and continue to underwrite major exhibition launches. The organization employs approximately 200 staff, is led by CEO Kim Gladstone Herlev, holds A2015 energy certification, and was named one of TIME Magazine's World's Greatest Places in 2018. A nationwide expansion strategy is now underway, anchored by the announced Experimentarium Symbiosis in Kalundborg and traveling experiences deployed through partnerships with Norlys, LEGO, Copenhagen Airport, and Danish public libraries.

Name

Experimentarium

Legal name

Experimentarium

Website

https://experimentarium.dk

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

101–250 employees

Short description

Experimentarium is a Danish non-profit science center in Hellerup operating 17+ in-house developed interactive exhibitions across a 26,850 m2 facility. It serves families, schools, corporate clients, and tourists via ticket sales, annual passes, venue rental, and nationwide traveling experiences backed by major Danish foundations.

Ownership category

akta.pro rank

Product category

Science Museum / Science Center

NAICS

Museums, Historical Sites, and Similar Institutions (7121), Museums (71211), Museums (712110)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Science & Technology Museums (THAJADAD)

akta.pro secondary industries

Hands-on Science Exploration & Experiments (Lab Kits, Science Clubs) (EDAMABAA), Science Camps & Field Programs (Nature, Space, Marine, Geology) (EDAMABAB), Children’s Museums (THAJADAE), Museum, Zoo & Attraction Gift Shops (CRALAJAG)

Keywords

• Interactive science exhibits
• Science education center
• STEM learning experiences
• Children's science museum
• Corporate event venues

Headquarters

HQ city

Hellerup

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales, Supply Chain

Revenue model

1. Entrance Tickets and Annual Passes: Visitors purchase individual entrance tickets (with discounted online pre-purchase) or annual passes (årskort). Ticket sales and annual pass subscriptions form the primary consumer revenue stream.
2. Venue and Corporate Event Rental: Experimentarium rents out its conference facilities (over 1,400 m2 of meeting and conference space), party venues, and offers team-building packages to corporate clients. Provides catering packages and exclusive venue access.
3. Webshop Sales: On-site shop and webshop selling science-themed merchandise, toys, books, and experiential products to visitors.
4. Food and Beverage (SMASK Restaurant): The on-site restaurant SMASK, operated by Madkastellet, provides catering and food service, generating revenue from visitor food and beverage purchases.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Experimentarium operates Denmark's national science center, providing hands-on, interactive science exhibits and educational experiences across 17+ themed exhibition universes covering natural science, technology, biology, energy, and the human body. Visitors purchase entrance tickets or annual passes for self-guided exploration, while schools and corporate clients subscribe to or hire venue-based programs. The center combines permanent exhibitions, seasonal festivals, science shows, workshops, and on-site food, retail, and event services under one roof.

Product overview

Experimentarium is Denmark's national science center offering a unified science museum experience across three floors plus a roof terrace. The core offering consists of 17+ interactive exhibition universes covering natural sciences, technology, and human biology. Major permanent exhibitions include Miniverset (toddler science play, ages 1-5), Bobleriet (soap bubble zone, 350 m2), Den Interaktive Biograf (world's first motion-sensing cinema), and themed areas like Havnen (maritime trade), Under Huden (human body), Naturriget (biodiversity), and Sansetunnelen (sensory development). Seasonal events include the Sæbeboblefestival (bubble festival) and Julerød Bageby (gingerbread town). Corporate services encompass meeting facilities (1,400+ m2) and team building. The venue also includes SMASK restaurant and a retail shop. A nationwide expansion is underway including traveling exhibitions, Norlys charging station experiences, and planned Experimentarium Symbiosis in Kalundborg.

Differentiator

Problem solved

Functional benefit

Brands

• Miniverset: Denmark's first scientific play universe for children aged 1-5 years, featuring seven themed areas including The Farm, Hospital, Hideout, Shadow Forest, Mirror Sea, Wind, and Storm Construction.
• Bobleriet
• SMASK

Products and services

• Miniverset
• Bobleriet (The Bubble Zone)
• Den Interaktive Biograf (The Interactive Cinema)
• Cirkus Fysikus
• Havnen (The Harbor)
• Under Huden (Under the Skin)
• Lyslabyrinten (The Light Labyrinth)
• Naturriget – Bliv insekt for en dag (Nature's Kingdom)
• Legedalen – Bliv venner med naturen (Play Valley)
• Stranden (The Beach)
• PULS Torvet (PULS Square)
• Den interaktive tagterrasse (Interactive Roof Terrace)
• Sansetunnelen (The Sensory Tunnel)
• Conference & Meeting Facilities
• Experimentariums webshop
• SMASK Restaurant
• Laboratoriet (The Laboratory)
• Byg en forandring i LEGO (Build Change with LEGO)
• Takeoff til fremtiden? (Takeoff to the Future?)
• Jagten på den gode energi (The Hunt for Good Energy)
• Sæbebobleshow (Bubble Show)
• Sæbeboblefestival (Bubble Festival)
• Julerød Bageby (Gingerbread Town)

