Martell opens Shenzhen boutique

Cognac house Martell has opened a boutique store in Shenzhen, China, which offers tasting experiences and exclusive products.

L’Atelier Martell Shenzhen is the first iteration of the Cognac producer’s new retail concept, which will be rolled out globally. The design for the store was inspired by the workshop of Martell's cellar master Christophe Valtaud. The store was developed to encourage consumers to immerse themselves in the world of Maison Martell through state-of-the-art interactive experiences. The 160-square-metre retail space features the Cognac from the Cask Experience, which showcases a VSOP Cognac created especially for L’Atelier Martell Shenzhen by Valtaud. Visitors will be able to draw liquid from the cask to fill their own bottle, which can be customised with their choice of cork and a handprinted label. L’Atelier Martell Shenzhen also provides a custom engraving service. L’Atelier Martell is also home to the Art of Blending Area, which offers tastings and workshops led by a Martell brand ambassador. In another area, customers can explore the aromas of four expressions, including Martell Distinction, Martell Noblige, Martell Cordon Bleu and Martell XO. César Giron, chairman and CEO of Maison Martell, said: “Today, we are proud to celebrate a new landmark in the 300-year history of our house. L’Atelier Martell is an innovative concept, which reflects our vision of elevating Cognac into an experience that puts the client front and centre. “With L’Atelier Martell, we are offering our clients new ways to explore, immerse and engage. We are bringing them audacious experiences through which they can discover our heritage, our savoir-faire and our Cognacs as never before.” L’Atelier Martell Shenzhen will be open seven days a week from 10am to 10pm.