Make no mistake: Jean Martell was so far ahead of his time. Upon founding the Maison Martell in 1715 – the oldest of the most esteemed cognac houses – he set a gold standard of refinement, sophistication, and, above all, taste, that has elevated the appreciation of brandy incomparably.
And the brand continues to raise the bar. In Singapore, Martell has lifted curtain on the all-new Martell Cordon Bleu, presenting the time-honoured cognac in an exquisite new and reimagined packaging and bottle design, along with a campaign aptly christened “Soar Beyond the Expected”, which celebrates millennials who transcend adversity and pursue their own paths to higher peaks of success and self-realisation.
These new developments from the pioneering brand unfurl in the L’atelier Martell, a first-ever pop-up concept in Southeast Asia, conceived especially for the savouring of its exclusive products. The gorgeous experiential space, bedecked in Maison Martell’s colours of blue and gold, furnishes visitors with an intimate perspective on its process of creation and boasts a slew of interactive experiences, including masterclasses as well as an invaluable up-close look at the cognac aging process, and personalised label services. It also goes without saying that the good stuff will be flowing: Speciality cocktails from $18 will be made at the on-site Bar of Swifts.
Speaking of swifts, the bird that adorns the brand’s logo is the beating heart behind the “Soar Beyond the Expected” campaign. Tapping into the symbolic power of its flight, the initiative honours the 110-year-old legacy of Martell’s Cordon Bleu and directs its transformative spirit at ambitious millennials who stand out from the crowd with their vision and tenacity. In a short film directed by legendary Hong Kong director Wing Shia, and starring two of modern cinema’s greatest leading men Vincent Cassel and Tony Leung, the spirit of the campaign is personified.
The centrepiece of the campaign is the the brand’s famed premium XO cognac. Beloved globally for generations, it now finds new life in an updated design. The bold, fearlessly adventurous moxie of the house is reflected in the iconic swift, now in a raised position on the bottle and rendered as a modern abstract design on the box. The blue ribbon, sacred to the Maison Martell, a defining visual signifier of Martell Cordon Bleu, has also been redesigned with an added emphasis on texture and vibrancy.
Then, there’s the bottle. A bona fide visual marvel, the glass bottle now reflects the sensuous, ample flavour profile of the Martell Cordon Bleu. Rounded, its emphatic curvature gleaming, its new shape pays homage to its contents in dashingly literal fashion. Within its embrace, unchanged since 1912, the prized cognac, composed of an unparalleled blend of more than 100 eaux-de-vie, luxuriates.
Raise a toast to yourself – to your goals, to your drive, to your success – with the Martell Cordon Bleu and soar today.
The L’atelier Martell runs till 29 May at Scotts Square. Limited quantities of exclusive Martell Cordon Bleu Special Edition Bottles (with custom engraving at $338/bottle) and Martell Cordon Bleu 2021 Limited Edition 1L Bottle ($348/bottle), are available for purchase.
