Whenever I think of brandy or cognac, a luxurious image of the golden, sweet and fruity liquor served after a hearty Christmas or Chinese New Year dinner comes to mind.
Sipping on it warms me with a sense of celebration, something Martell is setting out to do at its 130 Years in Malaysia Pop-Up Store at Pavilion Bukit Jalil.
Running from December 1, 2023, to January 1, 2024, we were invited to experience the interactive, multi-sensory attractions Martell had to offer.
Check in with your digital passport
Your journey will begin at the Pop-Up Store (next to The Coffee Bean & Tea Leaf on Level 2).
Here, you’ll register for a digital passport through the Martell Swift Concierge. It’s an AI chat bot that can provide you with an outline of all the happenings that await you at the 130 Years in Malaysia Pop-Up Store.
The digital passport will be your key to checking in to a minimum of four out of five touchpoints, by scanning the QR codes at each stand.
Complete this journey, and you’ll gain privileged access to the pop-up’s pièce de résistance, the Les Remarquables de Martell – Edition Laurentine Périlhou exhibit (more on this later).
The Pop-Up Store is also where you’ll get to preview Martell’s upcoming 2024 launches and limited editions.
Some of the bottles featured here include the 130 Years in Malaysia Martell Cordon Bleu designed by Malaysian textile artist Marcos Kueh, and Martell’s Chinese New Year bottles reimagined by artist Vincent Darré, who has worked with other luxury brands like Dior and Fred.
There are also personalisation services available for any Martell Cordon Bleu bottles you purchase during the event.
Explore Martell’s history at Heritage Room, then test your knowledge at Magnum Wines & Spirits
Fancy a taste of history? Then step into the Heritage Room where you can watch an AI-reimagined short documentary on Martell’s milestones in Malaysia.
You’ll be transported to 1894, where Martell debuted in Malaya, arriving at the Port of Penang. There, it commenced its 130-year association with local traditions, punctuating familial and social gatherings with the sound of “yam seng”.
There will be iPads for you to interact with and dive deeper into the tales behind Martell. It’s a blend of education and entertainment, allowing you to connect with the brand’s heritage.
Pay attention, as you’ll need to remember facts about the cognac’s legacy for digital trivia at the next stop, Magnum Wines & Spirits.
Spin the wheel at The Food Merchant, and sip on elegant cocktails at The Chamber
You’ll find the next checkpoint at Pavilion Bukit Jalil’s premium grocer, The Food Merchant.
At this touchpoint, you get one chance to Spin The Wheel to win some attractive Martell merchandise, whether it’s a Martell tasting kit, glass, cap, or T-shirt.
But don’t fret if you didn’t win anything, there are complimentary cocktails to be redeemed at The Chamber.
Here, you get the choice of savouring a Martell Noblige Coffee cocktail, which is mixed with Ethiopian coffee-infused coconut water and a hint of sugar, or tasting a shot of neat Martell Cordon Bleu.
If you’re unsure of which to pick, the Martell Swift Concierge is at your service to match you to your ideal beverage based on a short personality quiz through the AI chat bot.
While the cocktail was refreshing and smooth to the palate, the latter was bold, sweet, and perfectly embodied the familiar taste of fruity liquor that always reminds me of the holidays.
Take in the cognac masterpiece worth RM5 million
Finally, you’ll end your journey at the Les Remarquables de Martell Exhibit, which is guarded by security in a grand corner of the Pop-Up Store.
Les Remarquables de Martell is the brand’s masterpiece decanter crafted by Laurentine Périlhou, a French artist who has collaborated with brands like Hermès, JP Gaultier, Lanvin, and Balmain.
Inspired by the grapes that are fermented to make the cognac, the bottle is encased in golden threaded macrame.
Worth RM5 million, the Les Remarquables de Martell contains 11 litres of the world’s most expensive cognac, a 70-year-old single cru eaux-de-vie from Martell’s Private Reserve.
Take in the beauty of the art piece while you can, as it will only be available for as long as the pop-up store’s duration.
If you’re curious to explore the 130 Years in Malaysia Pop-Up Store, the event is taking place from now until New Year’s Day, between 10AM-10PM daily.
Participation is free, and you can register through the Martell Swift Concierge.
130 Years in Malaysia Pop-Up Store
Address: Pavilion Bukit Jalil, Persiaran Jalil 8, Bukit Jalil, 57000 Kuala Lumpur, Wilayah Persekutuan Kuala Lumpur.
Website: https://130years.martell.com/
