Shenzhen, China, 16 September 2020. Maison Martell officially inaugurated L’Atelier Martell Shenzhen an exceptional boutique dedicated to tasting, exploration and exclusive product offerings. This opening took place through an innovative, online event with a live between Cognac and Shenzhen. The first illustration of the House’s new retail concept, which is designed to be rolled out globally, L’Atelier Martell Shenzhen invites clients to immerse themselves in the world of Maison Martell through state-of-the-art interactive, connected experiences.
“ Today, we are proud to celebrate a new landmark in the 300-year history of our House. L’Atelier Martell is an innovative concept, which reflects our vision of elevating cognac into an experience that puts the client front and centre. With L’Atelier Martell, we are offering our clients new ways to explore, immerse and engage. We are bringing them audacious experiences through which they can discover our heritage, our savoir-faire and our cognacs as never before.”
— César Giron,
Chairman & CEO Maison Martell
MORE THAN A STORE, A MUST- VISIT DESTINATION L’Atelier Martell is designed to become a must-visit destination uniting savoir-faire, digital technology and one-of-a-kind products and services. To launch its new retail concept, Maison Martell naturally chose Shenzhen, a city known for its dynamism, modernity and cutting-edge technology – a city which, like Maison Martell, has its sights on the future.
True to the spirit of generosity for which Maison Martell is renowned, L’Atelier Martell welcomes visitors in a warm and luxurious ambiance featuring authentic elements directly from Cognac. Its name derives from the French word for a craftsman’s workshop, and its design was inspired by the Atelier of the Martell Cellar Master – notably the spectacular display of more than 200 montres (glass sampling bottles), which showcases the myriad nuances of cognac. Elsewhere, a wall of oak barrels from the Martell cooperage and selected pieces from the archives illustrate the House’s heritage of craftsmanship. These are complemented by materials such as wood and copper, evoking the cognac-making process, which are interpreted in original, contemporary ways to show how Maison Martell boldly transforms tradition.
A GLOBAL CONCEPT WITH STRONG LOCAL RELEVANCE
Local culture is fundamental to the global concept of L’Atelier Martell. Accordingly, the new 160-m² boutique aims to establish strong ties between Maison Martell and the city of Shenzhen. The city skyline is spotlighted on a collector’s edition of Martell Noblige, available exclusively in L’Atelier Martell Shenzhen, with the choice of this vibrant cognac reflecting the city’s dynamic spirit. Maison Martell also commissioned the local art collective Jiu Society to express the audacious vision of the House through a striking reinterpretation of the famous portrait of the founder Jean Martell. Throughout the year, L’Atelier Martell Shenzhen plans a varied programme of events, including collaborations at the leading edge of lifestyle, food and fashion trends.
