Martell, the journey

A NEW MULTI-SENSORY VISITOR EXPERIENCE TO DISCOVER MAISON MARTELL

 

With Martell the Journey you can map out your personal voyage of discovery according to your own interests and inclinations.

Three themes – Heritage, Savoir-Faire and Part des Anges – offer different and complementary perspectives on Maison Martell.
The Heritage pathway, richly illustrated with archive materials, traces the history and international development of the House since it was founded by Jean Martell in 1715.
Savoir-Faire offers an encounter with the artisans whose specialist skills contribute, not only to the creation of Martell cognacs, but to the House’s worldwide reputation for excellence and expertise.
Finally, Part des Anges is a multi-sensory pathway whose novel, interactive installations enable  youto explore cognac in an entirely original way.

From the start, the audacity to set new standards

The starting point of Martell the Journey is naturally the house of the founder Jean Martell, whose audacity set new standards in cognac. The house is situated in the courtyard of the Gâtebourse site, for which he acquired the first plots of land as early as 1750. The subsequent development of the site is charted here, as are the nine generations of the Martell family who presided over the destiny of Maison Martell.
A video animation spotlights such outstanding figures as Rachel Martell, the wife of the founder, who successfully expanded the business after his death, and Edouard Martell, her great-grandson, who created the iconic Martell Cordon Bleu.

Here, too, visitors can discover treasures from Maison Martell’s 5 kilometres of archives...

... vintage photographs and advertisements, and mementos of the historic occasions on which Martell cognac has been served

 

Authentic testimonies from the artisans of Martell cognac

From here, the itinerary continues into a succession of former cognac cellars, which retain evocative traces of their past life – sturdy beams, concrete floors, oak barrels and lingering aromas.
There is no better place to discover Maison Martell’s savoir-fair and no better spokespeople than the House’s long-standing partners: a winegrower, a distiller and a cooper talk with sincerity and authenticity about their work in life-size video installations, as if they were engaging visitors in face-to-face conversation. Ever since Jean Martell travelled on horseback across the Charente region to meet the finest artisans, Maison Martell has valued these enduring partnerships – a point made by Martell Cellar Master.

Christophe Valtaud explains his role as that of an orchestral conductor, blending individual expertise into the overall harmony of Martell cognacs.

 

A 360° exploration of the Cognac region

From ancestral skills to cutting-edge technology, you are invited to step into a spectacular circular space for a 360° immersive experience.
From the rolling hills of Grande Champagne to the gentle slopes and groves of trees of Maison Martell’s signature Borderies cru, this installation brings vividly to life the House’s lasting attachment to the land.

 

Projected in the centre of the space is the Martell swift emblem.

By taking the bird in your hand, then simply moving it upwards or downwards, you can rise above the rooftops of Cognac to view Martell landmarks, or else explore the region’s terroirs with their different landscapes and characteristics.

A multi-sensory revelation of cognac

Another innovation of Martell the Journey is the way it conveys the sensorial appeal of cognac.

One of the highlights of the experience is a large sculptural installation evoking the twisted form of a vine stock, which presents an array of interactive workshops.

Here, you can, for example, discover the different colours of cognac, compose a melody with the sounds of the cognac-making process, or create their own Martell cocktail recipe.

The natural continuation of this sensorial experience, and the culmination of Martell the Journey, is a tasting in the boutique, where visitors can sample one of three emblematic products: Martell VSOP Aged in Red Barrels, Martell Noblige or Martell Blue Swift.

Book your visit to our cellars on www.martell.com 

Learn more about Maison Martell