Kronenbourg 1664 brings fashion fizz to the streets in bold OOH takeover

Kronenbourg 1664 Blanc is blurring the lines between luxury and lager in its latest out-of-home (OOH) campaign, "Bottle as art", taking over Ten Square with a bold creative push that positions its iconic blue bottle as a high-fashion statement.

Running from 14 April to 11 May, the campaign sees the landmark’s digital facade transformed into a runway of sorts, utilising 3D billboards to capture the attention of passersby and elevate the brand’s playful, premium aesthetic.

Don't miss: 1664 partners with urban fashion brand CLOT to drive Asian growth 

Executed in collaboration with Plan B Media and creative agency Sangrealcorp+, and media by iProspect Singapore, the campaign builds on 1664 Blanc’s growing presence in the fashion world.

From a designer puffer jacket to a burst of makeup powder shaped like the bottle silhouette, the visuals reimagine the beer as a luxury fashion object, leaning deeper into its Parisian roots.

“This campaign evolves 1664 Blanc’s growing relationship with the fashion industry," said Ten Square in conversation with MARKETING-INTERACTIVE. 

"1664 is not just comparing to luxury items but behaving like one. It is embracing an attitude that is as stylish and playful as the industry it celebrates," Ten Square added.

The 2025 iteration follows last year’s campaign under the same name, but ups the ante with couture-inspired visuals and high-impact urban placements.

“Campaigns like this invigorate public spaces, turn heads and leave lasting impressions," explained Ten Square.

The Ten Square activation is part of 1664’s broader push into premium lifestyle spaces across Asia.

Earlier this year, the French beer brand teamed up with urban fashion label CLOT, blending East-meets-French design through CLOT’s ‘Silk Royale’ pattern and 1664’s playful elegance.

Debuting at ComplexCon Hong Kong, the collab is now rolling out in Singapore, Malaysia and Vietnam, reinforcing 1664’s fashion-forward positioning.

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