Prince Gyasi Turns His Distinctive Visual Lens to Maison Martell
As part of a new creative partnership revolving around the Cognac maison’s 300-year history.
Maison Martell has named Ghanaian visual artist Prince Gyasi as its new creative partner. Beginning an ongoing creative dialogue, the appointment will center on his bold artistic style – which featured in Pharrell’s 2025 FEMMES exhibition and Apple’s Chasing the Light series – for a line-up of creative works reimagining the Cognac maison’s heritage.
“Martell’s ability to respect its heritage while remaining open to new forms of expression feels very familiar to my own practice, where I often draw from cultural roots while looking toward the future,” shared Gyasi with Hypebeast. “Rather than reinterpreting the heritage itself, I wanted to bring a new perspective to it, using colour, emotion and storytelling to reveal different dimensions of the Maison’s world.”
Through the partnership, the artist will release new films, cultural experiences, and maison initiatives that provide a forward-thinking interpretation of Martell. The first installment, which kicks off the partnership this month, reveals a new film conceived by Gyasi and directed by TJ Sawyerr. Shot at Martell’s estate Château de Chanteloup, it offers a first glimpse of how Gyasi will bring his distinctive visual language into the Cognac maison’s world.
“For me, the film is about creating a conversation between Accra and Cognac. It explores how tradition and contemporary culture can inspire one another, and how creativity can connect people across different places and experiences. I wanted viewers to feel a sense of discovery, but also a sense of optimism and human connection,” he said.
Delving deeper into his approach to the visuals, which feature vibrant imagery, Ghanaian pushcarts and an Afrobeats backing track, Gyasi shared, “I experience the world through colour. I have grapheme colour synaesthesia, which means I associate letters, numbers, days and names with specific colours. With this work, I wanted to reveal Martell through my eyes and create an experience that feels vibrant, emotional and alive.”
Watch the full film in the gallery above. To find out more about Martell’s creative partnerships, head to its website now.