Quantifiable outcome

• 98% average guest satisfaction since opening in January 2017
• +5 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• NorlyscoreStrategic or Co-development Partner · 1 October 2024Experimentarium and Norlys jointly developed 'Jagten på den gode energi' (The Hunt for Good Energy), an interactive experience installed at Norlys' electric vehicle charging parks. First location opened in Vordingborg in October 2024, with more locations planned. This partnership marks the start of Experimentarium's strategy to become a nationwide attraction, bringing science experiences outside Copenhagen.
• LEGO® Build The ChangecoreStrategic or Co-development Partner · 1 October 2023Experimentarium partnered with LEGO Build The Change to create the workshop 'Byg en forandring' (Build a Change). LEGO has a declared goal of creating a sustainable future and was among the first toy companies to engage in sustainable forestry. The workshop invites families to build solutions for a more sustainable future using LEGO bricks. The partnership has also traveled to shopping centers across Denmark.
• Gentofte Kommune (Gentofte Municipality)minorStrategic or Co-development Partner · 1 January 2023In summer 2023, Experimentarium entered the partnership agreement 'Sammen om mere bynatur i Tuborg området' (Together for more urban nature in the Tuborg area) with Gentofte Municipality and members of the Business Network on Climate and Sustainability. The partnership aims to create better conditions for urban nature and provide inspiration for richer urban nature for area users and visitors.
• MadkastelletcoreStrategic or Co-development PartnerMadkastellet operates the on-site restaurant SMASK and handles all catering at Experimentarium. Madkastellet is also an important part of Experimentarium's Green Team, contributing to sustainability initiatives including food waste reduction and sustainable sourcing.
• Science North (Canada)coreTechnology or IntegrationScience North, a Canadian science center, co-developed the Interactive Cinema (Den Interaktive Biograf) with Experimentarium. Science North had the world premiere of their version of the Interactive Cinema titled 'Ready, Set, Move!'. The Danish version was supported by TrygFonden.
• Ørsted (formerly DONG Energy)coreStrategic or Co-development PartnerØrsted sponsors the Energy Zone exhibition and the school workshop 'Energiagent for en dag' (Energy Agent for a Day), teaching children about sustainable energy production and consumption.
• Top AttraktionercoreStrategic or Co-development PartnerExperimentarium is a member of Top Attraktioner, an association of Denmark's 20 largest and best tourist attractions with combined over 8 million visitors annually. The association has existed since 1982.
• VPAC (Videnspædagogiske AktivitetsCentre)coreStrategic or Co-development PartnerExperimentarium is a VPAC (Science Pedagogy Activity Center), part of a network of 15 VPAC centers in Denmark specializing in engaging science communication for the public and schools. VPAC centers bridge citizens, educational institutions, and research institutions.
• Jet-Net.dk (Naturvidenskabernes Hus)minorGTM or Marketing PartnerExperimentarium participates in the Girl's Day in Science initiative organized by Jet-Net.dk, which is run by Naturvidenskabernes Hus. In 2017, 30 companies and science centers hosted 1,400 girls from primary and secondary schools. Experimentarium hosted 46 girls from Nørrebro Park Skole.

Scale indicators14 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• NEMO Science Museum: Amsterdam's flagship science center with interactive exhibits across physics, chemistry, and technology. Direct European peer in size, hands-on exhibit model, and family/school audience.
• Teknisk Museum (Danish Museum of Science and Technology): Denmark's other major science and technology museum, located in Helsingør. Closest direct national peer in category, audience, and mission; competes for school trips, family visits, and tourism in Denmark.
• Universeum: Sweden's leading public science center in Gothenburg, offering interactive science exhibitions, aquariums, and rainforest environments. Direct Nordic peer in scale, audience, and hands-on STEM focus.
• Ontario Science Centre: Major Canadian science center that co-developed Experimentarium's Interactive Cinema via Science North. Direct international peer in interactive exhibit IP, scale, and STEM education mission.
• Exploratorium: San Francisco's pioneering hands-on science museum, foundational model for interactive science centers worldwide. Direct peer in interactive exhibition methodology and audience.

Broad incumbents

• Deutsches Museum: Munich-based world-leading science and technology museum. Larger, broader incumbent serving similar audiences but with deeper historical and applied-science focus than Experimentarium.
• Tekniska Museet (Swedish National Museum of Science and Technology): Sweden's national science and technology museum in Stockholm. Comparable in mission and audience, with broader historical and industrial scope than Experimentarium.
• Science Museum (London): One of the world's preeminent science museums, part of the Science Museum Group. Broader incumbent offering wider historical and industrial scope beyond Experimentarium's hands-on STEM focus.

Regional players

• Industrimuseet (The Danish Industrial Museum): Danish heritage and industrial museum located in Horsens. Adjacent regional museum competing for school group bookings and family cultural outings outside the Copenhagen catchment.

Emerging players

• Ragnarock – Museum for Pop, Rock and Youth Culture: Newer Danish cultural museum in Roskilde targeting youth and family audiences. Emerging Danish peer for discretionary cultural leisure spend and family excursions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@experimentarium-dk
• Facebookfacebook.com/experimentarium
• LinkedInlinkedin.com/company/163744
• Instagraminstagram.com/experimentarium
• TikToktiktok.com/@experimentarium.dk
• Xx.com/experimentarium

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Experimentarium