Martell Tower Births A New Era of Audacity And Convention

Maison Martell has proudly announced the exclusive unveiling of the audacious OOH experience, The Martell Tower, that redefines conventions with the presence of prominent dignitaries and influencers on 8 November, 2024, beside Palms Mall, Lekki, Lagos.

The Martell Tower conveys Martell’s vision to become a cultural architect in Nigeria and globally.

As a one-of-a-kind structure, The Martell Tower is an unparalleled building that houses different brand experiences and keeps in line with the brand’s ethos of constantly making bold and audacious moves that challenges the status quo.

This vision of cultural significance, creativity, and unimaginable potential, strives to re-energize and master the brand’s equity and show prestige and leadership.

“We look forward to showcasing The Martell Tower, an audacious OOH installation and showcases brand experiences which speaks to Maison Martells courageous and bold legacy,” said Evane Chenuet, Marketing Director, Pernod Ricard Nigeria.

The Martell Tower is a disruptively elegant experience that showcases all facets of Maison Martell and takes the consumer on a journey of discovery.

The Martell Tower Experience unveiling was nothing short of an exhilarating journey through luxury, art, and culture, drawing a crowd of distinguished guests across various industries.

Attendees entered through the Pavilion, where they were greeted with the refreshing Fine L’Eau cocktail, setting the tone for an evening of sophistication.

As guests began their ascent, they were transported to L’Atelier – Art of Cognac & Boutique on the ground floor, the first of its kind in Africa. Here, they were invited to shop exclusive Martell offerings, from the accessible Martell VS to the prestigious L’Or De Jean, alongside unique merchandise, including finely woven silk scarves and rare perfumes that captured Martell’s essence of luxury and exclusivity.

Moving up to L’Atelier – Taste and Touron the first floor, guests embarked on an immersive sensory journey through the world of Martell, exploring the nuances of Martell VS, Martell Blue Swift, and Martell XO. Enhancing the experience, each tasting was paired with carefully selected visual elements, crafting an atmosphere that was both dynamic and intimate.

Selected guests were then escorted to the second floor for the L’Atelier Mixology where they were able to get hands-on by crafting their own VS and MBS cocktails. Under the guidance of Martell’s brand educators, guests blended personal touches into each drink, further immersing themselves in Martell’s spirit of creativity and audacity.

The journey continued to the third floor, where La Suite 1715 awaited, offering an exclusive tasting and pairing experience. Here, guests delved into the luxurious world of Martell’s prestige range—XO, XXO, and L’Or De Jean—accompanied by a curated chocolate pairing that deepened the flavors and added a decadent touch.

Finally, the evening concluded on the breathtaking L’Horizon by Martell rooftop, with sweeping views of the Lagos skyline.

Guests mingled under the night sky, enjoying signature Martell cocktails like the Coconut Sunrise, Swift and Spicy, and Nigerian Swift Sour, as live music filled the air. Each sip, paired with the view and ambiance, created unforgettable moments that left guests yearning for more.

Michael Ehindero, Martell’s Managing Director, encapsulated the spirit of the evening, saying, “The Martell Tower Experience represents our commitment to crafting unique experiences that blend heritage with modernity. Tonight, we didn’t just showcase our brand; we celebrated the audacious spirit that defines Martell, Lagos, and everyone here.”

“This unveiling offered a rare experience, merging luxury and culture in an event that left everyone wanting to relive the evening’s elegance and grandeur.

“The Martell Tower Experience embodies our brand’s commitment to deepening understanding and appreciation for Martell’s legacy,” remarked Alex Combescot de Marsaguet. “We’re thrilled to bring this experience to Lagos, where guests can explore the rich heritage and sophisticated craftsmanship of Martell, creating an unforgettable journey through our brand’s story.”

The Martell Tower Experience launch deploys exclusive glimpses into the world of Martell offering a rich tapestry of the brand.

With the recent “Be the Standout Swift” campaign, Martell is a brand that challenges conventions and dares norms.

The creation of the Martell Tower has once again defied the ordinary.