MARTELL TOWER
A brand experience hub where we bring Martell to life in fresh & unexpected ways.
Creating a space where cultural architects come to collaborate with the brand & disrupt the cultural status quo for the better.
Building an ecosystem where social status seekers crave to see & be seen
EXECUTION FRAMEWORK
Experience Design
What is the experience? What do people see and feel once the walk into the Tower
Platform
Building connections as a platform. What is the denominator that brings us together
Operational Support
Plugins and partnerships that would drive our platform and enable the experience
STRUCTURE
STRUCTURE – Visualization
THE PAVILION
Using the outer space we created an alluring & immersive outdoor experience area that will bring to life a localized re-telling of the brands multi layered stories through disruptive visual displays
THE PAVILION EXPERIENCE
In collaboration with locally based visual artists the pavilion will be an open plan exhibition of their local re-telling of the brands story walls.
The re-tellings will take multiple visual forms to create dynamism.
We have also created lighting art on the ground through shadow casting to tell the rich history and tradition of Martell’s heritage that have been cultivated since its founding in 1715.
THE LOBBY
Our ground floor welcome area will be a self guided immersion space that allows guests to CREATE THEIR OWN PATH to experience 300 year audacious journey & legacy of Martell in their own way
THE LOBBY – Visualization – (Option 1)
THE LOBBY – Visualization – (Option 2)
THE FLAVOUR WORKSHOP
Using the outer space we created an alluring & immersive outdoor experience area that will bring to life a localized re-telling of the brands multi layered stories through disruptive visual displays
EXPERIENCE
A digitally interactive Cognac Flavor Wheel
Your Martell Your Way Cocktail
Personalization
Hors d’oeuvres Pairings
Live Acoustic Music Performances
THE FLAVOUR WORKSHOP – Visualization
THE NEST
The multi sensorial space for moments when big just doesn’t feel big enough. When you don’t want to just elevate the party, you want to transform it. When you don’t want to just turn heads, you want to standout!
THE NEST – Visualization – (Option 1)
THE NEST – Visualization – (Option 2)
THE PENT FLOOR
Through the Waves
An open air space characterized with furnishings that are impossible to ignore in their own rights, chasing lights, wooden textures as used through Martell’s brand guide.
ANIMATION
Building and execution Details
