Martell celebrates 130-year anniversary

Maison Martell, the oldest of the great cognac houses, is embarking on a year-long campaign to celebrate its 130-year history in Malaysia, kicking off with an interactive, multi-sensory, AI-enabled pop-up experience from Dec 1, 2023  to Jan 1, 2024, 10am-10pm daily, at the concourse of  Pavilion Bukit Jalil. 

The event promises an immersive journey through Martell’s rich history, culminating in an exclusive exhibit of Les Remarquables Martell – Edition Laurentine Perilhou, the world’s most expensive Cognac valued at RM5 million. 

“In our commitment to ‘Soar Beyond The Expected,’ we acknowledge the profound impact of intertwining historical legacy with cutting-edge technologies like AI. This anniversary pop-up mirrors Martell’s rich Malaysian journey while paving the way for the future. At its core, Martell embodies disruptive elegance, challenging conventions to craft experiences that are disruptive, innovative, and captivating,” said Liew Pooi Wan, Head of Marketing at Pernod Ricard Malaysia.

In 1894, Martell first made its debut in Malaysia, arriving at the Port of Penang, unknowingly commencing a 130-year association with the nation.

Martell’s 130th Anniversary pop-up seamlessly blends tradition with innovation. Guests begin their interactive experience in the Heritage Room, where, for the first time, the brand’s  historical archives merge with AI technology to recreate the brand’s evolution in Malaysia from 1894 to today.

At the heart of the pop-up, visitors can preview Martell’s upcoming 2024 launches and limited editions, including 130 Years in Malaysia Martell Cordon Bleu limited edition release designed by Malaysian textile artist Marcos Kueh, the Martell Single Cru Collection, the L’Or de Jean Martell Zodiac Collection’s Assemblage du Dragon and a very rare and prestigious 70-year-old Martell eaux-de-vie blend in a crystal decanter.

The pop-up offers a unique chance to explore Martell’s Chinese New Year limited editions brilliantly reimagined by renowned artist Vincent Darré’s — the Maison’s iconic Martell Cordon Bleu Global Edition and Martell Noblige, with the latter being Martell’s contemporary response to a discerning, more youthful audience in search of disruptively elegant spirits. Additionally, the Maison will introduce its vibrant Martell VSOP limited edition, a tribute to Martell’s long standing savoir-faire, with a design inspired by Pop Art influences. Visitors who purchase Martell Cordon Bleu at any of the satellite events can personalise their bottles at the pop-up in Pavilion Bukit Jalil.

The pop-up’s pièce de résistance is the Les Remarquables Martell – Edition Laurentine Perilhou exhibit. Les Remarquables Martell is Martell masterpiece decanter crafted by renowned French artist Laurentine Périlhou, who has collaborated with elite brands like Hermès, JP Gaultier, Lanvin, and Balmain. Encased in golden threaded macrame and encrusted with diamonds and sapphires, Les Remarquables Martell, the world’s most expensive cognac, houses Martell’s exquisite 70-year-aged single cru eaux-de-vie from its Private Reserve.

Martell’s Pavilion pop-up experience is complemented by satellite events that elevate the journey. Savour luxury at The Chamber Pavilion with a choice of Martell Cordon Bleu or coffee-infused Martell Noblige cocktails. Engage with the thrill of Martell’s “spin the wheel” game at Food Merchant for a chance to win exclusive merchandise. For knowledge enthusiasts, test your cognac acumen at Magnum Wines with the Martell fun fact quiz and enjoy a complimentary gift for your participation.

Visitors can follow these steps:

1. Register with the Martell Swift Concierge AI chatbot
2. Visit the pop-up and check-in via QR code provided
3. Visit at least 4 out of 5 of the checkpoints at Martell’s pop-up and satellite events
4. Earn exclusive access to the exquisite Les Remarquables Martell and more.