The new boutique features the ‘Martell Discovery Table’, where consumers will have the opportunity to experience the brand’s “sensory universe” through tasting notes for each Martell cognac, as well as the blends of eaux-de-vie called “montres” in French, displayed in the centre of the table.
Lionel Breton, chairman and CEO, Martell, said: “It is an incredibly exciting opportunity to be launching our first Martell Experience Boutique in Hong Kong International airport in partnership with Sky Connection. Through this Martell-dedicated space in duty free we want our consumers to enter a world of luxury and exclusiveness and we believe we have created the perfect arena for travellers to do this.”
Visitors to the boutique will discover more about each different Martell cognac, the production methods of this luxury cognac, and the brand’s history through videos. They will also be able to take advantage of the brand’s bottle engraving service dedicated to the L’Or de Jean Martell decanters.
The boutique will be featured in Hong Kong International Airport for three years, and Martell proposes to roll out the concept in other travel retail outlets in due course.