LOOK Pernod Ricard celebrates Martell's 300 years with an air gallery

Bates CHI&Partners Singapore has launched an Augmented Reality art exhibition, showcasing new artworks by 15 local artists.

The exhibition as seen through a mobile app is juxtaposed against Singapore’s skyline in the Marina Bay area. This is part of an integrated marketing campaign to mark the 300th anniversary of Martell, one of the oldest of the cognac houses in the world.

As Martell’s Tricentenary year coincided with Singapore’s Golden Jubilee, the idea was for Martell to gift the nation, which prides itself on excellence and an important arts hub in Asia, with a unique art experience.The Martell AiR Gallery is now a permanent art exhibition in the air and is free for access by anyone with a smart phone.

The Martell AiR Gallery is the first fully-fledged art show in Singapore to be created using AR technology. The app is downloadable from iTunes and the Google Play Store.

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As a permanent exhibition space, the Martell AiR Gallery will also become a platform to nurture and support local art talent. There are plans to engage with the local government agencies to roll out the collection to different parts of Singapore, and eventually using the whole of Singapore as a canvas.

Bates CHI&Partners collaborated with creative digital production company MediaMonks to bring to life the works of 15 multi-disciplinary local artists.

Curated by Kelley Cheng, the Martell AiR Gallery features an exhibition titled Zoe – The Art of the Alchemist. Using geo-tagging technology, viewers will be prompted to point their mobile devices at specific locations where the artworks, ranging from animated clips, virtual sculptures to even poetry, can be accessed through the app.

Apart from the app, the campaign extends itself to a series of touchpoints where Martell’s cultural ambassadors – including chef Justin Quek and mixologist Ethan Leslie Leong – translated their insights on Martell to bespoke culinary and tasting experiences in their own establishments.

Gaurav Sabharwal, managing director at Pernod Ricard Singapore said: “Together with Bates CHI&Partners, we created the first augmented reality gallery in Singapore’s skies that can be enjoyed by everyone, and that is most rewarding.”

Christina Chong, managing director of Bates CHI&Partners Singapore said: “When we received the brief, we knew the task at hand was to create something more than a glitzy Martell Tricentenary event. Anticipating a future for art, in which technology makes the boundaries of gallery walls a thing of the past, the Martell AiR Gallery was conceived to make art accessible to anyone in Singapore, including her visitors. “

Bas Muller, executive producer at MediaMonks said: "Finding a fresh way to bring never-before-seen art to the public together with Bates CHI&Partners and Martell has been a rewarding experience for us. It’s been particularly gratifying to see how the artists responded to the final product."