Cognac house Martell has launched its 300th
anniversary celebrations in Asia with a pop-up experience at Hong Kong
International airport. From now to end of February 2015, travellers will be
given a multi-sensory introduction to the French art de vivre through the art
of craftsmanship, gastronomy and tasting.
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| Martell celebrates 300th anniversary at Hong Kong airport |
Founded in 1715, Martell was established in a golden era of
French history towards the end of the reign of Louis XIV, the Sun King,
renowned for his lavish Palace of Versailles. This age of enlightenment saw the
blossoming of French literature, arts, crafts, philosophy and gastronomy that
shaped the French art de vivre, which still represents fine living today.
The elegant Martell 300th Anniversary pop-up space, located
at the airport’s north-side Departures East hall of Terminal 1, celebrates this
rich heritage with tastings of the Martell Chanteloup Cognac combined with foie
gras, personalised Chinese calligraphy and Cognac-sprayed wooden olfactory
mementos.
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| Martell display at Hong Kong airport |
At the heart of the display, which features items from the
Martell archives, such as vintage-style demi-johns, ‘montres’ bottles, books
and other authentic pieces, sits the ultra-exclusive Martell Premier Voyage.
This spirit is made from 18 eaux-de-vie ranging from 1977 to 1868, aged in
300-year-old oak casks and enclosed in its own specially-commissioned artwork by
French artist, Bernar Venet.
Two more rare 300th anniversary limited-edition Cognacs will
also be available for purchase. These include the Martell XO 300th Anniversary
Limited Edition (70cl) and the Martell XO 300th Anniversary Limited Edition
(70cl and 10cl).
Renowned calligrapher Cathy Wu Ho will create personalised
bags and bookmarks for customers at the pop-up space as a keepsake. A perfume
workshop, spraying Cognac on a wooden stick to release its aromas, will provide
a final souvenir.
Videos and interactive iPads revealing the art of Cognac
making and Martell’s history will also be available.
