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Maison Martell has appointed Ghanaian visual artist Prince Gyasi as a creative partner for an ongoing series of works drawing on the Cognac house’s heritage. The partnership begins with a film conceived by Gyasi and directed by TJ Sawyerr, shot 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 a partnership planned to include further creative works, cultural experiences and initiatives.
The opening film brings Gyasi’s use of vivid colour and storytelling into Martell’s setting. The report describes imagery that includes Ghanaian pushcarts and an Afrobeats backing track. It presents the project as a first look at how the artist will approach the house’s history, rather than a full account of the wider programme.
Gyasi told Hypebeast that he wanted to offer a new perspective on Martell’s world, not reinterpret its heritage. He said the film aims to connect Accra and Cognac through a conversation between tradition and contemporary culture. The collaboration is described as ongoing, but the source does not provide a release schedule, list of future projects or details of the partnership’s commercial terms.
Gyasi said he experiences the world through colour and has grapheme-colour synaesthesia, associating letters, numbers, days and names with particular colours. He said that perception informed the film’s visual approach. The source also points to his previous work in Pharrell’s 2025 FEMMES exhibition and Apple’s Chasing the Light series.
A New Creative Voice for Martell
The appointment puts an artist known for a distinctive colour-led visual style at the centre of Martell’s effort to present its heritage through contemporary creative work. For the brand, the film offers an opening expression of that approach; for viewers, it brings Gyasi’s perspective into a setting associated with Cognac production and French heritage.
The stated connection between Accra and Cognac also gives the project a cultural dimension beyond a film made at a brand estate. Gyasi describes creativity as a way to connect people across places and experiences. That is his account of the work’s intent; the source does not report audience response or provide evidence of the project’s wider cultural or commercial impact.
The partnership’s longer-term importance will depend on what follows this first release. Martell says the programme will extend to films, experiences and other initiatives, but those plans remain broad. The launch is a confirmed collaboration, not yet a detailed slate of announced projects.
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Gyasi’s Visual Practice Meets Cognac
Martell is a Cognac house, and the partnership is framed around presenting its heritage through new creative work. Rather than describing a change to the brand’s products or production, the announcement focuses on visual storytelling and cultural programming. The first project was filmed at Château de Chanteloup, identified in the source as Martell’s estate.
Gyasi’s prior work includes Pharrell’s 2025 FEMMES exhibition and Apple’s Chasing the Light series, according to the Hypebeast report. Those references help situate the appointment as a collaboration with an artist whose work has appeared in other cultural and commercial settings. The report does not offer further details about his role in those projects or explain how the new partnership will be structured.
“Rather than reinterpreting the heritage itself, I wanted to bring a new perspective to it, using colour, emotion and storytelling to reveal different dimensions of the Maison’s world.”
— Prince Gyasi, speaking to Hypebeast
Details of the Wider Programme
The announcement does not specify how long the partnership will run, when later projects will appear, or which cultural experiences and Martell initiatives are planned. It also gives no information about the agreement’s financial terms or how the collaboration will be distributed beyond the first film.
The source describes the film’s creative elements and Gyasi’s intentions, but does not provide independent assessments, audience figures or measurable outcomes. Those details would be needed to judge the response to the launch or its effect on Martell’s broader creative programme.
Further Films and Experiences
The first film launches this month as the opening instalment of the partnership. Martell and Gyasi are expected to develop further work under the ongoing collaboration, including new films, cultural experiences and maison initiatives, according to the announcement.
No dates or descriptions for those later projects have been provided. The next concrete developments will be the release of additional work and any details Martell shares about the programme’s scope and schedule.
Key Questions
Who is Maison Martell’s new creative partner?
Ghanaian visual artist Prince Gyasi has been named Martell’s creative partner.
What is the first project in the partnership?
The collaboration begins with a film conceived by Gyasi and directed by TJ Sawyerr, shot at Martell’s Château de Chanteloup estate.
What does the film feature?
The Hypebeast report describes vibrant imagery, Ghanaian pushcarts and an Afrobeats backing track. Gyasi says the film connects Accra and Cognac through tradition and contemporary culture.
What else is planned?
The partnership is expected to include more films, cultural experiences and Martell initiatives. No schedule or specific details for later projects have been announced in the source.
Source: rss
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