1664 Launches First Asia-Wide Collaboration with Camille Walala

This festive season, 1664 announces its debut artist collaboration across five Asian markets, partnering with renowned French artist Camille Walala. This initiative spans Hong Kong, mainland China, Singapore, Malaysia, and Vietnam, aiming to blend traditional holiday celebrations with contemporary artistic expression. The collaboration introduces limited-edition designs and engaging experiences starting in October 2025, coinciding with the festive period that includes both Christmas and Lunar New Year.

The partnership reflects the Carlsberg Group’s strategy to enhance conviviality through creativity. Walala, celebrated for her striking use of color and geometric patterns, will bring a fresh perspective to the festive season, creating designs that resonate with the cultural significance of the holidays. The vibrant packaging for 1664 Blanc, Rosé, and Brut will showcase Walala’s playful aesthetic, making the products stand out on shelves and enhancing the festive spirit.

Artistic Collaborations and Cultural Engagement

As part of this collaboration, consumers can expect exclusive co-branded merchandise, including red envelopes, tote bags, glasses, and umbrellas. Each item is designed to reflect regional traditions while elevating the premium perception of the brand. This initiative aligns with Carlsberg’s Accelerate SAIL strategy, launched in February 2024, which aims to foster growth and innovation within the brewery sector.

Rommel P. Fuentebella, Senior Director of Premium and Execution at Carlsberg Asia, remarked, “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.” He emphasized the unique blend of French flair and local creativity, aimed at delivering innovative beer experiences tailored to diverse markets.

The campaign will kick off in November 2025 in Malaysia and Hong Kong S.A.R., leading into a series of community activations that will highlight Walala’s creative process and her interpretation of joy. A highlight of the campaign will be a striking installation in Kuala Lumpur in December, followed by further activations in key cities across China, Singapore, and Vietnam in the following months.

Celebrating Asia’s Festive Traditions

This collaboration aims to reimagine traditional celebrations through a contemporary lens, inviting consumers to engage and share their experiences. As the festive calendar unfolds, 1664 encourages community participation in a celebration that bridges cultures and traditions.

1664, recognized as the world’s leading French beer brand with a legacy of over 350 years, continues to embody a commitment to quality and creativity. The brand’s mission is to infuse everyday moments with a sense of joy and sophistication, appealing to modern consumers who appreciate both good taste and artistic expression.

Camille Walala, known for her impactful public art installations and collaborations with brands such as Lego and Armani, has a well-established reputation for transforming urban spaces through her vibrant work. Her projects, including the notable “Planet Walala” in Hong Kong, showcase her unique style and dedication to public art that engages communities.

As Carlsberg Asia continues to expand its footprint across the region, this collaboration with Walala exemplifies its commitment to fostering cultural engagement while solidifying 1664’s position in a competitive market. The company aims not only to provide exceptional beer experiences but also to serve as a positive force in society by celebrating art, culture, and community.

Stay tuned for more updates as 1664 prepares to merge art and celebration, creating joyful experiences that reflect the spirit of the festive season.