Prince Gyasi Named Maison Martell Creative Partner

Maison Martell has announced Ghanaian visual artist Prince Gyasi as its new creative partner, initiating an ongoing collaboration focused on his distinctive artistic style. This partnership aims to reimagine the heritage of the Cognac maison through a series of creative works. Gyasi's artistic approach, previously featured in Pharrell's 2025 FEMMES exhibition and Apple’s Chasing the Light series, will be central to this collaboration.

Prince Gyasi expressed that Martell's balance of respecting heritage while embracing new forms of expression resonates with his own artistic practice, which draws from cultural roots while looking towards the future. He stated his intention to bring a fresh perspective to Martell's heritage, utilizing color, emotion, and storytelling to unveil new dimensions of the brand. The partnership will involve the release of new films, cultural experiences, and maison initiatives designed to offer a forward-thinking interpretation of Martell.

The initial phase of this collaboration, commencing this month, includes the release of a new film conceived by Gyasi and directed by TJ Sawyerr. This film was shot at Martell's estate, Château de Chanteloup, and provides an early demonstration of how Gyasi's unique visual language will be integrated into the Maison Martell brand. Gyasi described the film as an exploration of the dialogue between Accra and Cognac, examining how tradition and contemporary culture can mutually inspire each other and how creativity can foster connections across diverse places and experiences. He aimed to evoke a sense of discovery, optimism, and human connection in viewers.

Detailing his visual methodology, which incorporates vibrant imagery, Ghanaian pushcarts, and an Afrobeats soundtrack, Gyasi revealed his experience of the world through color, attributing this to his grapheme-color synesthesia. This neurological condition causes him to associate letters, numbers, days, and names with specific colors. Through this project, Gyasi sought to present Martell through his personal visual lens, creating an experience that is vibrant, emotional, and alive. The partnership signifies a commitment by Maison Martell to engage with contemporary art and diverse cultural influences to refresh its brand narrative.