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 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 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.

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In Hong Kong Arts Month, Harbour City has invited the renowned French artist Camille Walala to create the Colourful Public Art Show “Planet Walala @Harbour City” from 21 March to 21 April. The three major highlights include two large public installations and a solo art exhibition, all interacting with the public in different ways. The first-ever Hong Kong City Sign “Now You See It Now You Don’t” as a brand-new permanent artistic landmark, together with the outdoor artistic maze “A-MAZE”, will be displayed at Ocean Terminal Deck alongside the iconic Victoria Harbour. Meanwhile, Camille will host her first solo art exhibition “Metropolis” at Gallery by the Harbour to showcase the charisma of colours. In addition, Harbour City will organize a series of extensive and thrilling art activations targeting a wide range of audiences throughout the campaign. Camille Walala, a multi-disciplinary artist based in London, is well-known for her artworks encompassing full-facade murals, immersive 3D installations, street art, interior and set design – all characterized by a fusion of bold colours and playful geometric patterns. Being in awe of the architecture in Hong Kong, Camille incorporated geometrics found in the cityscape into the City Sign and the Maze, bringing connectivity between people and the locality. More than just a photogenic spot, the installations inspire happiness and spark positivity with the design of joyful colours. First-ever Hong Kong City Sign, the Brand-new Artistic Landmark and Photo Spot Numerous famous tourist destinations around the globe have their own city signs as an iconic landmark, such as “I Seoul U” in South Korea, “TORONTO” in Canada, and “HOLLYWOOD” in the U.S., all serving as popular photo spots for visitors and a highlight of their journey. This year, Harbour City invited Camille Walala to design the first-ever Hong Kong City Sign, titled “Now You See It Now You Don’t”, which stands at a height of 3m and stretches a width of 6.5m. From the perspective of a foreign tourist, in the eyes of both an artist and a designer, Camille has outlined the unique silhouette of the city. With the blue of the Harbour as its primary tone, the City Sign echoes with the cityscape in various ways, including the overlapping sculptural letters resembling the dense skyline and the tile-like texture in parallel with the mosaic tiles found in old buildings. Drawing influence from optical artworks by George Rousse, Camille adopted an anamorphic approach to the design of the art piece. Though each sculpture stands alone as a beautiful object, people can only read the letters of “HONG KONG” from a certain point of view, giving the City Sign its name “Now You See It Now You Don’t”. Be Amazed at “A-MAZE”, the Playful Maze that Brings People the Joy of Discovery As an evolution of Walala x PLAY, an immersive maze created for Now Gallery in London, “A-MAZE” is Camille’s first outdoor maze. Like the City Sign, “A-MAZE” resonates with the landscape of Hong Kong and is a repository of various structural forms. It is not only an art installation, but also a playground and a public open space. Spanning an area of 3,500 sq ft, the fascinating vibrant maze is equipped with seating, allowing people to pause, reflect, and soak up the spectacle around them. Through “A-MAZE”, Camille hopes visitors tap into the state of playfulness, joy, and discovery that we experienced as a child. In addition to the public art installations, Camille’s first solo exhibition “Metropolis”, along with a series of thrilling art activities, will take place during the public art show. Further details will be announced soon. Hong Kong City Sign – “Now You See It Now You Don’t” Date: From 21 March 2024 Time: 10am – 10pm Venue: Ocean Terminal Deck Artistic Maze Installation – “A-MAZE” Date:21March–21April2024 Time: 10am – 10pm Venue: Ocean Terminal Deck Camille Walala’s Solo Art Exhibition – “Metropolis” Date:21March–21April2024 Time: 11am – 10pm Venue: Gallery by the Harbour (Shop 207, Level 2, Ocean Centre, Harbour City) Customer Enquiry: (852) 2118 8666 / www.harbourcity.com.hk About Camille Walala Known for her ambitious, large-scale and explosively colourful interventions in public spaces, Camille Walala uses the man-made landscape as a platform for disseminating positivity. Her work encompasses full-facade murals, immersive 3D installations, street art, interiors and set design – characterized by a fusion of bold colours and playful geometric patterns. Since her ‘Dream Come True Building’ burst onto the Shoreditch streetscape in 2015 and thrust her into the spotlight, Camille and her creative producer, Julia Jomaa, have been engaged in an increasingly bold roster of international projects. These have included collaborations with leading global brands – such as LEGO, for which she created the HOUSE OF DOTS; the creative direction of the ground-breaking Mauritian hotel SALT of Palmar; and a slew of major installations for events such as WantedDesign and London Design Festival. Camille finds inspiration in community and collaboration, and the power or colour and pattern to transform atmospheres, elevate moods and spark positivity. Instagram: @camillewalala (https://www.instagram.com/camillewalala/) Website: https://www.camillewalala.com/

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