Activating its latest instalment of ‘EXPLORATIONS IN BLUE’ on Friday 13th & Saturday 14th September in the heart of Covent Garden, 1664 Blanc will immerse consumers in the brand’s luxurious style and unique flavour profile. As Principal Partner of LFW, the experience will be part of the British Fashion Council’s City-Wide Celebration.
Friday 13th & Saturday 14th September, 12pm – 8pm
1664 BLANC, the Principal Partner of LFW, will activate in London’s iconic Covent Garden with a burst of blue to celebrate 40 years of fashion this September. Visitors will have the opportunity to try the super premium beer at the 1664 Blanc airstream that will be central to the takeover. The experience is a continuation of the brand’s ‘EXPLORATIONS IN BLUE’ series that launched earlier this year at LFW February and is part of the British Fashion Council’s City-Wide Celebration – a curated programme of unique experiences open to everyone throughout LFW in London, Manchester and Newcastle.
As part of the brand’s dedication to platforming emerging designers, 1664 Blanc will partner with BFC NEWGEN and award-winning British Nigerian designer Tolu Coker, heralded as one to watch, to create a limited-edition printed tote bag that consumers who visit the experience can take home. Le Journal Bleu – the second edition of the bespoke Blanc newspaper will be available in the space, with exclusive features that celebrate 40 years of LFW and includes an interview with Tolu herself. Attendees will be invited to walk the 1664 Blanc catwalk and have a professional shot captured by the 1664 Blanc Glambot, before enjoying a crisp and refreshing beer in the Parisian-inspired lounge on the Piazza. The specially curated space is located just a stone’s throw away from the shows at 180 The Strand, ensuring all consumers can feel part of LFW this September.
Dharmesh Rana, Director of Marketing, Premium Brands at Carlsberg Marston Brewing Company says, “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 years London Fashion Week.”
A continuation of 1664 Blanc’s ‘EXPLORATION IN BLUE’ series, which launched February this year, the pop up joins LFW’s City Wide Celebrations which honours the capital’s creativity and innovation with an exciting programme of 1,000 unique experiences open to the public across 400 brands in London, Manchester and Newcastle. Experiences will also take place across the world-famous shopping streets of Covent Garden, with the neighbourhood home to over 200 retail stores including global flagships and independents as well as iconic British brands such as Charlotte Tilbury, Mulberry, Odd Muse, Paul Smith, Strathberry and Pandora.
Elevating everyday shared moments through great taste, 1664 Blanc’s unique flavour profile features delicate touches of citrus fruits that echo the deluxe finish of champagne, refined and refreshing, brewed with a dash of French joie de vivre, creating an exceptional drinking experience.
1664 Blanc will pop up on Covent Garden’s East Piazza on Saturday 13th and Sunday 14th September 2024. For more information on the activation, visit @1664ukblanc.
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Press contacts For all enquiries contact Full Fat: blanc@wearefullfat.com
About 1664 Blanc
1664 Blanc is a premium French beer, blue in bottle and iconic in flavour. Blanc embodies good taste with a playful twist. The flavour profile blends delicate touches of citrus fruits with rare Strisselspalt hops to deliver an elegant and refreshing taste experience that echoes the deluxe finish of champagne. To find out more please visit @1664ukblanc
ABOUT BRITISH FASHION COUNCIL
The British Fashion Council (BFC), formed in 1983, is a not-for-profit organisation focused on the relentless innovation, responsible growth and local and global amplification of the British fashion industry. Its mission is to champion British fashion on the world stage by pioneering world class programmes that unlock and elevate British creative talent. This is fuelled by an extraordinary diverse and inspiring community of advocates, icons, experts, and fans.
The BFC amplifies excellence in creativity and its role in the UK’s cultural influence through The Fashion Awards and London Fashion Week. The BFC prepares businesses for positive change through relentless innovation with a focus on Diversity, Equity, Inclusion and Belonging (DEI&B), Web 3.0 and pivotal areas of the UK Circular Fashion Eco- system through the Institute of Positive Fashion (IPF). The BFC enables responsible growth through a dynamic, inclusive, and unified community that advocates for creativity, innovation and collectively supports the industry to grow and talent to gain access.
About Shaftesbury Capital
Shaftesbury Capital PLC (“Shaftesbury Capital”) is the leading central London mixed-use REIT and is a constituent of the FTSE-250 Index. Our property portfolio, valued at £4.8 billion, extends to 2.7 million square feet of lettable space across the most vibrant areas of London’s West End. With a diverse mix of shops, restaurants, cafés, bars, residential apartments and offices, our destinations include the high footfall, thriving neighbourhoods of Covent Garden, Carnaby, Soho and Chinatown. Our properties are close to the main West End Underground stations and transport hubs for the Elizabeth Line. Shaftesbury Capital shares are listed on the London Stock Exchange (“LSE”) (primary) and the Johannesburg Stock Exchange (“JSE”) (secondary) and the A2X (secondary).
Our purpose
Our purpose is investing to create thriving destinations in London’s West End where people enjoy visiting, working and living.
About Covent Garden:
Covent Garden is a world-class global destination in the heart of the West End, including the iconic Piazza, Market Building and surrounding streets, together with Seven Dials. The portfolio is home to over 200 retail stores including global flagships, British and independent brands as well as over 200 restaurants, bars and cafes.
www.coventgarden.london
Press contacts For all enquiries contact Full Fat: blanc@wearefullfat.com
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