LONDON, Sept. 13,
2024 /CNW/ -- The esteemed French beer brand 1664 is
thrilled to announce an exciting collaboration with the globally
renowned artist André Saraiva, also known as Mr. A.
The collaboration with 1664 will feature a "creative takeover"
of the beer's labels and packaging, showcasing André's graffiti
style as if spray-painted directly onto the existing 1664 bottles
and merch. The collaboration is envisioned as a global "world tour"
bringing André's unique artistic style to 1664's key markets. The
partnership, "1664 x André", will become a global celebration of
creative industry and free spirits.
The French-Swedish graffiti-artist and entrepreneur, André
Saraiva, has captivated the world with his playful and iconic
character, Mr. A. This character, known for its cheerful round
face, wide smile, and winking eye, often rendered in vibrant pink,
has become a staple in urban landscapes across the globe. Saraiva's
innovation, "Love Graffiti," further showcases his creativity by
personalizing graffiti with individuals' names in pop colors,
commissioned by their loved ones.
Instead of transitioning from street art to gallery exhibitions,
André has chosen to integrate his artistic vision into the
nightlife scene. He has decorated numerous clubs and nightlife
venues in major cities such as Paris, New
York, and Tokyo, infusing
these spaces with a sense of utopian friendliness and vibrant
energy. His artistic contributions have made significant impacts on
the atmosphere and culture of nightlife across these metropolitan
areas, and the artist has become synonymous with a free-spirited
mash up of art, fashion, style and fun.
To mark the collaboration, a special limited edition of a winery
beer 'Blanc de Blanc' was launched, designed by André Saraiva. The
collaboration kicked off in August at Copenhagen Fashion Week when
the doors opened to a local 1664 Kiosk inspired by the small,
charming kiosks that are an integral part of Copenhagen's cityscape. Here, fashion
enthusiasts and visitors from all over the world experienced a
delightful blend of Danish hygge, and a curated selection of
essential kiosk staples, 1664 x André merch, and of course, cold
beers.
In collaboration with Copenhagen Fashion Week, 1664 created a
strong connection to Denmark's
dynamic and democratic fashion and cultural scene. The kiosk
provided a community space where guests experienced the brand's
playful spirit and saw new interpretations of its stylish
identity.
In addition, André has created an outstanding mural in the
center of Copenhagen where the
color, sensibility and style of the André x 1664, can be
experienced.
About 1664:
1664, is an iconic Parisian beer brand that is renowned for its
great taste, premium quality and rich heritage. The brand strives
to show up where other beer brands do not by captivating consumers
with one of a kind cultural collaborations that celebrate bold
individuality and expression within fashion and the arts.
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SOURCE André Saraiva