Maison Martell announces the creation of its multi-disciplinary cultural Fondation d’entreprise in Cognac. A veritable creative ecosystem, the Fondation d’entreprise Martell will develop a protean program dedicated to the discovery and experimentation of culture and know-how, while promoting local, national and international dialogue and collaboration.
Located in the historic Gâtebourse building, which dominates Cognac with its modernist architecture, the Fondation d’entreprise Martell will offer an initial exhibition from October 14, 2016 to January 31, 2017, prefiguring future programming. Ambitious work will then begin on the building’s interior, with the first floor and roof terrace set to reopen to the public in spring 2018, followed by a gradual opening of the upper floors as work progresses. All 6,000 m2 of the Fondation d’entreprise Martell will be accessible by 2020/2021.
The creation of the Fondation d’entreprise Martell is in line with Martell’s tradition of collaboration and patronage, and its desire to promote culture and expertise more widely. Born in 1715 at the height of the French Art de Vivre, Martell has always been its ambassador, reinventing it every day to blend heritage and modernity, excellence and curiosity, local roots and international influences. Close to the creative world, Martell has always cooperated with architects, designers, artists and art directors, and regularly supports ambitious artistic projects.
The opening of the Foundation was also inspired by the historic Maison Martell building in Cognac known as Gâtebourse. Built in 1929 on land acquired by Jean Martell in 1750, this stack of reinforced concrete parallelepiped boxes (five levels including three terraces and a final roof terrace) housed Martell’s bottling lines until 2005. The exterior renovation, entrusted to Bordeaux architects Brochet, Lajus and Pueyo, and its opening onto the town have strengthened the ties between Maison Martell and the town of Cognac.
The Fondation d’entreprise Martell will become a new cultural tourism destination in France, offering an original, rich and accessible proposition to a wide range of audiences. A space for discovery and experimentation, the Foundation will bring together the heritage of Martell and Cognac with artists from around the world. This new hub of innovation and culture, anchored in the region, will become a driving force for growth, development and sustainable enhancement of the department and the Nouvelle-Aquitaine region.
The Fondation d’entreprise Martell’s first artistic gesture is an in situ commission to French artist Vincent Lamouroux, on view on the first floor of the building until January 31, 2017. This immersive work, curated by Nathalie Viot and produced by Less Is More Factory, will cover more than 600 m2 and offer a prefiguration of the future Foundation’s cultural programming.
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