Martell marks 130 years in Malaysia with AI pop-up in Pavilion Bukit Jalil

See Martell’s evolution in Malaysia from 1894 to today in the Heritage Room.

The pop-up provides guests with an immersive journey into the brand’s rich history and innovations (All photos: Martell)

Martell’s 130-year celebration in Malaysia takes the sensory experience up a notch with a disruptive AI pop-up at Pavilion Bukit Jalil, Kuala Lumpur, providing guests with an immersive journey into the brand’s rich history and innovations.

The interactive experience kicks off in the Heritage Room where, for the first time, one gets to see Martell’s evolution in Malaysia from 1894 to today, recreated using AI technology and the brand’s historical archives.

The heart of the pop-up is where the innovative spirits reign. Here, visitors can preview Martell’s upcoming 2024 launches and limited editions. The pièce de résistance is the Les Remarquables Martell — Edition Laurentine Perilhou exhibit, which is valued at RM5 million.

Crafted by renowned French artist Laurentine Périlhou — whose works span luxury brands such as Hermès, Jean-Paul Gaultier, Lanvin and Balmain — Les Remarquables Martell is a masterpiece decanter adorned with intricate gold thread macramé, diamonds and sapphires, housing Martell’s single cru eaux-de-vie from its 70-year-aged Private Reserve. Sublime!


Martell x Marcos Kueh Martell Cordon Bleu limited edition pack and bottle

“In our commitment to ‘Soar Beyond The Expected’, we acknowledge the profound impact of intertwining historical legacy with cutting-edge technologies like AI. This anniversary pop-up mirrors Martell’s rich Malaysian journey while paving the way for the future. At its core, Martell embodies disruptive elegance, challenging conventions to craft experiences that are disruptive, innovative and captivating,” says Liew Pooi Wan, head of marketing at Pernod Ricard Malaysia.

Also not to be missed is the Martell x Marcos Kueh Martell Cordon Bleu limited edition pack and bottle, limited to 130 bottles. Created in collaboration with Malaysian textile artist Marcos Kueh, it commemorates the brand’s history in the country. The artistic narrative features The Martell Swift-emblazoned hot air balloon symbolising its arrival over a Malaysian landscape that portrays the past, present and future with heritage and contemporary architecture. Sarawakian traditional beads, the majestic Rafflesia flower and motifs inspired by Malaysian woven textile art are delicately integrated to toast the country’s rich identity.

Priced at RM1,046, this limited edition is available at The Food Merchant, The Chamber and Magnum Wines & Spirits at Pavilion Bukit Jalil until Jan 1, 2024, or while stock lasts. The interactive, multisensory and AI-enabled pop-up runs until Jan 1, 2024, at the Concourse at Pavilion Bukit Jalil from 10am to 10pm daily. To stand a chance to view the Les Remarquables Martell exhibit, visit


This article first appeared on Dec 18, 2023 in The Edge Malaysia.


Follow us on Instagram