Published in: March 2012 Features > Martell & Art: A Natural Pairing (Page 1 / 2)

Martell & Art: A Natural Pairing

Through collaborations with artists and carefully curated exhibitions around the world, Martell has established a tradition of art with fellow craftsmen chosen to express the essence of the brand

The Martell "Blue Riband" adorning each Cordon Bleu bottle has evolved from a nod to the label's seafaring heritage to an instantly recognizable style icon in its own right

The past century has seen Martell supporting the arts, in film, music, painting and sculpture. A natural extension of Martell's pursuit of excellence, the association of the fine cognac house with the world's leading fashion photographers include Paolo Roversi and Miles Aldridge's advertising-as-art campaigns for Martell Cordon Bleu. All of these contemporary artists share one thing in common with Martell: an unwavering commitment to the quest for perfection.

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One of the images shot by Miles Aldridge for Martell Cordon Bleu in Los Angeles. The cinematic scope of the campaign evokes a modern-day Great Gatsby aesthetic

Besides ad campaigns, Martell has also founded the Martell Art Foundation in 2007, an ongoing initiative between the cognac house and the Central Academy of Fine Arts, Beijing, to support the development of Chinese contemporary art and art education in China. Another toast to the arts is the Martell Artists of the Year exhibition in China, an annual showcase of promising international artists in disciplines such as sculpture and painting.

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Winners of the Martell Artists of the Year 2011

Last year's Martell Artists of the Year award ceremony was held at the Beijing Today Art Museum on June 3, and marked the start of a nation-wide exhibition tour highlighting the work of the five award-winning artists: Sui Jianguo, a conceptual sculptor; Li Songsong, an oil painter whose canvases retrace historical memory; Hai Bo, a photographer who specializes in capturing historical change; and Inez van Lamsweerde and Vinoodh Matadin, art, fashion and portrait photographers from Holland.

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Martell Brand Heritage Director, Jacques Menier, at left, admiring the artwork of the 2011 Martell Artists of the Year

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