By Ayomide Otitoju
Martell, the Pernod Ricard cognac brand known for its heritage of bold creativity, has unveiled The Swift Ascendant, a large-scale metal artwork produced in collaboration with renowned Nigerian sculptor Dotun Popoola.
Popoola, celebrated for his pioneering “scrap art” technique, transforms discarded metal into intricate sculptures showcased through his Scrap Art Museum. His latest work reimagines Martell’s historic Swift emblem — the bird long engraved on every bottle and symbolic of the Maison’s spirit of freedom and daring.
Composed of hundreds of reclaimed metal components, The Swift Ascendant was unveiled on November 21, 2025, at the Wings Centre in Victoria Island, Lagos, as part of “Martell on the Move,” the brand’s campaign celebrating audacity and movement.
Speaking at the launch, Michael Ehindero, Managing Director of Pernod Ricard Nigeria, described the installation as “a true testament to Martell’s DNA.”
“Martell has always stood for pushing boundaries and choosing boldness over routine,” he said. “This installation transforms what was once discarded into a masterpiece, telling a powerful story about vision, creativity, and responsible transformation.”
Marketing Director Evane Chenuet added that the piece carries cultural and emotional weight. “The Swift Ascendant is more than an installation — it is a conversation starter,” she said. “As it travels across Lagos, we expect it to spark inspiration, curiosity, and deeper engagement with consumers.”
The initiative is part of Pernod Ricard’s Sustainability and Responsibility Roadmap, particularly its circular-making pillar, promoting the fusion of creativity and environmental responsibility.
With this collaboration, Martell and Pernod Ricard Nigeria continue to expand their artistic footprint, emphasizing innovation, cultural relevance, and sustainability in their brand expression.
