Artistic collaboration Carlsberg × Lu Xinjian
Summer Limited Edition
About the Collaboration
Carlsberg SUMMER 2022 China
Carlsberg launched two limited editions for Summer 2022 in collaboration with Chinese contemporary artist Lu Xinjian. For this campaign, the project brought a fresh artistic dimension to the brand’s seasonal campaign through two designs—“Endless Summer Day” and “Neon Night” which captured the duality of long summer days and vibrant nights.
As part of the initiative, Somexing orchestrated the artistic collaboration, aligning the brand’s youthful identity with the artist’s unique visual language. Thus, it blended Carlsberg’s heritage with contemporary Lu Xinjian creativity, reinforcing its connection with young consumers.
Known for his City Streams series, Lu transformed satellite views of urban landscapes into abstract, geometric compositions. For this campaign, he used Copenhagen and major Chinese cities to craft bold city lines that capture the rhythm, density, and dynamism of urban life, translating it into a vivid expression of Carlsberg’s energetic summer spirit.
Campaign Activation
City lines
The summer campaign featured limited-edition packaging and a pop-up event with the artist, supported by retail activations and a digital animation campaign, showcasing Lu Xinjian’s artistic approach and connecting with audiences across key markets.
Visual Codes
Assets
- Design
- Experience
ABOUT THE ARTIST
Lu Xinjian
Chinese contemporary artist, Lu Xinjian is a known for creating highly graphical and colorful paintings. Deeply rooted in the neoplasticism of Piet Mondrian, Lu Xinjian’s lines draw on abstraction to represent modern metropolises by interpreting their DNA in complex geometric shapes and saturated colors. His City DNA series takes satellite images of cities as a starting point and translates them into iconic lines and symbols overlooking the urban landscape, proposing a unique aesthetic and rhythm for each city. Some familiar cities open up to the viewer from a new perspective. In recent years, his City Stream series interprets the density and flow of cities, while his Reflections portray the tranquil essence of monuments through their reflection in water.
OTHER WORKS
CNY and Valentine’s Day limited editions, translating the rose into a tactile universe of memory and scent.
Chinese New Year limited editions, bringing creative heritage to life.
A collector’s Zodiac limited edition where the Horse embodies the passage of time.
