About the artist
Follow our adventures on Instagram
Follow our adventures on Instagram
About the artist
An avant-garde designer and artist, Jean-Charles de Castelbajac pioneered what are now the foundations of new creation: art, reappropriation and collaboration. Distinguished by a concise chromatic palette of red, blue, green and yellow, his artistic expression takes shape through his preferred media: chalk and felt pen drawings, collages, installations and performances.
Somexing Art Agency has chosen the artist and designer Jean-Charles de Castelbajac for a collaboration with 1664 BLANC that artfully blends the brand’s codes with the artist’s creativity in a colourful limited edition.
This collaboration marks a major artistic shift for 1664 BLANC, enabling the brand to artify its image and recruit new consumers. By collaborating with Jean-Charles de Castelbajac, 1664 Blanc rejuvenates its brand image with a colourful edition that disrupts its traditional design, while preserving the historical aspect that the artist has carefully reinterpreted.
For this original collaboration, Jean-Charles de Castelbajac has infused the iconic 1664 BLANC logo with a pop, colourful visual universe. To the blue of its iconic bottle and the red of its historic label, Jean-Charles de Castelbajac has added his complementary yellow and green. This unique blend of colours is also applied to the bottle caps. Crowning the bottle with a modern stylized sun and a sky of multi-coloured “Bubble Sky*” clouds, Jean-Charles de Castelbajac’s collages and drawings embody freshness and summer.
The artist has also reinvented the 1664 signature, “À LA FRENCH”, by adding his “TOUCH” in bringing his own unique style.
*The name of the design created by Jean-Charles de Castelbajac for this limited edition.
I wanted these clouds to be like fragments of summer and for a sun to appear. In each colour there is character, I brought them together to form a pop design.
An exclusive launch event
1664 BLANC and Jean-Charles de Castelbajac unveiled their collaboration at a unique evening event in the heart of the Marais in Paris. The event was a further opportunity for the brand to demonstrate its artistic commitment by showcasing its latest collaboration, featuring a live art performance by Castelbajac, a music performance by Eloi, a young up-and-coming artist on the French music scene, and a musical atmosphere by DJ Benjamin Belin.
An immersive consumer experience
The campaign invites consumers to enjoy a unique experience in more than 100 trendy bars in France, through various activations such as glasses and t-shirts in the campaign colours, perfectly matching the fresh, sour cocktail imagined for the occasion. Mixologist Rémi Massai, also known as French and Stormy, has drawn on the richness of the French terroir and the ingredients that characterize the Summer season to create a recipe that perfectly symbolizes the collaboration between 1664 BLANC and Jean-Charles de Castelbajac.
Available on the French market
This collaboration between the French beer brand and the designer will be unveiled to the public from early June, offering a colourful design of the iconic 1664 BLANC and its limited-edition packs for the 2024 summer season.
Please drink responsibly.
Infuse art at the heart of your communication strategy using content from artistic brands. SOMEXING agency conceptualizes and produces the creation of video and photo content with the artistic direction of well-known or emerging photographers and videographers, or the brush of illustrators.
The relationship between art and luxury has contributed to the creation of legendary works, which inscribe collaborations in a collective memory. Inspired and inspiring, the limited editions intersect the worlds of brands and the worlds of artists.
Since 2012, Somexing has been monitoring contemporary Chinese and European art and design. The agency leads a network of art market professionals and artists’ studios. Somexing supports international brands in defining their artistic strategy.
