1664 Blanc is celebrating after its Covent Garden takeover at the beginning of London Fashion Week (LFW), of which it is the principal partner. The super-premium beer brand says it aimed to “bring a slice of Parisian style and sophistication to the heart of central London”.

 

The pop-up activation was held as part of LFW’s city-wide celebrations, and was the latest in 1664 Blanc’s ‘Exploration in Blue’ series, which launched earlier in 2024 at LFW February.

 

At the event, hosted from 13–14 September, attendees were invited to walk a catwalk and visit the 1664 Blanc lounge. The brand also created a limited-edition tote bag, made in partnership with British Fashion Council NEWGEN and British-Nigerian designer Tolu Coker, and released Le Journal Bleu, the second edition of its newspaper. 

 

Commenting ahead of the event, Dharmesh Rana, director of marketing, premium Brands at Carlsberg Marston Brewing Company, said: “It has been a hugely exciting year for Blanc. Through genuine partnerships and by showing up via consumer moments, we have pushed the expectations of what a beer brand can be.

 

“Our Covent Garden pop up will see us bring a slice of Parisian style and sophistication to the heart of central London, where consumers can sit back and watch the world go by whilst enjoying a crisp 1664 Blanc or strut down the 1664 catwalk for the chance to win tickets to a show at this year’s London Fashion Week.”