L’Atelier 1664, the lifestyle platform inspired by 1664 Blanc, has announced a creative association with Abraham & Thakore, with Partha Sarathi Jha, Vice President, Marketing, Carlsberg India Private Limited, saying the partnership will bring together emerging tastes, contemporary culture, and craftsmanship through curated experiences across fashion, design, and culture.
A new cultural and design association is taking shape as L’Atelier 1664 partners with Abraham & Thakore to bring together modern French lifestyle sensibilities and contemporary Indian design.
The association will unfold through a series of curated experiences across fashion, design, and culture, with the stated aim of connecting craftsmanship, creativity, and modern expressions of style. Positioned as a meeting point between Parisian elegance and Indian design thinking, the initiative is being framed as a cultural exchange rather than a conventional brand collaboration.
L’Atelier 1664 is the lifestyle platform inspired by 1664 Blanc and reflects the philosophy Good Taste with a Twist. The platform brings together voices from fashion, design, and cuisine to create immersive cultural experiences centred on individuality, creativity, and refined living.
Abraham & Thakore have built their design identity through a distinct approach that combines traditional craftsmanship with modern aesthetics. For more than three decades, the design house has been associated with understated elegance, clean silhouettes, and a thoughtful use of textiles.
Partha Sarathi Jha, Vice President, Marketing, Carlsberg India Private Limited, said, “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.”
Abraham & Thakore said, “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.”
The two sides have described the alliance as one shaped by shared point of view and design sensibility. In that framing, French modernity meets Indian craftsmanship, while a distinct visual contrast of bold blue and architectural white becomes part of the association’s identity.
The collaboration is expected to extend beyond the runway into a wider calendar of curated events and store led engagements across India in the coming months, marking the beginning of an ongoing creative association.
At Prittle PrattleNews, featuring you virtuously, we celebrate the commitment and innovation. Led by Editor-in-Chief Smruti Bhalerao, our platform is dedicated to sharing impactful stories that inspire change and create awareness. Follow us on LinkedIn, Instagram, and YouTube for more stories that matter.
