TL;DR
Get your wardrobe favorites delivered free — and shop member deals
- Fast, free delivery on millions of items
- Access to Prime Big Deal Days deals on October 6–7
- Prime Video, Amazon Music and more included
Maison Martell has appointed Ghanaian visual artist Prince Gyasi as a creative partner for a series of films, cultural experiences and other initiatives. The partnership begins this month with a film conceived by Gyasi and directed by TJ Sawyerr at Martell’s Château de Chanteloup estate.
Maison Martell has named Ghanaian visual artist Prince Gyasi as its new creative partner, starting an ongoing collaboration with a film shot at the Cognac house’s Château de Chanteloup estate. The partnership is set to produce films, cultural experiences and other initiatives that bring Gyasi’s visual approach to the maison’s heritage.
The first project, launching this month, is a film conceived by Gyasi and directed by TJ Sawyerr. Set at Martell’s estate, it offers an initial example of how the artist plans to work with the brand. The report describes vibrant imagery, Ghanaian pushcarts and an Afrobeats backing track as elements of the film.
Gyasi told Hypebeast that the project aims to create a conversation between Accra and Cognac, linking tradition and contemporary culture. He said he wanted the film to evoke discovery, optimism and human connection. The source does not provide a release schedule for the remaining projects or details about where the film can be viewed.
Gyasi also described colour as central to how he experiences the world. He said he has grapheme-colour synaesthesia, associating letters, numbers, days and names with particular colours, and used that perspective to shape the film’s treatment of Martell.
A New Creative Voice for Martell
The appointment gives Martell a named artist to shape a series of creative projects, rather than a one-off campaign. For readers, the immediate development is both the partnership and its first film; the longer-term significance will depend on what work follows and how the collaboration develops.
Gyasi’s stated intention is to bring a contemporary perspective to the maison without simply revising its heritage. His framing of the film as a link between Accra and Cognac places cultural exchange at the center of the project. That is Gyasi’s description of his approach, not an independent assessment of the film’s impact.
As an affiliate, we earn on qualifying purchases.
Gyasi’s Earlier Creative Work
The appointment follows work that has brought Gyasi’s visual style to projects beyond his own practice. Hypebeast notes that his work featured in Pharrell’s 2025 FEMMES exhibition and Apple’s Chasing the Light series. Those references provide context for Martell’s selection of him, but the report does not give further details about his role in either project.
Martell is a Cognac maison, and the new film was shot at its Château de Chanteloup estate. Gyasi told Hypebeast that he sees a connection between the brand’s respect for heritage and his own practice of drawing on cultural roots while looking toward the future. The collaboration is presented as a new creative dialogue, with additional works expected beyond the opening film.
“Martell’s ability to respect its heritage while remaining open to new forms of expression feels very familiar to my own practice.”
— Prince Gyasi, speaking to Hypebeast
As an affiliate, we earn on qualifying purchases.
Details Beyond the First Film
The report does not specify how many projects the partnership will include, when later works will appear, or which cultural experiences and maison initiatives are planned. It also does not state the film’s full distribution details or provide comments from Martell representatives about the appointment.
The collaboration is described as ongoing, but its duration and terms are not given. The source outlines Gyasi’s intentions for the work; it does not provide audience response, commercial results or other measures of the partnership’s effect.
Cognac brand collaboration art books
As an affiliate, we earn on qualifying purchases.
As an affiliate, we earn on qualifying purchases.
Further Projects to Come
The first film begins the partnership this month, with Martell and Gyasi expected to develop additional films, cultural experiences and maison initiatives. No dates or project descriptions for those later releases have been announced in the source report.
For now, the film at Château de Chanteloup is the clearest indication of how the collaboration will take shape. Further details will depend on announcements from Martell or Gyasi about the next works and how they will be presented.
visual art supplies for synaesthesia
As an affiliate, we earn on qualifying purchases.
As an affiliate, we earn on qualifying purchases.
Key Questions
Who is Maison Martell’s new creative partner?
Ghanaian visual artist Prince Gyasi has been named the Cognac maison’s creative partner.
What is the first project in the partnership?
The opening project is a film conceived by Gyasi and directed by TJ Sawyerr, shot at Martell’s Château de Chanteloup estate and launching this month.
What will the collaboration include?
Martell says the partnership will include new films, cultural experiences and maison initiatives. Dates and details for later projects have not been provided.
What did Gyasi say the film is about?
Gyasi described it as a conversation between Accra and Cognac, exploring how tradition and contemporary culture can inspire one another.
Source: rss
Fall Picks
fall essentials
As an affiliate, we earn on qualifying purchases.
