PARIS JE T’AIME
The best things in life aren’t just free. They are ephemeral, so you have to wring the pleasure out of every moment before the due date hits. You know it won’t last. It’s a pop-up. It wasn’t meant to.
Atelier 1664 in Paris
The Atelier 1664 in Paris was one such pleasure. Kronenbourg took over Le Cercle Lebrun, a magnificent 18th century 800m2 estate in the heart of Paris with a massive garden and turned it into a massive Parisian celebration, an exciting 1664 beer experience shared by city dwellers of every persuasion, on a scale never before seen. Three weeks. That’s how long it lasted. But it was on fire for those 21 days.
LIFE IS JUST A CELEBRATION. A 1664 ATELIER CELEBRATION.
There were morning yoga classes and a co-working space surrounded by gilt, wood paneling and a whole lot of history. But it was after-dark that the fun really began. Each room in this extraordinary architectural gem was dedicated to something decadent, fun or 1664-related: A private room with a table for 16 (reservations flew out the window). And not always 16 people who knew one another. At least not at the beginning of the soirée. Workshops on brewing your own beer – and how to best serve it. 1664 Blanc tasting and blind taste testing of the whole range. Two gardens that were packed the moment Parisians got out of work to drink up the last of the day’s sun. Swings were suspended – of course they were! – for the lucky few, none of whom rushed to vacate. Hungry? Southern French food was served as was barbecue. Want to dance? There were DJs spinning every night, including hip Frenchie Breakbot, who tore it up into the wee hours on closing night. Possibly the craziest was the karaoke room. Set up for maximum participation, this was the most raucous room in the house. The later it got, the louder it got. As always, that is the perfect recipe for a good night. See you there next time!