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Martell employs Malaysian textile artist and AI to celebrate 130 years in MY

Martell employs Malaysian textile artist and AI to celebrate 130 years in MY

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As part of its celebrations for 130 years in Malaysia, French cognac maker, Maison Martell, is collaborating with Malaysian textile artist, Marcos Kueh, for a limited-edition release of its Martell Cordon Bleu bottle.

The design, of which only 130 bottles will be made available, features elements of Malaysia’s culture and history. At the heart of the visual narrative is a hot air balloon symbolising Martell’s arrival in Malaysia over a colonial-era landscape mingled with contemporary skyscrapers. The design depicts the progression through the past, present and future in a single artwork.

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Sarawakian traditional beads, the Rafflesia flower, and motifs inspired by Malaysian woven textile art have also been delicately integrated into the composition, serving as visual symbols of Malaysia's rich cultural fabric. The fusion of traditional motifs seeks to showcase a visual narrative mirroring the blend of history and modernity that characterises both Martell and Malaysia.

In a statement to A+M, a spokesperson from Pernod Ricard, Martell’s parent company, explained that Kueh was selected for how his weaving techniques complement and embody how Martell has woven itself into Malaysian culture and society.

The celebrations will kick off with an artificial intelligence (AI) powered interactive multi-sensory experience at Martell’s pop-up store in Pavilion Bukit Jalil. Visitors can enjoy an immersive journey through Martell’s history and explore limited edition products and 2024 launches at the pop-up store.

Satellite events will complement the pop-up experience, such as a “spin the wheel” game at Food Merchant and coffee-infused cocktails at The Chamber Pavilion. Trivia enthusiasts can also test their cognac acumen at Magnum Wines with the Martell fun fact quiz and enjoy a complimentary gift for their participation.

Visitors who purchase the Martell Cordon Bleu at any of the satellite events can personalise their bottles at the pop-up in Pavilion Bukit Jalil.

At the pop-up, guests begin the interactive experience in the Heritage Room to witness the brand’s evolution in Malaysia from 1894 to the present day with historical archives merged with AI technology. Visitors can also preview the limited-edition design by Kueh here.

Other points of interest include the Martell Single Cru Collection and the L'Or de Jean Martell Zodiac Collection’s Assemblage du Dragon. Guests can also explore Martell’s Chinese New Year limited editions reimagined by French artist, Vincent Darré.

These include the Martell Cordon Bleu Global Edition and Martell Noblige, the latter of which aims to appeal to a more discerning and youthful audience. Here, the brand will also introduce the Martel VSOP limited edition with a design inspired by Pop Art influences.

The pop-up journey concludes with an exclusive exhibit of Les Remarquables de Martell – Edition Laurentine Périlhou, Martell’s limited-edition cognac valued at RM5 million. Crafted by French artist Laurentine Périlhou, the decanter adorned with intricate golden threaded macrame, diamond, and sapphire gems, and is considered a Martell masterpiece. The bottle contains Martell's single cru eaux-de-vie from its 70-year-aged Private Reserve.

In line with the brand’s aim to incorporate advanced AI technology for consumer engagement, an AI-enabled chatbot called the Martell Swift Concierge has also been developed exclusively for the pop-up.

The campaign was executed in partnership with Commas PR and Monster Interactive.

Speaking on the partnership with Kueh, Liew Pooi Wan, head of marketing at Pernod Ricard Malaysia told MARKETING-INTERACTIVE that his visionary approach vividly encapsulates the rich historical tapestry that defines Martell’s journey in Malaysia.

“Martell has woven itself into the fabric of social and family gatherings, often observed by the joyful chorus of 'yam seng'. Given Malaysia's significance as Martell’s second-largest market after China, the unique way Martell has intertwined with the nation's culture makes this collaboration truly special,” said Liew.

“Through this limited edition, I aimed to weave a visual narrative that not only revisits our rich past but also highlights the enduring and deep-rooted bond between Malaysia and Maison Martell. It's a landscape of memories, a tapestry of shared moments, symbolising how Martell is celebrated across generations," added Kueh.

Liew added that by integrating AI in the pop-up, Martell aims to showcase its Malaysian journey while paving the way for the future through experiences that are disruptive, innovative, and captivating.

Pernod Ricard, has also recently been in the news for its partnership with The Coca-Cola Company to release the Absolut & Sprite ready-to-drink cocktail. Set for release in selected European countries in 2024, the drink will combine the international premium vodka with the lemon-lime sparkling soft drink.

“This very promising and pioneering project brings together two leading companies who are committed to offering their consumers new experiences around premium products,” said Alexandre Ricard, CEO of Pernod Ricard, maker of Absolut Vodka, at the time.

Related articles:
Martell settles integrated creative pitch for SG market
Coca-Cola, Pepsi and Redbull top as world’s most valuable non-alcoholic drinks in new study
Martell Noblige appeals to Chinese youth with 'Standout Swift' campaign

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