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 (February 17, 2026), 1664 is introducing limited-edition designs and upbeat experiences from October 2025 onward. 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 color, 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 colors 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 launched 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.
