From now till 4 February, French Cognac house Martell is taking over the ground floor of Pedder Building for the launch of its “Soar Beyond the Expected” campaign in Hong Kong. Encompassing multiple experiences designed to transport Cognac fans on journeys of taste and historical travel, this is a rather crafty adventure for those familiar with the flavour profile of exquisite Cognac, as well as newcomers to the field.
With an immersive display taking guests back to 1715, beginning with the storied producer’s origins, the “House of Martell” journey takes guests through the craftsmanship, brewing techniques, individuals, and milestones that shaped the brand into what it has become today: one of the oldest of the great French Cognac houses, recognised the world over. From one moment to the next, you are transported to the Charente vineyard in France, mulling over the soil, grape origin, and aromas that go into the creation of a rare, complex spirit.
However, what is no doubt grabbing everyone’s attention the Les Remarquables de Martell, a bottle of rare Cognac presented in a custom-blown demijohn encased in a 22-carat gold-threaded grapevine embellishment. Decorated with three synthetic sapphires and a diamond, set in 40 cabochons of 300-year-old oak, the rare piece is valued at HK$8.5 million. A classic case of “look, don’t touch,” it’s a well-guarded bauble that’s been trending online.
Not all may be able to partake in that rare vintage, but they can procure the Martell Single Cru collection. From the deep-set roots of the Cognac region, the collection is crafted with eaux-de-vie from a single terroir, lending it a distinct taste. According to Martell, “the selection process is so rigorous that fewer than 400 of the 11,000 eaux-de-vie available in the Martell reserves are retained, which explains the rarity of the collection.”
On hand, you’ll find special editions like the Discovery Edition, Aged Edition, XO Grande Champagne, and other bottles perfect for the festive season as we sail into the eve of Lunar New Year. Martell has also teamed up with French designer Vincent Darré to create the 2024 Lunar New Year edition of Martell Cordon Bleu and Martell Noblige, available in Hong Kong before all. Opt for the complimentary engraving service to personalise your purchase.
“The House of Martell” is an all-sensory experience, and visitors are invited to quench their thirst with Cognac cocktails crafted by renowned bartenders from around the region—especially the top bills from Hong Kong. Martell partnered with local and international mixologists and bars to present unique concoctions made with Martell Noblige. The stellar line-up of guest shifts include Antonio Lai from BKK Social Club in Bangkok, Nutmeg & Clove from Singapore, Bee’s Knees from Kyoto, Zest and Le Chamber from Seoul, and more.
We highly recommend a visit. Perhaps, even a second.
Admission is free. Pre-registration is required. Register here.
“The House of Martell” Pop-Up Experience
15 January 2024–4 February 2024
G/F, Pedder Building, 12 Pedder Street, Central, Hong Kong
All images courtesy of Martell.
