Kuala Lumpur, November 2015: Martell V.S.O.P. is set to usher in the new year with one night of French Art de Vivre at the inaugural Martell La French Touch Party on 16th January 2016 at KL Live.
Headlining the first ever La French Touch Party is Grammy Award nominee, French DJ Joachim Garraud, one of the most influential pioneers in the electronic dance music scene. The event will also feature Malaysia’s Popular DJ, Joey G; Malaysia’s Hottest DJ, Patricia Knudsen; Hip Hop International World Bronze Medalist, Elecoldxhot; as well as artists from famed local DJ community – Play for Passion in a celebration of true French living.
Saluting 300 years of French excellence, Martell, one of the oldest cognac house in world, celebrates the evolution of the French music movement in the last decade with the creation of the limited edition La French Touch by Martell and culminating in an evening of electrifying music. Housed in a glow-in-dark, neon blue bottle, the limited edition was created in a partnership with Etienne de Crécy, pioneer and emblematic figure of the electronic music movement. Etienne de Crécy popularised French House music, a genre that came to be known as ‘the French Touch’.
“The La French Touch party is a way for us to bring the art of French living to Kuala Lumpur in line with Martell’s brand messaging. The La French Touch concept aims to expand the brand reach by offering a curated experience for the new generation who celebrate life through exhilarating music, spectacular parties and elegant cocktails. Similar to our other offerings at Martell, our goal is to share quality products that can be enjoyed in a myriad of pleasurable moments,” shared Emmanuel Dokhelar, Marketing Director of Pernod Ricard Malaysia.
“The treatment and details created by Etienne de Crécy for the La French Touch bottle will be recreated throughout the event from the ambience, to the food and cocktails and especially in the music,” he added.
The ticketed event is priced at RM92nett per person and entitles each party-goer to two (2) specially created Martell La French Touch cocktails. Tickets and bottle promotions are available at www.ticketcharge.com.my
Stand a chance to win entry passes and the limited edition bottle by participating in the Martell La French Touch video contest on www.facebook.com/Martell.MY. Just upload a 10 second video of anything and watch it transform into a personification of La French Touch.
For more information on Martell’s La French Touch limited edition bottles or Martell’s La French Touch Party, kindly log on to: http://www.martell.com/en-my/frenchtouch
Martell and ‘La French Touch’
In the space of twenty years, the French Touch has become one of the biggest musical revolutions of the 20th century through its unique contemporary and planetary sound, whilst widening its spheres of expression into art, graphics, video and fashion.
The French Touch and Martell have been cultivating the same quest for quality, the same demand for shared emotions, and the same desire to show the world this French Art de Vivre, celebrated for 300 years by the oldest of the top brands of Cognac.
Etienne de Crécy, the living incarnation of the French Touch, is behind the artistic direction of this limited edition, which embodies all the creative collective energy of a French trend, now an international reference.
A bold limited edition
Along with Martell blue, the neon lights, iconic modules of the French Touch, have here become the signature of this limited edition. Used in interplay of vibrating lines, with UV ink, they create an electrifying dimension evoking the unique magnetism of the ‘City of Lights’ nights.
“Designing, producing, and putting a bottle of Martell VSOP under the spotlights. There’s something both elegant and exciting about that.” commented Etienne de Crécy.
“For this bottle I needed a dark, deep and dense background, in order to get the neons to vibrate. The famous Martell blue seemed the obvious choice. Especially as the colour also symbolizes night time, with all its electricity and its attractions,” he shared.
The graphic design of the electric lines evokes the Cube, equally emblematic for the French Touch and Etienne de Crécy, reminding us just as much of a music studio or of the center stage of a night-club or an art gallery, where one is throbbing to the beat of a musical performance.
‘It came naturally. The neon was getting further away, fading out, and suddenly a rhythm appeared. It was both really abstract and really powerful. An almost musical form, strong and sensitive, which everyone can interpret in their own way,’ concluded Etienne.
The new Martell VSOP limited edition glows in the dark in night venues, and in this way enters into the trend with its strong codes, an association of power and elegance, which will electrify the night in Paris and the world over.