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Martell unveils a pop-up Cognac boutique in Hong Kong

21 December 2021 By Alice Liang

Congnac producer Maison Martell launches the L’Atelier Martell Hong Kong – a three month-long boutique – at Landmark Atrium in Central, Hong Kong.

The L’Atelier Martell is a global concept with locations around the world. From December 2021 to February 2022, it lands in Hong Kong with a boutique dedicated to the tasting and exploration of the brand’s products at Landmark Atrium in Central.

The boutique will showcase the exclusive new Martell Noblige Hong Kong Edition – a limited-edition bottling only available in January 2022. Its bottle is adorned with renowned landmarks such as the city’s skyline, double-decker tram and iconic neon lights.

The boutique is also a destination for shoppers to immerse themselves in interactive experiences such as digital tasting workshops, blending experiences that allow customers to create their own styles in-house, personalised engraving services, as well as a cask experience where visitors draw Cognac straight from the barrel.

For the shop’s decor, homage has been paid to the vast experience of Martell’s cellar master through a wall display featuring over 100 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.

‘Virtual Journey to Martell’s Chateau de Chanteloup’ is a digital experience where patrons are invited on a virtual journey across the four seasons in Maison Martell, while guided on a tasting across three signature Martell Cognacs: VSOP, Noblige and Cordon Bleu.

In the Art of Blending Area, visitors are invited to learn about the brand’s craftsmanship and experience first-hand elemental effects on Cognacs. The Extra-Old Blending Experience, meanwhile, demonstrates the influence of terroir and spotlights the distinct characteristics of two prestigious crus, Borderies and Grande Champagne.

The Cognac from the Cask Experience features a VSOP blended exclusively for the 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 the casks shipped in from France’s Cognac region into an exclusive montre sampling bottle, all finished with hand-printed label.

Personalisation of custom-engraved select Martell Cognac bottles are also available at the boutique, which is ideal for gifting during the holiday season.

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