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Maison Martell has named Ghanaian visual artist Prince Gyasi its new creative partner. Their collaboration begins with a film conceived by Gyasi and directed by TJ Sawyerr, filmed at Martell’s Château de Chanteloup estate.
Maison Martell has named Ghanaian visual artist Prince Gyasi as a creative partner, beginning an ongoing collaboration with a film conceived by Gyasi and directed by TJ Sawyerr. Shot at the Cognac producer’s Château de Chanteloup estate, the film introduces Gyasi’s visual approach to the house’s heritage and marks the first of a planned series of creative works.
The partnership is described as an ongoing creative dialogue, with projects expected to include films, cultural experiences and Maison initiatives. Martell said the work will offer a forward-looking interpretation of its heritage. The source report does not specify a release schedule or list further projects beyond those formats.
Gyasi told Hypebeast that he wanted to bring a new perspective to Martell rather than reinterpret its heritage directly. He said the film uses colour, emotion and storytelling to present different dimensions of the Maison’s world. The reported visuals include Ghanaian pushcarts and are accompanied by an Afrobeats track.
Gyasi said the film explores a conversation between Accra and Cognac and how tradition and contemporary culture can influence one another. He also described experiencing the world through colour, citing grapheme-colour synaesthesia: an association of letters, numbers, days and names with particular colours.
A New Creative Voice for Martell
The appointment brings a contemporary artist’s perspective into Martell’s presentation of its heritage. The first film links imagery associated with Ghana and Accra to the Cognac house’s estate in France, framing the partnership around cultural exchange rather than a conventional product-focused campaign.
For readers following art, fashion and luxury-brand collaborations, the announcement signals that Martell plans to extend the relationship beyond a single film. Its stated formats—films, cultural experiences and Maison initiatives—suggest a broader program, although its scale and audience reach have not been detailed.
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Gyasi’s Work Before Martell
Gyasi is a Ghanaian visual artist whose previous projects, according to the source report, include work featured in Pharrell’s 2025 FEMMES exhibition and Apple’s Chasing the Light series. The Martell partnership draws on his distinctive use of vibrant colour and cultural references, now applied to the Cognac Maison’s setting and history.
The first installment was filmed at Château de Chanteloup, identified in the report as Martell’s estate. The source describes it as an introduction to how Gyasi intends to bring his visual language into the Maison’s world; it does not provide technical details about the film’s length, distribution or production budget.
“Martell’s ability to respect its heritage while remaining open to new forms of expression feels very familiar to my own practice, where I often draw from cultural roots while looking toward the future.”
— Prince Gyasi, speaking to Hypebeast
Details of Future Projects
The announcement does not give dates for later installments, identify other artists or collaborators, or explain how the planned cultural experiences and Maison initiatives will be delivered. It is also unclear whether the film will appear on platforms beyond those referenced by Martell or whether the partnership includes any commercial products. The available report presents Gyasi’s explanation of the work but does not include a separate statement from Martell detailing its objectives or measures of success.
Further Work From the Partnership
The first film launches this month and serves as the opening installment of the collaboration. Martell and Gyasi have indicated that more creative work is planned, spanning films, cultural experiences and Maison initiatives, but have not announced a timetable or specific next project. Further details will depend on subsequent announcements from the artist or the Cognac house.
Key Questions
Who is Prince Gyasi?
Prince Gyasi is a Ghanaian visual artist known for a distinctive, colour-focused visual style. The source report cites his work in Pharrell’s 2025 FEMMES exhibition and Apple’s Chasing the Light series.
What is the Maison Martell partnership?
Martell has appointed Gyasi as a creative partner for an ongoing collaboration. Planned work includes films, cultural experiences and initiatives connected to the Maison.
What is the first project?
The collaboration begins with a film conceived by Gyasi and directed by TJ Sawyerr. It was shot at Château de Chanteloup, Martell’s estate, and features vibrant imagery, Ghanaian pushcarts and an Afrobeats backing track, according to the source report.
What does the film explore?
Gyasi said it creates a conversation between Accra and Cognac, exploring how tradition and contemporary culture can inspire one another. He also said his experience of colour informed the film’s visual approach.
When will more projects be released?
The first installment launches this month, but Martell has not announced dates for later films, cultural experiences or other initiatives.
Source: rss
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