Visitors can submit details of their most memorable moments and receive a personalised serve from a virtual drinks strategist.

Maison Martell has launched a series of activations in key airports worldwide (Hong Kong, Singapore, Shanghai, Los Angeles and Paris) to celebrate the new refreshed look for its Martell XO Cognac.

A striking retail space design inspired by the Martell XO arch, the area entices consumers to learn more about the brand. The digital experience allows visitors to submit details of their most memorable moments and receive a personalised serve from a virtual drinks strategist.

As well as having the opportunity to try the product on site, the experience is completed by receipt of a premium card detailing their chosen moment and Martell XO Cognac pairing recommendation.

To complement this experiential experience, the refreshed look is brought to life through a partnership with JCDecaux Airport Media, connecting with travellers throughout their airport journey.

The new bottle is based on an arch-shape design and moulds together a bold and contemporary design with a refined brushed-gold trim.

Martell XO activations are now live at Hong Kong International, Singapore Changi, Shenzhen, Los Angeles International and Paris Charles De Gaulle Airports. The new Martell XO Cognac is available in GTR locations with a recommended retail price of $283.