FRANCE. In a continuation of its tricentenary celebrations, Martell has launched a pop-up installation at Paris Charles de Gaulle (CDG) Airport to bring the French “˜Art de Vivre’ to travellers.
The pop-up concept made its travel retail debut at Hong Kong International Airport earlier this year, and will reside at CDG terminal 2E Gate M from now until 31 August 2015.
Designed to celebrate the quest which Jean Martell started 300 years ago, the fully interactive installation pays homage to Martell’s three pillars: tasting, craftsmanship and gastronomy. The pop-up space will host a series of immersive sensory experiences and showcase four vintage limited-edition Martell blends that are available for purchase.
Pernod Ricard Travel Retail Europe Senior Brand Manager Felicie Escoffier-Boulliat commented: “Martell is one of the top ten prestige luxury spirits brands and this pop-up experience allows us to bring the rich history of the brand to life. The numbers of consumers travelling through airports are on the steep incline making travel retail a critical channel for premium and luxury spirits, so we are thrilled to be working with Aelia to showcase the new limited-edition products at this pop-up concept store.”
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The pop-up space will host a series of immersive sensory experiences |
Travellers will be invited to connect to Martell’s private digital network via their smartphones, where they can then register for their Martell multi-sensory experience and take part in the celebrations.
They can learn more about the brand through tastings of a selection of the new limited-edition Cognacs, paired with French chocolates, while browsing the interactive “˜Discovery Table’ with tasting notes of the signature Martell expressions.
The design of the pop-up installation is inspired by Martell’s Tricentenaire special edition: the Premier Voyage. This exclusive product 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. It is available in limited quantities from €10,000.
Alongside the Martell Premier Voyage, three other vintage limited editions will be available for purchase: Martell Assemblage de 3 Millesimes (€700), Martell XO Exclusive Tricentenaire Editions (from €220) and Martell Cordon Bleu (from €129).
An embossing service is also available for the travel leather goods that are being offered as a GWP.
