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The French beer brand unveils a bold new partnership with global icon Robert Pattinson, a creative campaign celebrating a multi-faceted take on the idea of good taste
LONDON, Oct. 1, 2025 /PRNewswire/ -- Premium French beer brand 1664 is proud to announce the start of an exciting new chapter, with the appointment of acclaimed actor, producer and global cultural icon Robert Pattinson as its first global brand ambassador.
At the heart of this new partnership is a bold global campaign set to launch in 2026, which unveils a cinematic exploration of contrasting perspectives on good taste. The campaign concept will be directed by acclaimed filmmaker, Brady Corbet. Corbet's most recent feature film, The Brutalist, was released in 2024 to critical acclaim and garnered 10 nominations at the Academy Awards in the categories of Best Director and Best Original Screenplay. He's also won the Silver Lion at the Venice International Film Festival and Best Director at the Golden Globes.
This collaboration marks an exciting new chapter for 1664, bringing together Pattinson's unique style and point of view with the brand's Parisian roots and effortless sophistication. Together, they invite the world to see 'good taste' from fresh angles, with 1664 positioned as the beer that brings people together.
Pairing Robert Pattinson and Brady Corbet signals an audacious creative leap for 1664, which blends sophistication with a distinctive edge. This collaboration embodies the spirit of 1664: unconventional, effortlessly stylish and confident.
"We're thrilled to unite Robert Pattinson and Brady Corbet, two icons of modern creativity, to create a campaign that dramatises the debate of good taste," says Nikola Maravic, Global Marketing Director, 1664. "Together, their unique personalities and creative styles challenge convention, with 1664 being at the heart of the discussion. Our longstanding mission to elevate beer into a premium lifestyle experience is underway. This is only the first sip, stay tuned for more to come."
Pattinson's involvement brings a new energy to 1664's world with a playful resolution that everyone can agree on: that 1664 is good taste.
Maravic continues: "With Robert as the face of our next global campaign, we have a unique opportunity to take 1664 into new cultural territory and reach audiences in exciting new ways. This is more than a partnership – it's a statement of intent."
Watch this space – an unexpected twist awaits.
About 1664 Blanc
Blue in bottle and iconic in flavour. 1664 Blanc is a light and refreshing premium beer, with a hint of spice and twist of citrus. Perfect for moments with friends. To find out more please visit @1664ukblanc.
The French beer brand unveils a bold new partnership with global icon Robert Pattinson, a creative campaign celebrating a multi-faceted take on the idea of good taste
LONDON, Oct. 1, 2025 /PRNewswire/ -- Premium French beer brand 1664 is proud to announce the start of an exciting new chapter, with the appointment of acclaimed actor, producer and global cultural icon Robert Pattinson as its first global brand ambassador.
At the heart of this new partnership is a bold global campaign set to launch in 2026, which unveils a cinematic exploration of contrasting perspectives on good taste. The campaign concept will be directed by acclaimed filmmaker, Brady Corbet. Corbet's most recent feature film, The Brutalist, was released in 2024 to critical acclaim and garnered 10 nominations at the Academy Awards in the categories of Best Director and Best Original Screenplay. He's also won the Silver Lion at the Venice International Film Festival and Best Director at the Golden Globes.
This collaboration marks an exciting new chapter for 1664, bringing together Pattinson's unique style and point of view with the brand's Parisian roots and effortless sophistication. Together, they invite the world to see 'good taste' from fresh angles, with 1664 positioned as the beer that brings people together.
Pairing Robert Pattinson and Brady Corbet signals an audacious creative leap for 1664, which blends sophistication with a distinctive edge. This collaboration embodies the spirit of 1664: unconventional, effortlessly stylish and confident.
"We're thrilled to unite Robert Pattinson and Brady Corbet, two icons of modern creativity, to create a campaign that dramatises the debate of good taste," says Nikola Maravic, Global Marketing Director, 1664. "Together, their unique personalities and creative styles challenge convention, with 1664 being at the heart of the discussion. Our longstanding mission to elevate beer into a premium lifestyle experience is underway. This is only the first sip, stay tuned for more to come."
Pattinson's involvement brings a new energy to 1664's world with a playful resolution that everyone can agree on: that 1664 is good taste.
Maravic continues: "With Robert as the face of our next global campaign, we have a unique opportunity to take 1664 into new cultural territory and reach audiences in exciting new ways. This is more than a partnership – it's a statement of intent."
Watch this space – an unexpected twist awaits.
About 1664 Blanc
Blue in bottle and iconic in flavour. 1664 Blanc is a light and refreshing premium beer, with a hint of spice and twist of citrus. Perfect for moments with friends. To find out more please visit @1664ukblanc.
** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **
1664 Announces Robert Pattinson as New Global Brand Ambassador
SHENZHEN, China, April 1, 2026 /PRNewswire/ -- On March 30, Delonix Group presented two new initiatives at its 2026 strategy conference: Genie AI, embedded in its Betterwood App, and a customer experience framework known as the Heavenly Stems & Earthly Branches Model.
Individually, they resemble product and service upgrades. Taken together, they suggest something more structural: an attempt to replace the logic on which the hospitality industry has operated for decades.
For most of its modern history, the sector has been governed by a simple equation—growth through physical expansion. More rooms, better locations, higher occupancy. Scale was both strategy and moat.
That equation is beginning to break.
Chairman Zheng Nanyan framed the shift not as cyclical, but structural. The convergence of maturing consumer expectations and rapidly deployable AI systems is eroding the effectiveness of asset-led growth. Standardization, once a tool for efficiency, now produces indistinguishable experiences. Capital intensity, long tolerated, is becoming a constraint.
What is emerging in its place is not a more efficient version of the same model, but a different organizing principle altogether: demand, not supply, as the system's point of origin.
From Capacity to Interpretation
In this emerging model, the central problem is no longer how to build and fill capacity, but how to interpret and respond to fragmented, real-time customer intent.
This is where Delonix is positioning Genie AI.
Unlike most applications of AI in hospitality—which tend to sit at the interface level—Genie AI is designed to sit in the middle of the system, between intent and execution. It does not simply respond to requests; it structures them.
A guest interaction—whether through app input or voice—is translated into a sequence of executable tasks, routed through a centralized decision layer, and distributed to the nearest available human resource, before feeding back into the system as data.
The technical architecture is not unprecedented. What is notable is the ambition to make it foundational.
If it works as intended, service ceases to be a function of individual responsiveness and becomes instead a property of the system itself. Variability, historically managed after the fact, is designed out at the level of coordination.
In that sense, AI is no longer augmenting service. It is defining its boundaries.
Standardization Was the Solution. Now It Is the Constraint.
The industry's previous growth model depended on standardization: replicable rooms, predictable services, consistent delivery across locations. This enabled scale, but at the cost of differentiation.
As consumer expectations evolve, that trade-off is becoming less acceptable.
Delonix's response is not to abandon standardization, but to layer variability on top of it—systematically.
The Heavenly Stems & Earthly Branches Model introduces a framework in which products and services are no longer fixed configurations, but evolving modules. Customer interaction becomes an input into how the product itself is iterated over time.
The implication is subtle but significant.
Hotels are no longer static assets with service attached. They become adaptive systems, where the product is continuously reshaped by usage.
For customers, this promises a form of progression—an experience that accumulates rather than resets. For operators and investors, it suggests a shift from one-off capital deployment to ongoing, incremental reconfiguration.
In both cases, the underlying assumption is the same: value is not embedded in the asset, but generated through interaction.
Control Shifts to the System Layer
What ties these elements together is not technology alone, but control.
In the traditional model, control resided in assets—ownership, location, physical scale. In the emerging model, it moves upward, into the system layer that interprets demand, allocates resources, and continuously adjusts the product.
This shift has implications beyond efficiency.
A system that can interpret intent, coordinate execution, and learn from outcomes begins to set the terms of competition. The advantage no longer lies in having more assets, but in having a better system for deciding how those assets are used.
In that sense, AI is not just infrastructure. It is governance.
An Industry at the Edge of Repricing
China's broader push to integrate AI into industrial and consumer systems provides the backdrop for this shift. Policy frameworks such as the State Council's "AI+" initiative are accelerating deployment, but the more consequential changes are happening at the level of business models.
Hospitality is one of the more exposed sectors.
As the marginal return on physical expansion declines, and as customer expectations become more fluid, the industry is moving toward a repricing of what constitutes value. Scale, once the primary moat, is becoming easier to replicate and harder to defend.
What replaces it is still being defined.
Delonix's approach offers one possible direction: treating demand as a continuously generated input, and building systems capable of capturing and compounding it. Whether this model proves durable remains to be seen. But its premise is clear.
The future of hospitality may depend less on how hotels are built, and more on how they think.
About Delonix Group
Delonix Group is a leading international hospitality and experiential consumption group in the Asia-Pacific region. Ranked 14th globally, the Group partnered with Marriott International to launch the world's first dual-branded luxury property: MajesTang Hotel • A Tribute Portfolio Hotel, while independently creating MaisonLee, a Tang-inspired premium business travel brand. As one of the first Chinese hotel groups to expand overseas, Delonix has established a presence in high-potential markets such as Japan and Indonesia, now spanning more than 200 cities worldwide. Its portfolio encompasses Swiss-Belhotel, Artotel, Model J, hotel MONday, and other brands, positioning the Group at the forefront of building a new generation global platform for high-end hospitality and culturally immersive travel.
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When Demand Becomes the System: Delonix and the Rewriting of Hospitality's Operating Logic
