Martell, France’s Newest Art Foundation, Previews in Cognac
A snowy site-specific installation by Vincent Lamouroux has inaugurated the program.
The cognac brand Martell has previewed its new art foundation, sited in the modernist Gâtebourse building that once functioned as a bottling factory in the town of Cognac, southwestern France, with a site specific work by artist Vincent Lamouroux.
The art foundation project, which follows in the footsteps of European super-brands like Louis Vuitton and Prada, is due for completion by 2021.
“[By] creating a corporate foundation in the heart of its territory, Martell wants to embrace its local roots and a new challenge: to carry forward culture, the arts and knowledge while sharing our values of excellence, generosity and friendliness with a large audience, in France and abroad,” César Giron, CEO of Martell Mumm Perrier-Jouet, said in a statement.
Lamouroux’s spectacular work Par Nature (2016) is a landscape comprising of all the materials used to make a Martell Cognac bottle, thus tapping into the history of the building and the brand. The work is covered in white lime, which gives the impression of a snowy landscape.
This installation by Lamouroux and renovated exterior are the first in a four stage program, which will see the former bottling factory transformed into 6,000 square meter art center, designed by French architects Brochet-Lajus-Pueyo.
After the Lamouroux exhibition closes in January 2017, an extensive renovation of the Gâtebourse building will commence, starting with the interior, the ground floor, and rooftop terrace, and a first reopening scheduled for spring 2018. The rest of the building will then be repaired gradually, with a completion date slated for 2020-21.
The foundation is aiming to set itself up as a “space of discovery and experimentation” and a tourist destination, able to draw international artists and designers into a dialogue with the historical brand through a progressive and innovative program.
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