L’Atelier 1664 and Abraham & Thakore Announce a Creative Alliance

L’Atelier 1664, the lifestyle platform inspired by 1664 Blanc, has announced a creative association with leading Indian design house Abraham & Thakore. The partnership brings together modern French lifestyle sensibilities with contemporary Indian design.

Through this association, L’Atelier 1664 and Abraham & Thakore will collaborate on a series of curated experiences across fashion, design and culture. The initiative aims to celebrate craftsmanship, creativity and modern expressions of style by connecting Parisian elegance with Indian design thinking.

L’Atelier 1664 reflects the philosophy of 1664 Blanc – Good Taste with a Twist. As a lifestyle platform, it brings together tastemakers from fashion, design and cuisine to create immersive cultural experiences that celebrate individuality, creativity and refined living.

Abraham & Thakore are known for their distinctive approach to Indian design, combining traditional craftsmanship with modern aesthetics. For more than three decades, the design house has been recognised for its understated elegance, clean silhouettes and thoughtful use of textiles

Speaking about the association, Partha Sarathi Jha, Vice President, Marketing, Carlsberg India Private Limited shares “L’Atelier 1664 was created as a platform that brings together emerging tastes, creative styles and contemporary culture trends. Our association with Abraham & Thakore brings together modern French style with Indian design, and we look forward to creating experiences that celebrate craftsmanship, individuality and creative expression.”

The visionary designer duo, Abraham & Thakore adds, “This association with L’Atelier 1664 reflects a meeting of sensibilities – French art de vivre and the richness of Indian craftsmanship. It is a fusion of ideas that celebrates heritage, creativity, and a contemporary way of living.”

Together, the alliance forms a considered cultural exchange rather than a conventional collaboration. French modernity meets Indian craftsmanship; bold blue meets architectural white. What unites them is a belief that taste is most compelling when it carries a point of view and that true elegance lies in the confidence to add a twist.

Marking just the beginning of a creative association, the collaboration will extend beyond the runway into a series of tastefully curated events and store-led engagements across India in the months ahead.

About Carlsberg India:

Carlsberg India is a subsidiary of the Carlsberg Group, one of the world’s most respected brewing companies, headquartered in Denmark and governed by the Carlsberg Foundation – a unique ownership model that reinvests dividends into advancing science, art, and sustainability worldwide.

Since its establishment in 2007, Carlsberg India has become a leading player in the premium and super-premium beer segment. The company operates with 14 breweries across India with eight its own state-of-the-art breweries and six contract manufacturers to ensure wide availability and consistent quality. Its portfolio includes Carlsberg Smooth, Carlsberg Elephant, Tuborg Green, Tuborg Strong, Tuborg Ice Draft, Tuborg Classic, and the iconic 1664 Blanc. Through these network of production facilities and sales offices across India, Carlsberg has created thousands of jobs directly and indirectly through its trade partners, suppliers and service providers.

Carlsberg’s legacy of innovation includes the invention of the pH scale and groundbreaking work in yeast purification, shaping modern brewing science. This pioneering spirit continues to guide Carlsberg India’s brewing philosophy today.

Guided by its ESG commitments under Together Towards ZERO and Beyond, Carlsberg India is working towards a ZERO Carbon Footprint, ZERO Water Waste, ZERO Packaging Waste, ZERO Irresponsible Drinking, and a ZERO Accidents Culture, while also supporting regenerative agriculture to reduce farming’s environmental impact.

With a blend of heritage, innovation, and sustainability, Carlsberg India remains dedicated to brewing for a better today and tomorrow.