Martell is inviting travellers to celebrate Chinese New Year 2019 by taking part in an exclusive travel retail virtual reality experience designed to let imaginations run free. Marking the launch of Martell Cordon Bleu Limited Edition, the Be The Artist campaign allows those taking part to create personalised art and messages on digital greetings cards.
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| Martell's travel retail virtual reality experience |
The bottle and box design for Martell Cordon Bleu Limited Edition was specially created in collaboration with French artist Mathilde de l'Ecotais, whose design aims to reflect the spirit of Martell. Bringing the gift-giving experience to life, exciting virtual reality activations across various airports allow consumers to draw inspiration from the limited-edition bottle to design their own personalised digital gift cards and share these with loved ones for the gifting season.
Those passing through Sydney, Hong Kong, Taipei, Beijing, Shanghai and Paris can access the full virtual reality showcase. Transported to the artist’s unique studio in France, the immersive experience sees participants use a digital paintbrush and palette to create personalised patterns and messages around the life-size limited-edition bottle.
Taking inspiration from the artist’s own cyanotype bottle design, the VR touch controllers present participants with a variety of colours to express themselves with. While the player is immersed in virtual reality, their experience is also broadcast to other passing travellers via large screens. Upon completion, each work of art is automatically be emailed to their creators. Alternatively, the digital greeting card can be published on social media channels or shared with friends and family to celebrate Chinese New Year.
Those purchasing the limited-edition bottle in domestic markets can also get involved by scanning the on-pack QR code. This transports them to the Be The Artist app, allowing them to create their own masterpieces.
The Martell Cordon Bleu Limited Edition virtual reality and digital experiences will run until the end of February. Martell Cordon Bleu Limited Edition (1 litre) is available in global travel retail, Asia, US and the Pacific now. In parity with Martell Cordon Bleu standard, the retail price is $229.
