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. Carlsberg Group is leveraging this partnership to strengthen its appeal among premium beer drinkers in Asia through creative expressions that reflect 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.

1664 collaborates with forward-thinking artists and launches culturally relevant initiatives to strengthen its commitment to 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, says:

“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.

ABOUT 1664

1664, the world’s No.1 French beer brand with a rich heritage spanning over 350 years, epitomizes timeless and playful elegance. Our brew is crafted to embody Good Taste with a Twist, ensuring impeccable taste in every sip. Drawing inspiration from art and design, 1664 aims to bring a love of Frenchness and good taste to the everyday.

*GlobalData 2025 research for 2023, based on actual volume sales data in The Hectolitres.

ABOUT CAMILLE WALALA

Camille Walala is a prominent French artist known for her vibrant use of colour and bold geometric patterns. Her work is inspired by European designers, artists and movements and her geometric city murals and pop-up sculptures can be seen everywhere from Paris to Hong Kong.

Throughout her career, Walala has collaborated with various high-profile brands and institutions, including Lego, Armani, and Facebook. However, her public artworks are not only limited to London. She created a major public art project in Hong Kong called “Planet Walala”, compromising of public installations, exhibitions and the first-ever Hong Kong city sign.