French spirits group Pernod Ricard has partnered with fashion designers on two Martell Cognac limited editions for the festive period. The new
products are Martell VSOP Paris Style Limited Edition by Jean-Charles de
Castelbajac and Martell Noblige Limited Edition Dressed by Jason Wu. They were introduced
in key airports throughout Asia from November.
 |
| Martell VSOP Paris Style Limited Edition by Jean-Charles de Castelbajac |
 |
| Tote bag by Jean-Charles de Castelbajac |
Inspired by the iconic Parisian district Montmartre,
Jean-Charles de Castelbajac has created a bottle which is memorable and instantly
recognisable. Entitled ‘MontMartell me a story’, this limited edition of the
classic Martell VSOP is white coated with Jean-Charles de Castelbajac signature
drawings adorning both the bottle and the packaging. The one-litre expression,
which is only available in the travel-retail channel, aims to grab the
attention of fashion-forward travellers seeking an exclusive gift. Jean-Charles
de Castelbajac has also worked with Martell to design an artistic tote bag
which will be available to consumers.
The second of these limited editions is designed to
reinvent Martell Noblige with masculine and contemporary elements. Jason Wu has
infused the traditional craftsmanship of Martell with a sophisticated new
elegance and masculine style that is inspired by the tuxedo.
 |
| Martell Noblige Limited Edition Dressed by Jason Wu |
Wu, who dresses some of the most influential women in the
world including First Lady Michelle Obama, has designed both the bottle and
packaging for Martell Noblige. The bottle features a black leather effect that
feels soft to the touch. The packaging carries on the contemporary black tuxedo
feel and is matched against subtle gold accents. The luxury display and
contemporary design aim to appeal to gift-giving travellers in Asia.
Sandrine Tesniere, Pernod Ricard Asia Travel Retail’s marketing
manager, said: “We are really excited to be working with artists as iconic as
Jean-Charles de Castelbajac and Jason Wu. These stylish and contemporary
limited editions allow us to propose unique and vibrant product offers to
travellers in Asia and stand out in stores at a key period of the year. We’re
confident that this strong product offering will grab the attention of existing
Martell drinkers and new buyers, who are either looking for something special
for themselves or an exclusive and trendy gift.”
From November 2014, Martell VSOP Paris Style Limited
Edition will be available from selected airports in Thailand, Malaysia and
Singapore, while Martell Noblige Limited Edition Dressed by Jason Wu will be
available at Hong Kong International airport; the Lo Wu Border crossing between
Hong Kong and mainland China; and Shanghai Pudong airport.
Established in 1715, Martell celebrates its 300th anniversary in 2015.
