Martell Unveils “The Swift Ascendant” — A Bold Fusion of Audacity, Art, and Circular Creativity

LAGOS NIGERIA – Martell, Pernod Ricard’s iconic cognac known for its audacious spirit, has unveiled The Swift Ascendant — an artistic masterpiece created in collaboration with acclaimed metal sculptor Dotun Popoola.

Renowned for transforming discarded materials into breathtaking sculptures, Dotun Popoola is a pioneer of “scrap art” in Africa. His work, showcased through his celebrated Scrap Art Museum, redefines waste by giving new life, form, and purpose to metal remnants that would otherwise be forgotten.

In The Swift Ascendant, Dotun brings this philosophy to life by piecing together hundreds of scrap components to recreate the historic emblem of Maison Martell – the legendary Swift emblem. The Swift – a bird unlike any other soars over land and sea, knowing no frontiers. Traditionally engraved on every Martell bottle, it symbolises Maison Martell’s spirit of daring and freedom.

This installation, a striking highlight of Martell on the Move, the brand’s vibrant campaign celebrating audacity in land and motion, was unveiled on Friday, November 21, 2025, at the Wings Centre, Victoria Island, Lagos.

Speaking at the unveiling, Michael Ehindero, Managing Director, Pernod Ricard Nigeria, described The Swift Ascendant as a true testament to Martell’s DNA. “Martell has always stood for pushing boundaries — for choosing boldness over routine,” he said. “This installation captures that spirit beautifully – transforming what was once discarded into a masterpiece, telling a powerful story about vision, creativity, and responsible transformation.”

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Also speaking at the event, Evane Chenuet, Marketing Director, Pernod Ricard Nigeria, highlighted the emotional and cultural resonance of the work. “The Swift Ascendant is more than an installation — it is a conversation starter,” she noted.

“It reflects the audacity, craftsmanship, and forward-thinking mindset that defines Martell. As it travels across Lagos, we expect it to spark inspiration, curiosity, and deeper engagement with our consumers.”

The initiative aligns with Pernod Ricard’s sustainability and Responsibility Roadmap under the circular making pillar. The Swift Ascendant serves as a symbolic reminder that creativity, luxury and sustainability can coexist in powerful harmony.

With this installation, Martell and Pernod Ricard Nigeria continue to champion a new era of brand expression — one where audacity shapes legacy, and where artistic innovation becomes a meaningful part of the cultural landscape.