HAINAN COLLECTION
Martell
The background
Following the creation of the Paris Collection for Maison Martell, Partisan du Sens has brought the concept to life once again with a new expression designed for Hainan, one of the most strategic markets for luxury brands in Asia, on the occasion of the brand’s second flagship opening on the island.
Nicknamed the “Hawaii of China”, Hainan is a leading destination for luxury tourism and duty-free shopping, attracting a high-end Chinese clientele in search of exclusivity.
This new chapter reflects the House’s strategy: “Act local to shine globally.” It comes to life through ultra-personalised experiences tailored to local cultural codes, while celebrating Martell’s French heritage and distinctive visual language.
Launched in 2022 at the heart of Galeries Lafayette Haussmann, the Paris Collection was a true success, offering an immersive, sensorial and ultra-premium personalisation experience.
Building on this success, the Hainan Collection adopts the same creative codes developed in France, adapting them to a new cultural and geographic context.
Nicknamed the “Hawaii of China”, Hainan is a leading destination for luxury tourism and duty-free shopping, attracting a high-end Chinese clientele in search of exclusivity.
This new chapter reflects the House’s strategy: “Act local to shine globally.” It comes to life through ultra-personalised experiences tailored to local cultural codes, while celebrating Martell’s French heritage and distinctive visual language.
Launched in 2022 at the heart of Galeries Lafayette Haussmann, the Paris Collection was a true success, offering an immersive, sensorial and ultra-premium personalisation experience.
Building on this success, the Hainan Collection adopts the same creative codes developed in France, adapting them to a new cultural and geographic context.
The creation
Crafted in silk, the scarf embodies an elegant encounter between Maison Martell’s legacy and the spirit of Hainan.
Its design centres around a detailed illustration, a tribute to the island’s unique architecture. Framed by a border of motifs inspired by Hainan’s landscape and traditions, the composition nods to the island’s rich natural and cultural tapestry.
Martell’s institutional and aesthetic codes are subtly woven into the design, in dialogue with the island’s imagery, creating a delicate and meaningful bridge between two worlds.
Its design centres around a detailed illustration, a tribute to the island’s unique architecture. Framed by a border of motifs inspired by Hainan’s landscape and traditions, the composition nods to the island’s rich natural and cultural tapestry.
Martell’s institutional and aesthetic codes are subtly woven into the design, in dialogue with the island’s imagery, creating a delicate and meaningful bridge between two worlds.
