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Roskilde Festival: “Many entrepreneurs find it difficult to get access to test environments”

Summary in Short:

Every year, 130,000 people attend Roskilde Festival, turning it into Denmark’s 4th largest city. The festival hosts a startup program called The Circular Laboratory in partnership with the Tuborg Foundation, allowing green and sustainable startups to test their products with an open audience. Over 40 startups have participated, with the goal of pushing green development and climate behavior in Denmark. The festival provides a forgiving test environment for entrepreneurs, with access to networks, companies, and potential investors. The atmosphere at the festival is conducive to user testing, creating a more forgiving environment where failure is okay and innovation is encouraged.


Every year, 130,000 people attend Roskilde Festival, temporarily making it the 4th largest city in Denmark.

The influx not only creates a sense of community but also provides an ideal testing ground for Danish entrepreneurs and startups, as stated by Roskilde Festival.

That’s why the festival is once again hosting the startup program, The Circular Laboratory, in collaboration with the Tuborg Foundation. Around 40 green and sustainable companies are invited to test their products or solutions with an open festival audience.

“We’ve had entrepreneurs who have also attempted to test their products on main street. However, it is often challenging there due to people’s lack of time or interest in engaging. At the festival, people are more open and willing to participate,” says Kristine Barenholdt Bruun, head of the Circular Laboratory.

Planting app Nordic Grow and sharing platform Monto were among the Danish startups user testing at Roskilde Festival last year

The Circular Laboratory

  • The Tuborg Foundation has granted a total of DKK 7,565,000 for a partnership between the foundation and The Circular Laboratory.
  • The goal is to give the next generation of young entrepreneurs the opportunity to drive green development and influence Danes’ climate-related behaviors.
  • This year, over 40 startups have participated in the Circular Lab.
  • The ambition is for more than 200 startups to go through the Circular Lab in the next five years.
  • These concepts will offer concrete solutions for Roskilde Festival to enhance the event’s sustainability.

A Supportive Testing Environment

Through the Circular Lab, selected startups gain access to networks, other companies, and potential investors. They also receive valuable data on their solutions to work with.

This year, additional effort has been put into preparing entrepreneurs for user testing to ensure they leave with the best possible dataset, explains Kristine Barenholdt Bruun.

“Many young entrepreneurs struggle to find suitable test environments. Issues such as permits, regulations, and established procedures often hinder product testing. For startups, rapid feedback and the ability to pivot are crucial.”

Roskilde Festival offers an ideal setting for user testing. The event’s atmosphere encourages people to step out of their daily routines and be more open to new experiences, says Kristine Barenholdt Bruun.

“Overall, it fosters a forgiving environment where failure is accepted. Engaging with people and integrating products into a testing framework at the festival is easy, making more entrepreneurs willing to take risks. This dynamic creates a solid foundation for many startups.”

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