Martell collaboration uses ‘brainwave technology’

Cognac house Martell has announced a ‘first-of-its-kind’ trainer collaboration with Felisha ‘Fe’ Noel, founder of womenswear brand Fe Noel.

Martell and Fe are aiming to ‘redefine personalised footwear’ by inviting attendees to attend a limited-time holiday experience, called The Martell Sneaker Atelier.

The concept will allow consumers to participate in the design of one-of-a-kind and limited edition trainers that will be created using ‘brainwave technology’.

Brainwave sensing headsets will interpret positive holiday memories into vibrant patterns incorporating Fe’s signature colour palettes, before they are translated into trainer designs.

Charlotte Raux, senior brand manager, Martell Cognac at Pernod Ricard USA, commented: “Like the swift that adorns each bottle, Martell Blue Swift is crafted for those who soar higher, those who – like Fe Noel – are boldly redefining convention.

“Fe has mastered the ability to bottle up culture with her fashion, making her the perfect creative partner for a holiday experience that marries technology with design for the ultimate gift of self-expression.”

The experience was inspired by a French holiday tradition of placing shoes by the fireplace during the holidays to be filled with gifts by morning.

The Martell Sneaker Atelier will open for one day only on 14 December, from 3pm-7pm ET at SNS in New York, located in the heart of the Meatpacking District in New York City.

Each trainer will be hand-painted live on site and receive a finishing touch by Fe, including customised gold charms designed in collaboration with New York-based jewellery artist Johnny Nelson.

Drinking-age attendees will be able to sip festive Martell Blue Swift cocktails and enjoy complimentary trainer cleaning from Jason Markk, the trusted name in premium shoe care.

“I truly believe that fashion is a language of cultural self-expression and individuality. It’s a way to communicate who you are and where you’ve come from,” said Fe.

“With this collaboration, my main objective is for people to feel good in their own skin by embracing their most precious memories and unapologetically celebrating their inner ‘standout swift’ with wearable art.”

Consumers are encouraged to sign up at themartellsneakeratelier.rsvpify.com and arrive early, as well as bring a pair of blank-canvas, white, leather trainers to design.

This year saw numerous brands turn to the world of footwear to promote their spirits. Patrón partnered with designer John Geiger to release limited edition trainers for Cinco de Mayo, while Cognac brand Larsen unveiled the limited Sneaker Edition of its VSOP bottling in a tribute to street fashion.