A Pop-Up Brand Design Diamond from Martell Cognac

A Retail Pop-up Diamond Brand Experience
Here at Truly Deeply we’re big fans of the pop-up retail/brand experience concept. In the battle for attention, an brand experience that allows potential customers to trial a product or service and get a feel for the brand is a high-value foothold. I’m not a big drinker of sticky wines myself, but I have to tip my hat to Cognac brand Martell, who’ve not just been popping-up recently at Hong Kong airport, but are doing-so with a beautifully evocative brand experience.

Martell was founded by Jean Martell in 1715. From the Firino-Martell family, it passed through the hands of the Canadian Seagram family to its current owners, the Pernod Ricard Group, that also owns Ballantine’s, Chivas Regal, Absolute Vodka, Kahlua, Malibu and a swag of other premium alcohol brands. When it comes to brand storytelling through retail pop-up it seems the people at the Pernod Ricard Group have it sorted.

Dave Ansett, Brandamentalist
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Pop-Up Brand Designer

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  1. It’s been interesting to watch the evolution of pop-up stores. Ever since I was knee-high at the supermarket with my mum – product tasting has been key to developing new customer relationships. These pop-up brand experiences take the ‘tasting’ concept and layer it with brand experience to create an even richer connection.

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