The world’s No.1 French beer, 1664, transformed TRX’s Raintree Plaza into an extraordinary cultural playground over the weekend of 13th and 14th June, as Bon Appétit-lah returned with its most ambitious edition yet. The brand’s first-ever Asia-wide exclusive collaboration with urban fashion label CLOT, founded by Edison Chen, delivered a spectacular fusion of French brewing finesse and cutting-edge streetwear culture that captivated almost 6,800 attendees.
The two-day takeover exceeded all expectations, with guests experiencing the perfect marriage of East meets French through curated Asian dishes infused with French influences from the city’s most celebrated restaurants and food vendors, while being entertained by an electrifying lineup of locally and internationally renowned artists.
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13th June saw headliner Mat.Joe commanding the stage alongside impressive performances by Ashley Lau, Roshan, and Bate, setting the tone for an unforgettable opening night that had the crowd dancing well into the evening. 14th June concluded the celebration on an equally high note with headliner Nick Chou (NICKTHEREAL) delivering a powerhouse performance, supported by dynamic sets from NYK, Mdm Woo, and Dirty Signal.
“The response to Bon Appétit-lah this year has been phenomenal. We witnessed nearly 6,800 guests embracing our vision of transforming everyday moments into extraordinary celebrations. Our collaboration with CLOT brought a fresh dimension to how people experience beer culture in Malaysia, blending French brewing heritage with street-smart edge in ways that resonated deeply with our audience,” said Olga Pulyaeva, Marketing Director of Carlsberg Malaysia.
The exclusive 1664 x CLOT speakeasy-style fabric store was a major highlight, with limited-edition merchandise flying off the shelves as beer connoisseurs and trendsetters alike sought to take home a piece of this collaboration.
Building on this overwhelming success, the collaboration continues beyond the main event. Those who missed the spectacular weekend can still experience 1664’s Blue Hour at 30 outlets nationwide throughout June and July, with opportunities to win limited edition 1664 x CLOT merchandise.
Additionally, the unique 1664 x CLOT exclusive ceramic tumbler remains available with 1664 purchases at participating supermarkets, hypermarkets, and online stores nationwide, allowing fans to bring home a lasting memento of this groundbreaking collaboration.
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Follow @1664malaysia on Facebook and Instagram for highlights from the event and updates on future happenings. All activities are open to non-Muslims aged 21 and above. When purchasing and enjoying 1664, remember to always #CELEBRATERESPONSIBLY – if you drink, don’t drive!