The prestigious cognac house Martell has launched a bold new chapter in Nigeria, bringing its 'Martell On The Move' campaign to life with two spectacular installations in Lagos. The brand unveiled a towering art sculpture and a unique floating experience, marking a significant moment where luxury meets cultural expression and sustainability.
The Swift Ascendant: A Monument to Sustainable Audacity
At the heart of the campaign is The Swift Ascendant, a monumental sculpture standing 14 feet tall. Created in collaboration with acclaimed Nigerian contemporary artist Dotun Popoola, the piece is constructed entirely from recycled metal. This artistic endeavor transforms discarded materials into a powerful symbol of renewal and audacious creativity.
Evane Chenuet, Marketing Director for Pernod Ricard Nigeria, emphasized the sculpture's deeper meaning. She stated that it is a living expression of Martell's spirit, demonstrating how purpose and creativity can align. The partnership with Popoola, she noted, turns waste into wonder, redefining the language of modern luxury through meaning and mastery.
Artist Dotun Popoola reflected on the work, highlighting its narrative of rebirth. "Every piece of metal in this sculpture has lived another life before this one," he said, proving that creativity and sustainability can coexist beautifully.
The Martell Voyager: Making Waves on Lagos Waterways
Extending its audacious spirit from land to water, Martell simultaneously introduced The Martell Voyager. This first-of-its-kind floating experience is designed to bring the brand's sophistication to the iconic waterways of Lagos. Illuminated against the night sky, the Voyager invites Nigerians to "Make Waves with Audacity."
Michael Ehindero, Managing Director of Pernod Ricard Nigeria, connected the two installations. "The Swift Ascendant and The Martell Voyager together symbolize motion, Martell’s relentless pursuit of new horizons," he commented. "As a brand, we’ve owned the land and the sky; now, we take to the land and sea." He described this as Martell's audacious evolution, powerfully connecting art, culture, and creativity.
A Journey Across Cities and Waterways
The unveiling is just the beginning of a dynamic journey for both installations. The Swift Ascendant is set to travel across major Nigerian cities. Audiences are encouraged to spot the sculpture and share their sightings online as it moves through Abuja, Port Harcourt, and other destinations to be revealed later.
Meanwhile, The Martell Voyager embarked on a 30-day journey across Lagos starting November 22nd, 2025. Its voyage will continue until December 31st, 2025, sailing through key locations including Lulu, Mako, Lagos Motor Boat Club, King Fisher, and Terra Foam.
This dual launch under the 'Martell On The Move' banner is presented as a tribute to individuals who dare to look higher, think deeper, and live boldly. The brand encourages the public to join the journey by spotting and sharing images of both The Swift Ascendant and The Martell Voyager.
