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Martell Cognac is launching Maison Martell, a new traveling cultural residence debuting in Johannesburg from 8-22 March 2026 at Montecasino. The concept blends French heritage with South African creativity, offering intimate culinary, fashion, and musical experiences. Positioned as “slow luxury,” the event features limited daily tickets to ensure exclusivity.

Event Details

• Event: Maison Martell
• Location: Montecasino, Fourways
• Dates: 8-22 March 2026
• Concept: “Slow Luxury” / Cultural Residence
• Pillars: Gastronomy, Music, Fashion, Design
• Access: Limited daily tickets (sales opening soon)

Martell Launches Immersive Residence

In a city defined by its relentless pace, Martell Cognac is betting on the value of slowing down. The French cognac house announced (on 12 February) the launch of Maison Martell, a temporary cultural residence designed to embed the brand within South Africa’s creative economy. The inaugural chapter will take place in Johannesburg at Montecasino from 8-22 March 2026, before moving to other key cities across the continent.

Described as a “cultural residence” rather than a traditional pop-up, the venue aims to merge French heritage with local Johannesburg influence. The programming is built around four cultural pillars: culinary arts, music, fashion, and design.

The Concept

According to Tintswalo Baloyi, Category Director for Prestige & High Energy at Pernod Ricard South Africa, the project is a reaction to the speed of modern consumption. “Martell’s philosophy of time, craft, and patience blends naturally with South Africa’s cultural economy,” Baloyi stated. “The Maison is where these worlds meet, creating space to slow down and experience luxury with intention.”

The Experience

Guests can expect a departure from the high-volume nightclub environment often associated with spirits marketing. Instead, Maison Martell is curated around “intimate musical performances,” chef-led dining collaborations, and bespoke tastings. The venue is designed to be explored room by room, with art installations and design elements that reflect the specific identity of the host city.

To maintain this atmosphere of “slow luxury,” access will be strictly controlled. Tickets will be released in limited daily batches to prevent overcrowding and ensure a personalized experience for attendees.

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