Maison Martell, fresh from the launch of their Martell Noblige, is continuing its push into the millennial market with the advent of L’Atelier Martell, a pop-up retail experience that has been making rounds in cities around the world, and will now arrive on Singapore’s shores.
The first Martell pop-up boutique to open in Southeast Asia, it takes over a street front venue at Scotts Square, from April 3 to May 29, bringing exclusive experiences not typically found outside of its cellars in Cognac to downtown Orchard Road.
A highlight of the pop-up has got to be the opportunity to tap your own bottle of cognac straight from an actual oak barrel shipped from France. The intimate experience will have you witness how cognac is drawn directly from the tap, through a filter funnel and into your bottle.
Inside the unique cask is an exclusive blend of Martell VSOP created by Martell’s cellar master Christophe Valtaud. This Aromatic Oak blend, as it’s known, is only limited to 300 bottlings, with each one numbered and exclusive to you. Each 700ml bottling costs S$128 inclusive of the experience, with bottling numbers having the number ‘8’ priced higher at S$188.
Then there are the blending masterclasses, where you get to play master blender as a Martell brand ambassador guides you through the various eau-de-vies selected specially for the L’Atelier Martell experience. While the VSOP workshop (S$100/60mins) is open to the public, the XO class (S$200/90mins) is by invitation only for Pernod Ricard’s Le Cercle members.
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The day wouldn’t be complete without tasting some cognacs, of course. The one being offered at the pop-up will have you enjoying a flight of three of the brand’s signature cognacs – Martell VSOP, Martell Noblige and Martell Cordon Bleu – through a guided tasting tour (S$50/30mins) hosted by their brand ambassadors.
If you’re looking to just have a good time, the Bar of Swifts, their pop-up cocktail bar, is the place to be. Pull up a stool and enjoy cocktails that all make good use of Martell cognacs as their base. While there are seven cocktails on the menu to choose from, on select nights, guest bartenders might change up the roster.
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Go straight for the Cognac Buck (S$18) for a refreshing and tart drink to kick start the session, before having the Martell Julep (S$20) for a spirit-forward tipple best described as a Mint Julep meets Old Fashioned.
The Cerise (S$40), a recipe by Martell’s master mixologist Remy Savage, has got to be the highlight however. Made of Martell Cordon Bleu, chamomile syrup, coconut water, and cherries eau-de-vie, the minimalist concoction looks deceptively light while boasting potent, lingering flavours that will have you coming back for a second glass.
As a retail space as well, there are lots to shop for if you’re looking to buy. From limited-edition bottles featuring Singapore’s iconic skyline on its label design, to custom engraving and labelling services, it’s a great place to get gifts for a fellow fan of cognac.
If you’re heading down to the pop-up for any of the experiences, be sure to book a session online to ensure you reserve a spot and to avoid disappointment.
L’Atelier Martell is located at #01-01 Scotts Square, 6 Scotts Road, Singapore 228209. The pop-up runs from April 3 to May 29, 2022, 11am-10pm daily.
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