Kronenbourg 1664 Blanc cast its bottle as couture on a 3D Singapore facade

Take over Ten Square, Singapore with 'Bottle as art', running April 14 to May 11, 2025, elevating the brand's playful, premium Parisian aesthetic.

The landmark's digital facade was transformed into a runway of sorts using 3D billboards, executed with Plan B Media and creative agency Sangrealcorp+, with media by iProspect Singapore. Visuals reimagined the beer as a luxury fashion object leaning into its Parisian roots. The 2025 iteration followed the first 'Bottle as art' in 2024, upping the ante with couture-inspired visuals and high-impact urban placements, as part of 1664's broader push into premium lifestyle spaces across Asia — including a CLOT 'Silk Royale' collaboration debuting at ComplexCon Hong Kong.

iProspect Singapore client director Rina Sugianto said the 3D effects and premium facades brought the brand's elevated positioning to life, 'infusing Parisian flair into Singapore'; Ten Square said campaigns like this invigorate public spaces, turn heads and leave lasting impressions.

From April 14 to May 11, 2025, Kronenbourg 1664 Blanc blurred the lines between luxury and lager in 'Bottle as art', taking over Singapore's Ten Square with a bold out-of-home push positioning its iconic blue bottle as a high-fashion statement. The landmark's digital facade was transformed into a runway of sorts, using 3D billboards to capture passers-by and elevate the brand's playful, premium aesthetic.

The campaign was executed in collaboration with Plan B Media and creative agency Sangrealcorp+, with media by iProspect Singapore. From a designer puffer jacket to a burst of makeup powder shaped like the bottle silhouette, the visuals reimagined the beer as a luxury fashion object, leaning deeper into its Parisian roots.

The 2025 iteration followed last year's campaign under the same name but upped the ante with couture-inspired visuals and high-impact urban placements, part of 1664's broader push into premium lifestyle spaces across Asia — earlier that year the brand teamed with urban fashion label CLOT, blending East-meets-French design through CLOT's 'Silk Royale' pattern, debuting at ComplexCon Hong Kong. iProspect's Rina Sugianto said the brand needed a bold canvas where fashion, culture and city converge, balancing a brand personality as stylish and playful as the industry it celebrates.

Beer ads compete on volume; 1664 Blanc competes on aesthetics, so the media had to behave like a fashion campaign.

3D facade placements give the bottle the scale and production values of a luxury billboard without a fashion house's budget.

The fashion-world adjacency (CLOT, ComplexCon) made the bottle-as-couture claim credible rather than decorative.

Ten Square's high-traffic location put the premium framing in front of exactly the urban audience that buys it.

Premium is a staging decision: put your pack where couture lives — on a fashion-week facade, in 3D — and the category's price ceiling stops applying.

The takeover ran through May 11, 2025, as the second consecutive year of 'Bottle as art', anchoring 1664 Blanc's wider Asian premium-lifestyle push alongside the CLOT collaboration rollout.