Martell opens ‘multi-sensory’ pop-up in Paris

Cognac house Martell has continued celebrating its 300^th anniversary with the opening of a “multi-sensory” pop-up at Charles de Gaulle airport in Paris.

Martell has opened an “Art de Vivre” multi-sensory pop-up in Paris Charles de Gaulle airport

Described as an “Art de Vivre” experience, the Paris pop-up follows a similar travel retail activation launched in Hong Kong International Airport earlier this year.

The pop-up, based in Terminal 2E, Gate M and opened in partnership with Aelia, will host a will host a series of “immersive sensory experiences” and showcase four vintage limited edition Martell blends that are available for purchase: Martell Premier Voyage (€10,000), Martell Assemblage de 3 Millesimes (€700), Martell XO Exclusive Tricentenaire Editions from (€220) and Martell Cordon Bleu from (€129).

The design of the installation is inspired by Premier Voyage, an exclusive expression made from 18 eaux-de-vie ranging from 1977 to 1868 aged in 300-year-old oak casks and enclosed in a specially-commissioned work of art by French artist, Bernar Venet.

Visitors will have the chance to take part in pairing sessions, matching Martell expressions with French chocolates. A “Discovery Table” will also feature along with archives depicting the Cognac house’s history.

“Martell is one of the top 10 prestige luxury spirits brands and this pop-up experience allows us to bring the rich history of the brand to life,” said Felicie Escoffier-Boulliat, senior brand manager at Pernod Ricard Travel Retail Europe.

“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.”

Last month, the brand revealed that German actress Diane Kruger had been recruited as its new brand ambassador for its Tricentenary year.