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As part of its 130th anniversary celebration in Malaysia, Maison Martell, the oldest of the great cognac houses, is organising a year-long campaign. The campaign kicks off with an interactive and multi-sensory pop-up experience that began on 1 December 2023, and runs through 1 January 2024, daily from 10 a.m. to 10 p.m. at the Pavilion Bukit Jalil concourse. The event promises to take visitors on an immersive trip through Martell’s rich history, ending in an exclusive presentation of Les Remarquables Martell – Edition Laurentine Perilhou, the world’s most expensive Cognac, priced at RM 5 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,”
Liew Pooi Wan, Head of Marketing at Pernod Ricard Malaysia
When Martell arrived at the Port of Penang in 1894, it inadvertently marked the start of a 130-year relationship with Malaysia. The brand has grown to be associated with local customs, such as the sound of “yam seng” at social and familial events.
Martell’s 130th Anniversary pop-up elegantly combines innovation and heritage. Visitors start their interactive experience in the Heritage Room, where for the first time, AI technology and the brand’s historical archives combine to recreate the brand’s development in Malaysia from 1894 to the present day.
The pop-up’s innovative spirits are located at its centre. The 130 Years in Malaysia Martell Cordon Bleu limited edition release, created by Malaysian textile artist Marcos Kueh, the Martell Single Cru Collection, the Assemblage du Dragon from the L’Or de Jean Martell Zodiac Collection, and a very rare and prestigious 70-year-old Martell eaux-de-vie blend in a crystal decanter are just a few of the upcoming 2024 launches and limited editions that visitors can preview here.
The pop-up presents an opportunity to experience two of Martell’s splendidly reimagined Chinese New Year limited editions by renowned artist Vincent Darré: Martell Noblige, which is Martell’s contemporary response to a discerning, younger audience seeking disruptively elegant spirits, and the iconic Martell Cordon Bleu Global Edition of the Maison. The Maison will also debut its colourful Martell VSOP limited edition, which pays homage to Martell’s long-standing expertise and features a Pop Art-inspired design. At the pop-up in Pavilion Bukit Jalil, guests who purchase Martell Cordon Bleu at any of the satellite events can customise their bottles.
Les Remarquables Martell – Edition Laurentine Perilhou is the pop-up’s show-stopper. The renowned French artist Laurentine Périlhou, who has worked with high-end companies like Hermès, JP Gaultier, Lanvin, and Balmain, created the masterpiece decanter known as Les Remarquables Martell. Exquisite 70-year-aged single cru eaux-de-vie from Martell’s Private Reserve is housed in Les Remarquables Martell, the world’s highest-priced cognac, which is encased with golden interwoven macrame and adorned with sapphires and diamonds.
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Satellite events complement Martell’s Pavilion pop-up experience. Enjoy opulence at The Chamber Pavilion Bukit Jalil while sipping on a coffee-infused Martell Noblige cocktail or Martell Cordon Bleu. Try your luck at Martell’s “spin the wheel” game at Food Merchant to enter to win exclusive merchandise. You can also take the Martell fun fact quiz at Magnum Wines to see how knowledgeable you are about cognac and receive a free gift for your participation.
To stand a chance to view the Les Remarquables Martell exhibit, simply follow these steps:
- Register with the Martell Swift Concierge AI chatbot
- Visit the pop-up and check-in via QR code provided
- Visit at least 4 out of 5 of the checkpoints at Martell’s pop-up and satellite events
- Earn exclusive access to the exquisite Les Remarquables Martell and more
AI-enabled chatbot Martell Swift Concierge was created just for the pop-up. The use of cutting-edge AI technology for customer connection is consistent with Martell’s innovative spirit and demonstrates its forward-thinking mindset. The sophisticated AI concierge has the ability to improve the customer experience by providing the refined and forward-thinking experience that Martell is known for.
It was quite an experience viewing a RM5 million bottle of Martell! I had no idea that the brand has been in Malaysia for over a century! That’s some history indeed! This campaign provides you with a good opportunity to purchase some limited edition bottles for yourself or for your family, friends or clients for this festive season or for the upcoming Chinese New Year. Get them personalised at the pop-up for the added touch of exclusivity and thoughtfulness.
RSVP Now with the Martell Swift Concierge at 130years.martell.com
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Photo credits: Pernod Ricard Malaysia and author’s own