Artist Prince Gyasi and singer Davido have collaborated on a limited-edition Martell cognac bottle. Maison Martell unveiled its Martell Afrobeats collection this week in New York, marking the global launch of the new Martell VS and XO limited-edition bottle designs. The release builds on Martell’s five-year relationship with Davido and introduces Gyasi’s new role as the Maison's creative partner.
For the Martell VS label, Gyasi reworked Davido’s portrait in his signature saturated, block-color style, surrounding it with soundwaves meant to evoke the singer's global reach, while incorporating Martell’s house blue branding alongside gold and wave-like forms inspired by the landscapes of West Africa. An XO expression, designed separately, will launch exclusively in Africa.
“When I hear music, I experience it visually,” Gyasi said in a statement. “With these designs, I wanted to capture the feeling of Afrobeats—the movement, the joy, the confidence, and the way it connects people across the world. Davido brings that energy through music, and I wanted to translate it through color, movement, and emotion.” Davido, for his part, framed the bottle as a natural extension of his partnership with the brand: “Five years with Martell, and we’ve built something really special for this launch. Bringing Prince into the mix to connect the music with his creative vision took it to a new level.”
Gyasi, who is self-taught and took up photography as a teenager in Accra using an iPhone, is known for surreal compositions informed by his synesthesia, which links colors to words and emotions. He became the first African artist to shoot the Pirelli Calendar, creative-directing its 50th-anniversary 2024 edition. He was also named one of Time’s Next Generation Leaders in 2023, and has collaborated with Apple, Off-White, and Balmain. His work is held in the Pinault Collection, the Jean Pigozzi Collection, and the Museu de Arte do Rio.
Davido, the most-followed Afrobeats artist on social media, released his sixth studio album, ORIADÉ, this summer.
The New York launch, hosted by Martell culture ambassador Adesope “Shopsydoo” Olajide, included a fireside conversation between Davido and Gyasi and closed with a live Davido performance. The announcement coincides with the release of Davido's new music video for “Already Falling,” filmed at Martell’s historic Château de Chanteloup estate in Cognac, France, and featuring the new bottle designs. “Martell’s heritage is rooted in craftsmanship and an optimistic spirit, with an openness to the cultural forces shaping our world,” said Sébastien Borda, Pernod Ricard’s vice president of marketing for prestige brands. “Through this limited edition, Davido and Prince Gyasi bring music, art, and design together in a way that feels distinctive, joyful, and contemporary.”
The Martell VS Afrobeats bottle is available now at retailers across the U.S. and on Martell.com for $35, while supplies last. The XO limited-edition bottle will roll out separately in Nigeria, Ghana, and Kenya.
from Artsy News https://ift.tt/e85N2Yy
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