As the holiday season approaches, 1664, the iconic French beer brand, is making waves across Asia with its first-ever artist collaboration featuring renowned French artist Camille Walala. This exciting partnership spans markets including Hong Kong, mainland China, Singapore, Malaysia, and Vietnam, bringing a fresh, colorful twist to traditional celebrations like Christmas and Lunar New Year. Starting from October2025, consumers can look forward to limited-edition packaging, immersive experiences, and exclusive merchandise that blend artistic innovation with cultural traditions.
A Colorful Fusion of Art and Festivity
1664 artist collaboration Asia 2025
Camille Walala is celebrated worldwide for her striking use of color, geometric patterns, and immersive installations that breathe new life into any space. Her partnership with 1664 aims to fuse her contemporary artistic style with the rich cultural tapestry of Asian festivities. Imagine bottles of 1664 Blanc, Rosé, and Brut adorned with Walala’s playful, bold designs—an eye-catching fusion that captures the exuberant spirit of the season.
Beyond packaging, the collaboration introduces a series of co-branded merchandise and collectibles, such as red envelopes, tote bags, glasses, and umbrellas. Each item is thoughtfully designed to reflect cultural nuances across Asia, elevating 1664’s premium portfolio while celebrating local traditions. These collectibles serve as both functional items and cherished keepsakes, perfect for gifting or personal enjoyment during the festivities.
Art, Culture, and Community Engagement
This collaboration is more than just eye-catching design; it’s part of Carlsberg Group’s broader vision under the Accelerate SAIL strategy, launched in early 2024. This strategy emphasizes bold growth, innovative branding, and cultural relevance. By partnering with an artist like Camille Walala, 1664 aims to deepen its connection to local communities and showcase the brand’s commitment to creativity and cultural resonance.
Throughout the festive season, from mid-October to Lunar New Year, the campaign will feature on-ground activations across key cities. Expect striking installations, engaging events, and behind-the-scenes glimpses into Walala’s creative process. A highlight will be a captivating installation in Kuala Lumpur this December, with further activations planned in major Chinese cities, Singapore, and Vietnam in the coming months.
Rommel P. Fuentebella, Senior Director of Premium and Execution at Carlsberg Asia, shared, “Our collaboration with Camille Walala creates a space where art and celebration collide—bringing joy and color into everyday moments. It’s a reflection of our desire to blend French elegance with local creativity, making each festivity unique and memorable.”
Embracing Traditions with a Modern Touch
Camille Walala
One of the most exciting aspects of this partnership is how it reimagines longstanding traditions. From fireworks lighting up the night sky to the glow of lanterns and the aroma of festive delicacies, Walala’s vibrant artwork adds a contemporary layer to these cherished rituals. It’s a celebration of cultural diversity, designed to inspire shared joy and community connection.
Travelers and festival-goers alike can look forward to immersive experiences that showcase Camile Walala’s creative vision—offering a unique opportunity to see art, culture, and celebration come alive in unexpected ways. Whether exploring Kuala Lumpur’s upcoming installation or participating in lively activations across Asia’s bustling cities, this collaboration promises to elevate the holiday experience.
