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On 17 May 2019 Maison Martell unveiled Martell the Journey, an interactive and immersive visitor experience at its historic Gâtebourse site in Cognac.

Once again, the oldest of the great cognac houses is demonstrating its ability to move with the times, interpreting its 300-year legacy of audacity, integrity and excellence with true vibrancy and modernity. The opening of Martell the Journey – which complements the Fondation d’Entreprise Martell and the Indigo by Martell rooftop bar, officially inaugurated in 2018 – will make Maison Martell a must-see destination for visitors to Cognac.

With Martell the Journey; visitors can map out their personal voyage of discovery according to their own interests and inclinations. Three themes – Heritage, Savoir-Faire and Part des Anges – offer different and complementary perspectives on Maison Martell. The Heritage pathway, richly illustrated with archive materials, traces the history and international development of the House since it was founded by Jean Martell in 1715. Savoir-Faire offers an encounter with the artisans whose specialist skills contribute, not only to the creation of Martell cognacs, but to the House’s worldwide reputation for excellence and expertise. Finally, Part des Anges is a multi-sensory pathway whose novel, interactive installations enable visitors to explore cognac in an entirely original way.

Martell the Journey is a reinvented visitor experience with a contemporary scenography conceived by leading exhibition designer Nathalie Crinière. Visitors are by turns spectators and actors, as state-of-the-art digital installations are used to enhance the immersive and interactive dimensions of the itinerary. The human dimension is also a key element of the experience, with Martell experts on hand to accompany visitors in their discovery, answer their questions and share additional information and anecdotes.

By the end of their Martell journey, visitors will have gained a fascinating insight into the 300-year-old House: the legacy of its founder Jean Martell; the specificities of terroir, distillation and ageing which produce the unique taste of Martell cognacs; the intriguing words, aromas and even sounds of the cognac-making process – not to mention the myriad ways in which cognac can be enjoyed.

Martell The Journey – The new visitor experience to discover Maison Martell