L’Atelier Martell Shenzhen, Martell’s new boutique in China, is far more than just a retail outlet – it is a contemporary distillation of one of the great houses of cognac, delivered through a platform that seamlessly combines the digital and the physical.
Information is easy to come by. It starts externally, where a large screen beckons with knowledge – like how the house was founded by Jean Martell in 1715, or that it prides itself on the elegance and finesse of its cognacs. Inside, the interactive tasting table informs on heritage and savoir-faire, and includes a virtual tour of the Chateau de Chanteloup, the historical Martell family estate.
Armed with such background, visitors will be well-primed to take part in the in savouring the Atelier’s more tangible aspects. The 160 square metre space is presented in warm tones, and wood and copper to better capture the feel of being in a cognac cellar, aided by the wall of oak barrels taken straight from the Martell cooperage. The most eye-catching display is that of over 200 sampling bottles that contain eaux-de-vie in all its various shades, fronted by a mirror rendition of the Martell swift logo.
There are, of course, more involving sensory opportunities. A nosing area gives visitors the chance to compare the aromas of its most significant cognacs: Distinction, Noblige, Cordon Bleu, and XO, and miniatures of these four are available for purchase exclusively at the boutique. There are also areas dedicated to ambassador-led blending experiences. One can create their own VSOP blend to see just how different eaux-de-vie affect the final product, while an XO Blending Experience is focused on terroir, highlighting the differences between the Borderies and Grand Champagne Crus. Once a year, Martell Cellar Master Christophe Valtaud will lead an exclusive tasting session live from Cognac.
Martell selected Shenzhen as the pioneer of this retail concept because it is the sort of dynamic, modern city with the same forward-looking attitude to which the House of Martell itself aspires. Marking the association is a special edition of Noblige that can only be bought here, and that features the Shenzhen skyline on the bottle. Visitors can also draw their own VSOP straight from the cask – one that is a Shenzhen-exclusive blend of refined, spicy notes that was selected to pair particularly well with Chinese cuisine – and can customise it with their own cork and label. Personalisation is also available for bottles of Cordon Bleu, which can be engraved with a message.
L’Atelier Martell Shenzhen is located at L123 store, L1 floor, Tower 1, One avenue, No. 348, Fuhua Road, Futian District, Shenzhen City, Guangdong Province, China. It is open every day from 10 am to 10 pm.
