After being rather quiet for some time, Martell V.S.O.P started 2016 with a bang with the first ever Martell La French Touch Party in Kuala Lumpur. Headlining the event which was held at KL Live on 16 January 2016 was Joachim Garraud – one of the most influential pioneers in the electronic dance music scene and a Grammy Award nominee. Also playing at the party were the golden DJ couple Joey G and Patricia Knudsen; Hip Hop International World Bronze Medalist, Elecoldxhot; as well as artists from famed local DJ community – Play for Passion.
Martell celebrated the evolution of the French music movement in the last decade with the creation of the limited edition La French Touch by Martell, which was on display and also served to guests at the party. This new limited edition features a glow-in-dark, neon blue bottle created in a partnership with Etienne de Crécy, pioneer and emblematic figure of the electronic music movement. Etienne de Crécy popularised French House music, a genre that came to be known as ‘the French Touch’.
“Designing, producing, and putting a bottle of Martell VSOP under the spotlights. There’s something both elegant and exciting about that.” commented Etienne de Crécy.
“For this bottle I needed a dark, deep and dense background, in order to get the neons to vibrate. The famous Martell blue seemed the obvious choice. Especially as the colour also symbolizes night time, with all its electricity and its attractions,” he shared.
The graphic design of the electric lines evokes the Cube, equally emblematic for the French Touch and Etienne de Crécy, reminiscent of a music studio or of the center stage of a night-club or an art gallery, where one is throbbing to the beat of a musical performance.
‘It came naturally. The neon was getting further away, fading out, and suddenly a rhythm appeared. It was both really abstract and really powerful. An almost musical form, strong and sensitive, which everyone can interpret in their own way,’ concluded Etienne.
DJ and producer Joachim Garraud is no stranger to Asia and Malaysia, and treated the partygoers with his signature space invaders theme song along with a wide range of music from electro-house to techno.
“I really love coming to Asia because for me the Asian audience is one of the best in the world. They really appreciate good music and they love to party. I always get excited performing in Asia because I simply love the energy here!” enthused Joachim Garraud.
“The La French Touch party is a way for us to bring the art of French living to Kuala Lumpur in line with Martell’s brand messaging. The La French Touch concept aims to expand the brand reach by offering a curated experience for the new generation who celebrate life through exhilarating music, spectacular parties and elegant cocktails. Similar to our other offerings at Martell, our goal is to share quality products that can be enjoyed in a myriad of pleasurable moments,” shared Emmanuel Dokhelar, Marketing Director of Pernod Ricard Malaysia.
“The treatment and details created by Etienne de Crécy for the La French Touch bottle will be recreated throughout the event from the ambience, to the food and cocktails and especially in the music,” he added.
Also at the party were former Miss Universe Malaysia, Nadine Ann Thomas; former Miss World Malaysia, Thanuja Ananthan: Miss Tourism Malaysia, Gabriella Robinson, Astro SuperSports host Jun Yong and Japanese American actor Josiah Mizukami, to name a few. As event partners, Mercedes-Benz also showcased several of their CLA250 with illuminated neon lights at the venue.
For more info, head over to http://www.martell.com/en-my/frenchtouch
Photo credits: Pernod Ricard Malaysia, Andy Kho (www.andykho.com) and Tim Chew (timchew.net)