Martell unveils new visitor experience

Pernod Ricard-owned Martell Cognac has opened a new visitor experience at its Gâtebourse site, inviting drinkers to explore the people and history behind the brand.

Martell the Journey features video animations, interactive installations and 360° projections

The new experience, called Martell the Journey, aims to explore the brand’s 300-year history, from its creation by Jean Martell in 1715 to the present day.

Developed by exhibition designer Nathalie Crinière, the experience follows three themes: Heritage; Savoir-Faire, meaning knowledge; and Part des Anges, which means the angels’ share.

Through the Heritage pathway, visitors trace the history of the brand through archive material demonstrating its inception at the Gâtebourse site and the nine generations of Martell family that have lead the brand since.

In the Savoir-Faire section, visitors will be able the witness the people and skills essential to the production of Martell Cognac, while Part des Anges is a multi-sensory installation that allows Cognac fans to explore the spirit in an “entirely original way”.

The visitor experience incorporates video animations, interactive installations and 360° projections. Martell experts will also be on-hand to answer questions and share additional information and anecdotes.

As part of Martell the Journey, visitors will be able to “rise above the rooftops of Cognac” through an immersive video experience that illustrates the region’s landscape and characteristics.

After this exploration, visitors will be invited into former Cognac cellars to view life-size video installations of a winegrower, distiller and cooper, who each discuss their influence on the finished Martell Cognac.

The experience ends with a tasting of Martell Cognac in the boutique, where visitors can sample Martell VSOP Aged in Red Barrels, Martell Noblige or Martell Blue Swift.