Martell launches it's first-ever Hong Kong Boutique, “L’Atelier MARTELL”

Explore Martell House’s historic heritage and savoir-faire, through captivating experiences and exclusive offerings

On December 9, 2021, Maison Martell will officially launch the L’Atelier Martell Hong Kong boutique, the first of its kind in the prominent metropolis.

The three-month boutique dedicated to the tasting and exploration of Martell’s esteemed range of cognacs. The concept invites patrons to explore the history and heritage of the brand’s inimitable sense of craftsmanship, finding an ideal balance between its long-established savoir-faire and an exhilarating new world of experiences.

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MARTELL’S PRESTIGIOUS EXPERIENTIAL CONCEPT

L’Atelier Martell will invite patrons to fully immerse themselves into the world of Maison Martell, through a unique range of state-of-the-art experiences as well as exclusive product offerings.

The L’Atelier name harks back to an age-old craftsman workshop in the traditional French sense, with the boutique conceived as a destination to explore Martell’s vast history and heritage. The design of L’Atelier Martell Hong Kong is particularly unique, paying tribute to the history of the illustrious cognac house, its inspiration directly sourced from the Atelier of Martell’s Cellar Master.

Homage has been paid to his vast experience through a wall display featuring over 100 montres cognac sampling bottles, as well a barrel zone featuring French oak casks. All throughout, the boutique features elements of wood and copper, evoking the materials involved in the decades-long cognac-making process, interpreted via contemporary methods to showcase Maison Martell’s bold transformations across the years.

The premium experiential concept is a unique blend of traditional and contemporary, staying true as ever to the spirit of generosity for which Maison Martell is renowned.

AN ARRAY OF INNOVATIVE AND EXCLUSIVE EXPERIENCES

The L’Atelier Martell concept showcases its truest expression, through an impressive array of personalized services and experiences, placing patrons above all else. Among the array of offerings available at L’Atelier Martell Hong Kong, include digital workshops dedicated to the House of Martell, blending experiences that allow patrons to create their own styles in-house, personalized engraving services, as well as a cask experience where visitors draw cognac straight from the barrel.

An essential highlight is the ‘Virtual Journey to Martell’s Chateau de Chanteloup’, a digital experience where patrons are invited on a virtual journey across the four seasons, exploring life at Chateau de Chanteloup – the soul of the Maison Martell– while guided on a tasting across three signature Martell cognacs: VSOP, Noblige and Cordon Bleu.

In our Art of Blending Area, visitors are invited to learn about Martell’’s distinct sense of craftsmanship and experience first-hand various elemental effects on our cognacs. The VSOP Blending Experience allows participants to create their own blend while experiencing at first hand the effect of different eaux-de-vie on the aromatic profile of a cognac. The Extra-Old Blending Experience, meanwhile, demonstrates the influence of terroir and spotlights the distinct characteristics of two prestigious crus, Borderies and Grande Champagne.

A PERFECT GIFT FOR COGNAC LOVERS

 As a global concept with locations around the world, Hong Kong is a natural step forward for its L’Atelier concept. With the city instilled with its own vibrant identity and distinct sense of culture, the boutique will showcase the exclusive new Martell Noblige Hong Kong Edition – a limited-edition bottling only available in January 2022. its bottle adorned with such renowned landmarks as the city’s skyline, Peak Tram, double-decker tram as well as its iconic neon lights.

The Cognac from the Cask Experience features a VSOP blended exclusively for our concept by Martell Cellar Master, Christophe Valtaud. The Aromatic Oak blend offers subtle notes of spice that pairs well with Asian cuisine. Patrons are offered the rare chance to draw cognac straight from our casks (shipped in from France’s Cognac region) into an exclusive montre sampling bottle, all finished with their own hand-printed label.

Personalisation also takes pride of place at our concept and is ideal for gifting. Patrons can custom-engrave select Martell cognac bottles available at the boutique, exclusively in-store.

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