To mark the opening of Maison Martell’s new multi-sensory visitor experience, we had the immense privilege of spending 24 hours with this illustrious house.
It all begins with a visit to the legendary Chai Chanteloup and a meeting with the cellar master from the Martell House.
Then we’re privileged guests at a cognac-food pairing dinner-experience at Château de Chanteloup.
We also had the immense honor of doing a blending session with cellar master Christophe Valtaud, a truly magical moment in Martell heaven.
On May 17, 2019, Maison Martell unveiled its new visitor trails, an interactive and immersive experience in Cognac at its historic Gâtebourse site.
Once again, the oldest of the great cognac houses demonstrates its ability to evolve with the times, interpreting its 300 years of pioneering spirit and know-how and excellence with true dynamism and beautiful modernity. Martell The Journey* joins the Fondation d’Entreprise Martell and the panoramic Indigo by Martell bar, officially inaugurated in 2018, making Maison Martell a must-see destination in Cognac.
Martell the journey allows visitors to choose their own path of discovery according to their interests and sensibilities.
Three themes – heritage, savoir-faire and angels’ share – offer different and complementary perspectives on the House of Martell.
The heritage trail, richly illustrated with archives from the House, traces its history and international development, from its foundation by Jean Martell in 1715.
The savoir-Faire trail introduces visitors to the historical partners and experts who have contributed not only to the creation of Martell cognacs, but also to the House’s worldwide reputation for excellence and expertise.
Last but not least, Part des Anges is a multi-sensory tour featuring new interactive installations that allow visitors to explore cognac in a totally new way.
Martell the Journey is a reinvented visitor experience with a contemporary scenography imagined by Nathalie Crinière, founder of the NC agency. Visitors are both spectators and actors, thanks to an immersive approach amplified by digital installations. The human dimension is also very much present: Maison experts accompany visitors throughout their discovery of the Maison. They answer questions, share additional information and anecdotes.
At the end of their tour, visitors will have taken a fascinating plunge into the heart of the tercentenary House: the legacy of its founder, Jean Martell; the specificities of terroir, distillation and ageing that shape Martell’s unique taste; the words, aromas and even sounds of the Martell cognac-making process – and the many ways to taste it.
Martell the journey
16, Avenue Paul Firino Martell, Cognac.
Open daily from 10am to 7pm May 2 to October 31.
Price: €20/person – Self-guided tour
(Tours in German, Russian, Chinese, and Spanish are available on request).
Online booking: www.martell.com
Rooftop bar Indigo by Martell
Located at the heart of the Maison Martell site, 24 metres above ground, at the top of the Gâtebourse Tower housing the Foundation, IndigobyMartell offers a spectacular view over the rooftops of Cognac, from the historic center to the banks of the Charente. Entirely open to the city, the vast terrace bar has been designed as a relaxed meeting place. Its warm atmosphere
Indigo by Martell welcomes its customers with the generosity and authenticity that have characterized the House since its origins.
Oscar Blackstone, Head Bartender, and his team have designed a new, singular and creative cocktail menu.
The 10 cocktails on offer will enable visitors to discover new and surprising ways to enjoy the Maison Martell collection , such as the Pineapple Pen cocktail: Martell Blue Swift, triple sec, lemon jaune and house pineapple syrup. An exclusive and secret cocktail will only be available at sunset, the Indigo Sunset: a unique creation to admire the view over the city.
There are also some pleasant surprises in store for customers: they can taste all the House’s exceptional cognacs. In keeping with the conviviality that characterizes the place, Oscar Blackstone has come up with punches to share, based on products from the Pernod Ricard group: Cognac Martell or Vodka Absolut.
A tasty snack offered by Arty Show, a Cognac restaurant featuring local produce, will accompany cocktails with sweet or savoury platters.
Indigo by Martell will also play host to exceptional events, DJ sets, workshops and gastronomic events, such as the Maison Augier and a special Blues Passion program.
Indigo by Martell is an invitation to relax and share with friends, family and friends, to enable residents of Cognac to reclaim their city, and visitors from all over the world to discover it in a whole new way.
Open until September 29, visitors can enjoy this unique venue from Wednesday to Saturday, from 4:30 pm to 12:30 am, and on Sundays from 11:30 am to 10 pm.
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