Designed to be a gift to celebrate Chinese New Year, the bottle and box design was created in collaboration with French artist Mathilde de l'Ecotais to express the uniqueness of the Cognac, the company said. The design seeks to reflect the spirit and character of Martell.
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| Martell's The Art of Generosity campaign for Chinese New Year |
A contemporary artist and photographer, de l'Ecotais’ partnership with Martell was formed on their shared values: a profound attachment to nature and the terroir, and the use of traditional craft of the bold and modern. Exploring the Cognac’s aromas and key character, she used cyanotype, a photographic printing process that involves a cyan solution applied to paper with a brush in order to create images revealed through exposure to sunlight.
With its blue and gold coating, the bottle includes images of grapes and vine leaves overlaid with sweeping circular brush strokes to evoke the round, generous flavours of this Cognac.
The new launch is built around the art of generosity. The gift can be kept on display for years to come with a pedestal included in the pack. To reveal the treasure within, the gift receiver must pull the blue ribbons on the side of the box to unveil the bottle and trigger their curiosity.
To mark the launch, an "exciting and innovative consumer experience set to ignite travellers’ imaginations and generosity" will launch on January 1, 2019 in key Martell airport stores.
Martell Cordon Bleu Limited Edition (one litre) is available in global travel retail, Asia, the US and the Pacific from December 2018. In parity with Martell Cordon Bleu standard, the retail price is $229.
