L’Atelier Martell will allow visitors an intimate view into Martell’s spirit of creation, blending and tasting with a series of interactive experiences.
Visitors are free to explore the L’Atelier Martell space and visit the Bar of Swifts, where speciality cocktails are served, starting from $18.
Offering a peek into the cognac ageing process, the Cognac from the Cask experience allows guests to fill their own montre sampling bottle — with a personalized label directly from an authentic oak barrel shipped from Cognac, containing a VSOP blended exclusively for L’Atelier Martell. Only limited to 300 bottles, each 70cl bottle price
starts from $128 and is specially labelled with a bottle number. Guests can top up an additional $60 to choose special bottle numbers consisting of the lucky number “8”.
Brand ambassadors will also host cognac tasting masterclasses at $50/pax for three signature blends: Martell VSOP, Martell Noblige — launched in Singapore last year and Martell Cordon Bleu, which turns 110 years old this year with its own relaunch campaign.
Part of the Martell Masterclass series, the pop-up also features a VSOP blending masterclass that will be conducted in a recreated space inspired by the Cellar Master’s atelier. At $100/pax, guests can create their own blend of cognac and take home a personalized montre. An XO blending masterclass is also available exclusively to members of Pernod Ricard’s Le Cercle programme and selected Partners.
Slot for the Martell Masterclass: Art of Blending VSOP and Masterclass: Cognac Tasting can be reserved via the L’Atelier Martell website.
L’Atelier Martell will also offer custom bottle engravings for the Martell Cordon Bleu that will retail at $338/bottle, giving guests the option of engraving exclusive motifs, names or personal messages.
The new Martell VSOP bottles featuring an all-new design leveraging The Swift as a key feature will also be available for sale at the pop-up.
Other limited-edition bottles that will retail at the event include Martell Cordon Bleu 2021 Limited Edition 1L Bottle, Martell VSOP Special Edition by Jacky Tsai and Martell Noblige Singapore City Limited Edition, which will feature iconic landmarks of Singapore’s cityscape in its design.
AN ELEGANT NEW DESIGN
The relaunch of the timeless cognac presents itself in a new pack design with an elegantly contemporary bottle shape.
The swift, the historic emblem of Maison Martell, which expresses the free, daring spirit of the House, appears both as a raised motif on the glass bottle and as a contemporary, abstract pattern on the box.
The historic seal of the Martell family and eponymous blue ribbon — the heritage identifiers of Martell Cordon Bleu — have also been carefully revamped with added texture and vibrancy.
Finally, the punt in the base of the bottle has been redesigned with an accentuated curve, evoking the famously round, generous taste of Martell Cordon Bleu, while its name is printed in handwritten letters on the label to emphasize the cognac’s unique character and personal bond with the drinker.
L’Atelier Martell runs from Sunday, 3 April to Wednesday, 29 May 2022, 11.00am to 10.00pm daily, at Scotts Square, #01-01.
Admission is free with patrons highly encouraged to book a slot for their visit at http://mar.tl/lateliermartellsg