40,000 visitors behind prison walls
For the 2024 edition of Jul på FÆNGSLET, more than 40,000 guests passed through the historic prison gates, including international visitors arriving by bus from Norway, Sweden, and Germany. FÆNGSLET transformed its iconic walls into a festive meeting place of light, shared experiences, and holiday joy — blending the site’s heritage with a contemporary, inclusive celebration.
Reinventing the Flagship Event: Freedom, Community, and Transformation
As FÆNGSLET’s largest co-produced and most important annual event, Jul på FÆNGSLET required a bold reinvention. The previous mascot — the geese parade — had ‘retired’, and the event needed new energy and relevance. This became an opportunity to rethink the experience from the ground up and align it more clearly with FÆNGSLET’s core values: freedom, community, and transformation.
Opening show: Lighting Up the Prison — Together – with 20,000 LEDs, Live Rooftop Fire show, and communal torchlight parade
The new concept centered on collective participation. A reimagined opening show featuring 20,000 LEDs, a live rooftop fire performance, and a communal torchlight parade led by Santa Claus invited locals and visitors alike to gather and take part. Together, the audience lit up the prison façade in a spectacular light-festival moment — transforming the site into a shared stage for joy, connection, and celebration.
“We wanted to bring guests together to light up the Christmas season at FÆNGSLET. The torchlight parade and our new illuminated facade became central elements, framing the market festively and magically.”
– Heine Nielsen Kofoed
(Head of Events, FÆNGSLET)
Social Responsibility and Local Impact
Social responsibility was a core part of Jul på FÆNGSLET – Christmas is the time of giving and receiving!
10% of all opening-day ticket revenue was donated directly to Røde Kors Julehjælpen, with guests given the option to add an extra contribution when purchasing tickets online. Additional support came from local vendors such as Heart & Soul and Tinas Køkken, while free tickets were distributed to vulnerable youth in collaboration with Sund By Horsens.
“We wanted to spread Christmas joy beyond our prison walls. Supporting those who need a little extra help is central to our ambition of creating a Christmas market that both delights our guests and makes a real difference in the local community – that’s when transformation can happen.”
– Heine Nielsen Kofoed
(Head of Events, FÆNGSLET)
DKK 10,500 donated to the local Røde Kors’s ‘Christmas Help‘ to helping more than 200 local families in need – now, an additional 50 families will receive support this Christmas due to Jul på FÆNGSLET’s donation!
“We are deeply grateful for the generosity shown by FÆNGSLET and its guests. The funds raised help families experience a joyful Christmas they otherwise might not have had,”
— Margit Winther
(Chair, Danish Red Cross Horsens)
The initiative was further strengthened through the sale of FÆNGSLET merchandise, including Christmas ornaments produced by current inmates in Danish remand prisons, with proceeds supporting social initiatives for people currently incarcerated.
Together, these efforts ensured that Jul på FÆNGSLET was not only a festive cultural experience, but also a platform for meaningful social impact and community support.
These new traditions have been carried forward into subsequent years, transitioning this flagship event — and the local, historic prison — into a new chapter.
A Celebrated Success
Over 5,000 guests shared feedback, with 92% rating the experience as ‘very happy’ or ‘extremely happy’, underscoring the success of the reinvention.
Media coverage included several local media outlets hereunder Horsens Folkeblad, and national live radio interviews at DR P4, reinforcing the event’s visibility.
Jul på FÆNGSLET 2024 demonstrates how innovative ideas, immersive design, and strategic partnerships can revitalize a flagship event, create a cultural highlight, and generate meaningful social impact — all while honoring the historic and symbolic power of the prison itself.
