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Martell opens boutique for authentic cognac lovers



Maison Martell officially opened L'Atelier Martell Shenzhen - a luxury boutique where you can taste and buy exclusive varieties of cognac.
L'Atelier Martell Shenzhen

This unique point of sale is designed to become a must-see for all true connoisseurs of the noble drink. It is stated that it will combine skills, digital technologies, and exclusive products and services. The boutique will allow visitors to immerse themselves in the world of Maison Martell through the most modern features. The grand opening of the boutique took place online during a live broadcast between Cognac and Shenzhen.

The opening of L'Atelier Martell Shenzhen is part of the Maison Martell plan for global brand promotion. Shenzhen was chosen because it is known for its dynamism, modernity, and advanced technology. As stated in the official presentation, it is "a city that looks to the future like Maison Martell." In the future, such a retail concept will be rolled out on a global scale.

The design of the 160 sq.m. (about 1700 sq. f) boutique generously uses "cognac" motifs, such as oak barrels. According to the creator's idea, the visitor should plunge from the threshold into this alcoholic beverage's exciting world with its rich and ancient history. Different personalized services and impressions await him and special, high-quality brandy, created especially for L'Atelier Martell Shenzhen.

Customers can appreciate one of the four iconic cognacs (Martell Distinction, Martell Noble, Martell Cordon Bleu, and Martell XO Martell). Visitors will experiment with creating their blends or take part in a tasting with Christophe Walto, the master of blending. A custom engraving service will allow customers to personalize the purchased bottle. The creators also plan to hold various boutique events dedicated to the latest trends in lifestyle, fashion, and food.

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