Martell unveils L’Atelier Martell in Singapore, a two-month pop-up boutique dedicated to showcasing its range of cognacs and exclusive product experiences.
With travel only easing up in recent months, chances are your long-awaited trip to France’s vaunted Cognac region is still on hold. But if you can’t go to Cognac, Cognac has come to you! Maison Martell has just launched L’Atelier Martell in Singapore, a premium pop-up experiential boutique that may just help scratch you Cognac itch to some extent.
L’Atelier Martell is actually the vaunted cognac brand’s stable of premium retail and experiential global travel retail spaces dedicated to the exploration and tastings of the house’s range of spirits. And while L’Atelier Martell Singapore may be just be a pop-up, the boutique in Scotts Square will still – figuratively, of course – transport you into the heart of Maison Martell.
Among the immersive exhibits is a special Cognac from the Cask experience, which lets visitors peek into the cognac ageing process. In this cosy space you’re able to witness the pouring of cognac direct from the barrel, and – if you’re baller enough – you can pay for and fill your own montre sampling bottle of this VSOP blended specially for L’Atelier Martell. Each 70cl bottle costs S$128 – limited to just 300 bottles – but you can top up an additional S$60 and choose a bottle with a number consisting the lucky number ‘8’.
Another exclusive section is the blending room. Part of the Martell Masterclass series, here you get to sign up for a VSOP blending masterclass (at S$100 per person) where you get to create your own blend of cognac and bring home your creation. And if you happen to be a member of Pernod Ricard’s Le Cercle programme, an XO blending masterclass is available to you as well.
For cocktail lovers, you’ll be pleased to note that there’s a cocktail bar at the pop-up L’Atelier Martell Singapore. Here they are offering a slew of cocktails, including some that are specially concocted by Martell’s master mixologist Remy Savage. The cocktail aficionados amongst us would recognise Savage, who previously helmed the bar at London cocktail institution Artesian and now co-founder of A Bar with Shapes for a Name.
And if you’re prone to buying bottles, note that Martell recently did a makeover for their signature Martell Cordon Bleu so it’s worth adding for the home showcase. The relaunched bottle comes in a more contemporary shape and a new pack design. We’ll still recognise the Martell family seal and the eponymous blue ribbon, of course.
The good news here is that L’Atelier Martell offers custom bottle engravings for Martell Cordon Bleu (S$338 per bottle), with the option of engraving exclusive motifs, names or personal messages. Limited-edition bottles you can pick up here include Martell Cordon Bleu 2021 Limited Edition 1L Bottle, Martell VSOP Special Edition by Jacky Tsai, and Martell Noblige Singapore City Limited Edition, which will feature iconic landmarks of Singapore’s cityscape in its design.
The L’Atelier Martell Singapore pop-up by Maison Martell runs from Sunday 3 April 2022 to Wednesday 29 May 2022, 11.00am to 10.00pm daily, at Scotts Square, #01-01.
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