A taste of culture

07 : 11 : 2016 Martell : Cognac : Fondation D’enterprise Martell

Cognac, France – A new cultural institution by Cognac brand Martell aims to foster creativity in the region.

  • The first commission is a solo exhibition by sculptor Vincent Lamouroux
  • The brand hopes to attract creatives from the region, wider France and abroad to transform the region into a ‘multifaceted cultural hub’
Martell Foundation, Cognac Martell Foundation, Cognac
Martell Foundation, Cognac Martell Foundation, Cognac
By Nature by Vincent Lamouroux at Martell Foundation, Cognac By Nature by Vincent Lamouroux at Martell Foundation, Cognac
By Nature by Vincent Lamouroux at Martell Foundation, Cognac By Nature by Vincent Lamouroux at Martell Foundation, Cognac
By Nature by Vincent Lamouroux at Martell Foundation, Cognac By Nature by Vincent Lamouroux at Martell Foundation, Cognac

The self-proclaimed ‘oldest of the great Cognac houses’, Martell hopes that its new art foundation, which is located in one of its former bottling factories, will help it to bridge the gap between history and modernity. Pitched as a ‘creative eco-system’, the Foundation d’enterprise Martell will provide space for cultural events and artistic collaborations.

Foundation director Nathalie Viot will curate the cultural programme, which will include art, design, architecture, crafts and technology. Her first commission is By Nature, an immersive, site-specific landscape made from materials used in the production of Martell bottles – sand, wood, glass crystals and plants.

‘Our vision for the Foundation revolves around the idea of a creative eco-system, a transversal platform,’ brand director Axelle de Buffévent told Wallpaper.

The Big Picture

Brands such as Martell, Louis Vuitton and Galeries Lafayette are stepping in to fill the art and design void left by government cutbacks.

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