THE OLDEST OF THE GREAT COGNAC HOUSES IS PRESENTING A LIMITED EDITION OF MARTELL CORDON BLEU EXTRA IMAGINED BY PIERRE-MARIE, AN ORNAMENTAL ARTIST. CALLED “MARTELL IN PARIS”.
THIS CREATION WILL BE UNVEILED EXCLUSIVELY IN A TEMPORARY TASTING AND SALES AREA IN THE HEART OF GALERIES LAFAYETTE PARIS, FROM 29 OCTOBER TO 14 NOVEMBER 2021.
Maison Martell has called upon Pierre-Marie – a French artist renowned for his ability to combine references to ancient craft techniques with the codes of contemporary art – to imagine the decoration of a limited edition of Martell Cordon Bleu Extra. This cognac, which pays tribute to the iconic Martell Cordon Bleu created in 1912 by Edouard Martell, is recognized as the intense aromatic expression of the Martell style.
The limited-edition Martell in Paris is inspired by the Universal Exhibition held in Paris in 1900, the first of the 20th century. This event allowed France to spread its art of living and its know-how throughout the world, during the period known as the Belle Epoque.
It was in this context that the Universal Exhibition took place, in which the House of Martell was represented by Edouard Martell, who also chaired the delegation from Cognac to Paris.
The joyful and poetic fresco designed by Pierre Marie for the bottle and the box that houses it – of Martell Cordon Bleu Extra – evokes the popular fervor that surrounded this historic event and the festive atmosphere that reigned over the City of Light for seven months.
The limited-edition Martell in Paris took on its full narrative dimension when I discovered the archives of the House of Martell related to the 1900 Universal Exhibition and consulted the photos and films of the period that recounted this extraordinary event. I wanted to illustrate these two related stories,” explains Pierre Marie.
Martell Cordon Bleu Extra is a blend of more than 200 Eaux-de-vie that includes a particularly generous proportion of eaux-de-vie from the Borderies terroir, the signature cru of the House of Martell since its founding in 1715. The result is an infinitely smooth and round, intense and harmonious taste. Notes of blackcurrant and dried fruit dominate, along with notes of candied orange that create a long finish.
For the exclusive unveiling of the limited edition of Martell Cordon Bleu Extra, Maison Martell has chosen to set up shop in the historic dome of Galeries Lafayette Paris, the temple of French art de vivre. In this ephemeral space, inspired by the décor of the limited edition and located on the second floor of the department store, consumers will be able to taste this XO cognac, guided by an ambassador, or live a virtual reality experience that will plunge them into the heart of the House’s tercentenary heritage. This space will then go to meet Chinese customers – at Galeries Lafayette in Shanghai – to introduce them to the history of Martell in Paris for the end of the year and the Chinese New Year.
PRACTICAL INFORMATION
Sale and exclusive tasting space on the 1st floor of Galeries Lafayette Paris From October 29 to November 14, 2021
From November 15, 2021 to February 15, 2022 at Galeries Lafayette Shanghai
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