The oldest of France’s great cognac houses treats travelling connoisseurs to a multi-sensory experience introducing the arts of craftsmanship, gastronomy and tasting.
Founded in 1715, legendary cognac house Martell has launched its tercentenary celebrations in Asia with a unique pop-up experience at Hong Kong International Airport. From now to end of February 2015, discerning travellers will be given a multi-sensory introduction to the French ‘Art de Vivre’ that Martell has come to embody through the art of craftsmanship, the art of gastronomy and the art of tasting.
Martell came into being in a golden era of French history towards the end of the reign of Louis XIV, the Sun King, renowned for his lavish Palace of Versailles. This age of enlightenment saw the blossoming of French literature, arts, crafts, philosophy and gastronomy that shaped the French ‘Art de Vivre’ which still represents fine living today.
The elegant Martell 300th Anniversary pop-up space, located at the airport’s North-side Departure East Hall of Terminal 1, celebrates this rich heritage with tastings of the refined Martell Chanteloup cognac combined with delicious foie gras, personalised Chinese calligraphy and cognac-sprayed wooden olfactory mementos.
At the heart of the display, which features evocative items such as vintage-style demi-johns, ‘montres’ bottles, books and other authentic items from the Martell archives, sits one of the rare examples available in Asia of the ultra-exclusive Martell Premier Voyage. This precious gem is made from 18 eaux-de-vie ranging from 1977 to 1868 aged in 300-year-old oak casks and enclosed in its own specially-commissioned artwork French artist, Bernar Venet.
Two more very rare 300th Anniversary limited edition cognacs will also be available for purchase. These include the Martell XO 300th Anniversary Limited Edition (70cl) and the Martell XO 300th Anniversary Limited Edition (70cl and 10cl).
Activities at the pop-up space, as well as videos and interactive iPads revealing the art of cognac making and Martell’s history, will be available throughout the day. Tastings of Martell Chanteloup will take place between 10am and 7pm; and the perfect accompaniment – Rougie’s Foie Gras – will be available from 11.30am to 1.30pm and 6pm to 8pm.
Reflecting the craftsmanship that goes into every blend of cognac and the affinity with customers in Asia, renowned calligrapher Cathy Wu Ho will skillfully create personalised bags and bookmarks for customers from at the pop-up space in the afternoon as a special keepsake. A perfume workshop, spraying cognac on a wooden stick to release its unique aromas will educate and provide a final souvenir of the special position Martell holds in the joyous ‘Art de Vivre’.
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