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 that will run until 1 January 2024. Opened from 10am to 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.
Martell first made its debut in Malaysia, arriving at the Port of Penang in 1894. Since then, the brand has become synonymous with local traditions, punctuating gatherings with the joyful sound of “yam seng” at family and social gatherings. Certainly in Malaysia, Martell is a tradition.
The pop-up offers a chance to explore Martell’s Chinese New Year limited editions of the Martell Cordon Bleu Global Edition and Martell Noblige reimagined by renowned artist Vincent Darré.
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 the present day.
At the heart of the pop-up, innovative spirits await. Here, visitors can preview Martell’s upcoming 2024 launches and limited editions, including the 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, 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 130 Years in Malaysia Martell Cordon Bleu limited edition release is designed by Malaysian textile artist Marcos Kueh.
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.
To get a chance at an up-close look of the Les Remarquables Martell exhibit, register with the Martell Swift Concierge, visit the pop-up and check-in via QR code provided, and while there, visit at least four out of the five checkpoints at Martell’s pop-up and satellite events.
