Maison Martell has named Ghanaian visual artist Prince Gyasi as its new Creative Partner, bringing together the Cognac house’s centuries-old heritage and the artist’s vibrant contemporary visual language.
The partnership marks the beginning of a broader creative collaboration built around Martell’s 300-year history. Through Gyasi’s distinctive use of colour, culture and storytelling, the collaboration will explore new ways of presenting the maison’s identity to a contemporary audience.
Gyasi, whose work has gained international recognition through projects including Pharrell Williams’ FEMMES exhibition and Apple’s Chasing the Light series, will contribute to a range of creative projects spanning film, cultural experiences and other Martell initiatives.
The first project is a new film conceived by Gyasi and directed by TJ Sawyerr. Shot at Martell’s Château de Chanteloup estate in Cognac, the film creates a visual connection between Accra and Cognac, bringing elements of Ghanaian culture into the world of the historic French maison.
Vibrant colours, Ghanaian pushcarts and an Afrobeats soundtrack feature throughout the film, reflecting Gyasi’s approach to blending African cultural references with contemporary visual storytelling. For Gyasi, the collaboration also draws from his personal relationship with colour. The artist has grapheme-colour synaesthesia, a condition that leads him to associate letters, numbers, names and other concepts with particular colours—an experience that has significantly influenced his creative practice.
Rather than simply revisiting Martell’s history, the collaboration offers a fresh interpretation of the maison through Gyasi’s perspective, creating a dialogue between heritage, contemporary culture and African creativity.
The first film sets the tone for an ongoing partnership that looks to connect different cultures and creative perspectives while introducing Martell to audiences through a new visual lens.
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