A Fusion of Art and Brew
The prestigious French beer brand 1664 is thrilled to unveil an exhilarating new partnership with the internationally acclaimed artist André Saraiva, famously known as Mr. A. This partnership aims to blend the worlds of art and craft brewing, celebrating creativity and innovation.
Creative Takeover of Packaging
The collaboration will feature a “creative takeover” of 1664’s labels and packaging, showcasing André’s distinctive graffiti style as if it were spray-painted directly onto the bottles and merchandise. Titled “1664 x André,” the partnership is designed as a worldwide “tour” that showcases André’s distinctive artistic style in prominent markets across the globe. This collaboration aims to be a celebration of the creative sector and the essence of free-spirited expression.
Meet André Saraiva
André Saraiva, a French-Swedish graffiti artist and entrepreneur, has mesmerised audiences globally with his playful and iconic character, Mr. A. Recognised for its cheerful round face, wide smile, and winking eye, this character often appears in vibrant pink hues, making it a staple of urban landscapes. Furthermore, Saraiva’s innovation, “Love Graffiti,” personalises graffiti by incorporating individuals’ names in pop colours, commissioned by their loved ones, showcasing his talent for blending art with personal connection.
Infusing Art into Nightlife
Rather than transitioning from street art to traditional gallery exhibitions, André has chosen to infuse his artistic vision into the nightlife scene. He has transformed numerous clubs and nightlife venues in major cities such as Paris, New York, and Tokyo, imbuing these spaces with a sense of utopian friendliness and vibrant energy. His artistic contributions have significantly impacted the atmosphere and culture of nightlife in these metropolitan areas, making him synonymous with a lively blend of art, fashion, style, and fun.
Launching the Limited Edition Beer
To commemorate this collaboration, a unique limited edition of the winery beer ‘Blanc de Blanc’ has been introduced, featuring a distinctive design by André Saraiva. This partnership kicked off in August during Copenhagen Fashion Week, where a local 1664 Kiosk inspired by the charming kiosks integral to Copenhagen’s cityscape was opened. Fashion enthusiasts and visitors from around the globe flocked to this kiosk to experience a delightful blend of Danish hygge, a curated selection of essential kiosk staples, 1664 x André merchandise, and, of course, refreshing cold beers.
Connecting with Denmark’s Fashion Scene
By collaborating with Copenhagen Fashion Week, 1664 has established a strong connection to Denmark’s dynamic and democratic fashion and cultural scene. The kiosk functioned as a communal hub where visitors could engage with the brand’s playful essence and explore fresh interpretations of its stylish identity.
A Mural to Remember
In addition to the kiosk, André has crafted an outstanding mural in the heart of Copenhagen, where the colour, sensibility, and style of the André x 1664 collaboration can be fully appreciated. This mural is not only a visual treat but also a celebration of creativity and artistic expression, inviting locals and tourists alike to engage with the brand in an unforgettable way.
The 1664 and André Saraiva collaboration represents a unique blend of artistry and brewing, showcasing how two different worlds can come together to create something extraordinary. As this partnership continues to unfold, both 1664 and André aim to inspire and engage audiences through creativity, art, and, of course, exceptional beer.
