Over the weekend, the city of Lagos came alive as Maison Martell unveiled its audacious OOH experience, The Martell Tower, beside Palms Mall, Lekki, Lagos, strengthening the brand’s vision towards becoming a cultural architect in Nigeria and globally.
Attended by influencers, socialites and the media, the Tower 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. Marketing Director, Evane Chenuet, expressed excitement at the innovation, which she said showcases the brand’s experiences that speaks to Maison Martell’s courageous and bold legacy. She added that the Tower is a disruptively elegant experience that showcases all facets of Maison Martell and takes the consumer on a journey of discovery.
The unveiling was an exhilarating journey through luxury, art and culture, drawing distinguished guests across various industries. Attendees entered through the Pavilion and were then transported to L’Atelier on the ground floor to shop exclusive Martell offerings and unique merchandise, including finely woven silk scarves and rare perfumes. Next up on the first floor is the Taste and Tour floor, where guests embarked on an immersive sensory journey, exploring the nuances of the brand’s offerings. Enhancing the experience, each tasting was paired with carefully selected visual elements, crafting an atmosphere that was both dynamic and intimate.
The second floor houses the L’Atelier Mixology where guests get hands-on by crafting their own VS and MBS cocktails, under the guidance of Martell’s brand educators. 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, accompanied by a curated chocolate pairing. Finally, the evening concluded on the L’Horizon rooftop, as guests mingled and enjoyed signature Martell cocktails with live music.
Managing Director, Michael Ehindero, said the Tower Experience represents their commitment to crafting unique experiences that blend heritage with modernity. The 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 Tower Experience embodies our 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 brand’s rich heritage and sophisticated craftsmanship, creating an unforgettable journey through our brand’s story.”
With its “Be the Standout Swift” campaign, the brand keeps challenging conventions and daring norms and the Tower’s creation has once again, defied the ordinary.
