Coinciding with its tricentenary celebrations, Cognac Martell – and Aelia – have opened a new pop up voyage of Martell Art de Vivre installation at Paris Charles de Gaulle Airport 2E Gate M. This follows the debut of the sensory standalone initiative at Hong Kong International Airport earlier this year.

 

Commenting, François Plantecoste, Director Global Travel Retail said: “This pop-up store was designed to celebrate the quest which Jean Martell started 300 years ago to craft the distinctive taste of Martell eaux de vie.

 

“The fully interactive installation is homage to Martell’s three celebrated pillars: tasting, craftsmanship and gastronomy”.

 

As previously in Hong Kong Airport, the pop-up is designed to create a memorable sensory and shopping experience for travellers, along with ‘a unique and rare opportunity’ to buy any one of four vintage limited edition Martell blends.

 

 

Felicie Escoffier-Boulliat, Senior Brand Manager, Pernod Ricard Travel Retail Europe said: “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.

 

“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.”

 

The company says that Martell 300 Multi-Sensory Experience will offer consumers a multi-sensory experience and the chance to explore the true taste of Martell at a pairing session. This showcases a selection of the new limited edition Cognacs matched with French chocolates. A leather embossing service offers a personalised premium touch to travel leather goods as a gift with purchase.

 

Travellers walking by the pop-up in terminal 2E gate M will be invited to connect to Martell’s private digital network via their smartphone. Consumers will then be invited to register for their Martell multi-sensory experience and indulge in the full Martell Tricentenary celebration.

 

The installation design is inspired by Martell’s Tricentenaire special edition: the Premier Voyage. The company says this is made with eau de vie dating back to 1868, which has been stored in a barrel made from a 300-year old oak tree. It is now available in limited quantities from €10,000 ($11,132).

 

Alongside the Martell Premier Voyage, three other vintage Martell eaux de vie limited editions will be available for purchase at the Martell pop-up store in Charles de Gaulle airport. Martell Assemblage de 3 Millesimes €700 ($778), Martell XO Exclusive Tricentenaire Editions from €220 ($245) and Martell Cordon Bleu from €129 ($144).