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New expressions: Martell Noblige Limited Edition Dressed by Jason Wu (left) and Martell VSOP Paris Style Limited Edition by Jean-Charles de Castelbajac | |
Pernod Ricard Asia Travel Retail has launched two new Martell expressions: Martell VSOP Paris Style Limited Edition by Jean-Charles de Castelbajac and Martell Noblige Limited Edition Dressed by Jason Wu.
The leading Cognac house has released the new editions ahead of the key gifting period of the year in Asia. The brand has partnered with renowned French fashion designer Jean-Charles de Castelbajac and acclaimed designer Jason Wu to produce the bottles, which are available in key airports throughout Asia, starting from last month.
Martell VSOP Paris Style Limited Edition is initially available at selected airports in Thailand, Malaysia and Singapore while Martell Noblige Limited Edition Dressed by Jason Wu is available at Hong Kong International Airport, Lo Wu Border and Shanghai Pudong International Airport.
Jean-Charles de Castelbajac has created a bottle said to be inspired by the Parisian district of Montmartre, which is claimed to be “unique, memorable and instantly recognisable”.
Entitled “˜MontMartell me a story’ this limited edition of Martell VSOP is entirely white coated with de Castelbajac’s drawings on both the bottle and the packaging. The one-litre expression, which is only available in travel retail, aims to “grab the attention of consumers at airports, especially appealing to fashion-forward travellers looking for an exclusive gift” according to the brand owner.
De Castelbajac has also worked with Martell to design an “artistic” tote bag, which will be available to consumers.
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The white-coated VSOP edition is said to be inspired by the Parisian district of Montmartre |
The second of the limited editions is designed to “reinvent the Martell Noblige universe with masculine and contemporary elements” with Jason Wu using the tuxedo as his inspiration.
Wu, who has dressed some of the most influential women in the world including First Lady Michelle Obama, has designed both the bottle and packaging for the Martell Noblige. The bottle features a black leather effect, the packaging carries on the contemporary black “˜tuxedo’ feel and houses gold accents that carry cues of Martell Noblige. The brand owner noted: “The luxury display and execution of this contemporary design will appeal to travellers in Asia who are looking for an extra special, luxury gift.”
Pernod Ricard Asia Travel Retail Marketing Manager Sandrine Tesniere said: “We are really excited to be working with artists as iconic as Jean-Charles de Castelbajac and Jason Wu. These stylish and contemporary limited editions allow us to propose unique and vibrant product offers to travellers in Asia and stand out in stores at a key period of the year. We’re confident that this strong product offering will grab the attention of existing Martell drinkers and new buyers, who are either looking for something special for themselves or an exclusive and trendy gift.”
