1664 ANNOUNCES FIRST-EVER ASIA-WIDE ARTIST COLLABORATION WITH FRENCH ARTIST CAMILLE WALALA

A Joyful, Design-led Partnership to Celebrate the Festive Season

This festive season, 1664 is excited to announce its first-ever festive artist collaboration across Hong Kong, mainland China, Singapore, Malaysia, and Vietnam with celebrated French artist Camille Walala. Bringing a modern twist to the traditional holiday season that encapsulates Christmas and Lunar New Year, 1664 will be introducing limited-edition designs and upbeat experiences from October 2025 onwards. This partnership exemplifies Carlsberg Group’s strategy to transform convivial moments into radiant expressions of creativity that resonate with discerning consumers yet are rooted in 1664’s signature ethos of good taste and shared celebration.

Renowned for her bold use of colour, vibrant geometric patterns, and immersive installations, Walala brings a fresh, contemporary twist to the rich traditions of Asian festivities. As fireworks light up the night sky, lanterns glow, and the scent of gourmet delights fill the air, the festive season once again unites communities in celebration and shared joy. The modern packaging designs of 1664 Blanc, Rosé, and Brut bottles and cans seamlessly blend the brand colours with Walala’s playful aesthetic, resulting in eye-catching designs that capture a whimsy and exuberant spirit. Complementing the purchase of products are exclusive co-branded merchandise and collectables, including red envelopes, tote bags, glasses, and umbrellas, all thoughtfully crafted to reflect the cultural significance across Asia, while elevating the brand’s premium portfolio.\

In February 2024, Carlsberg Group launched its Accelerate SAIL strategy, aimed at driving bold and exciting growth, becoming the most successful, professional, and attractive brewer in the markets, and serving as a positive force in society. Inspired by this vision, 1664 collaborates with forward-thinking artists and introduces culturally relevant initiatives to reinforce its commitment to accelerating premium growth across Asia. Walala perfectly embodies 1664’s design-led spirit, blending Parisian elegance with joyful creativity to celebrate individuality and strive for excellence, cementing 1664’s position as the beer of choice in the region’s highly competitive market.

Rommel P. Fuentebella, Senior Director, Premium and Execution of Carlsberg Asia, stated: “Elegantly unexpected, our 1664 x Walala collaboration creates a vibrant space where worlds collide—pouring a splash of joy into everyday moments and transforming them into meaningful connections. This first-ever Asia-wide collaboration with Camille Walala exemplifies our approach of blending 1664’s French flair with locally resonant creativity to deliver innovative beer experiences tailored to diverse markets. Through bold activations and visionary partnerships, we aim to reaffirm our presence in key cities while planting strong foundations in recently entered and emerging markets.”

Set against the backdrop of Asia’s festive calendar, beginning in mid-October and leading up to Lunar New Year in different markets, 1664 reimagines longstanding traditions and rituals through the bold lens of contemporary design, inviting consumer engagement and shareability.

This cultural celebration will unfold through a series of on-ground activations across the region, offering an intimate look into Walala’s creative process, her inspirations, and her interpretation of joy. The campaign officially launches in November in Malaysia and Hong Kong, setting the stage for immersive experiences to follow. A highlight of the journey will be a striking installation in Kuala Lumpur this December, followed by activations in key cities in China, Singapore, and Vietnam in the months ahead.

Stay tuned for more updates as 1664 continues to bring art, culture, and celebration together in unexpected and joyful ways.