November 09, (THEWILL) – Martell has introduced its first L’Atelier in Africa, with the opening of a four-storey experiential centre in Lagos, Nigeria. The Martell Tower Experience, situated beside Palms Mall in Lekki, brings together music, fashion, gastronomy and distinctive lifestyle elements.
The establishment marks a significant development for the cognac brand, founded in 1715, which continues to expand its presence across international markets. The venue offers exclusive tastings, blending workshops and mixology sessions designed to engage Nigerian consumers with the heritage of France’s oldest cognac house.
From November 30 to December 1, 2024, renowned Master Mixologist Remy Savage, will conduct specialist bartender workshops featuring signature Martell cocktails, including the Nigerian Swift Sour and Fine A L’eau. Savage, recognised for his innovative approach, previously earned global recognition for creating a revolutionary menu of 22 two-ingredient cocktails.
Alexandre Combescot, Martell Global Brand Ambassador, will lead sessions from November 4 to November 18, offering intimate tours and personalised interactions. With over 15 years in the spirits industry, Combescot brings substantial expertise from markets including China, Hong Kong and the United States.
The ground floor houses L’Atelier – Art of Cognac & Boutique, featuring the Martell Legacy Wall and ‘De Cognac au Nigeria’. Moving upward, visitors find dedicated spaces for tasting and tours on the first floor and mixology on the second floor, while the third and fourth floors contain La Suite 1715 and L’Horizon respectively.
The development demonstrates Martell’s commitment to the Nigerian market, with the brand integrating local cultural elements into its international identity. Lagos, selected for its dynamic cultural landscape, provides an environment aligned with the brand’s emphasis on innovation and heritage.
Public access to events within the tower operates through invitation and registration systems, with select open activities planned throughout the year. Information regarding forthcoming events will reach audiences through social media channels and local partnership networks.
The establishment represents a substantial investment in Nigeria’s luxury sector, combining traditional French cognac expertise with contemporary African influences. This fusion creates distinctive experiences for visitors while strengthening the brand’s presence in West Africa’s largest economy.
Jude Obafemi is a versatile senior Correspondent at THEWILL Newspapers, excelling in sourcing, researching, and delivering sports news stories for both print and digital publications.
