SINGAPORE – To mark the 300th anniversary of Martell, one of the oldest cognac houses in the world, Bates CHI&Partners together with MediaMonks painted the Singapore skyline and launched an Augmented Reality art exhibition called ‘The Martell AiR Gallery’.
The first permanent art exhibition in the air showcases new artworks by 15 local artists to showcase the Martell’s rich heritage and consistent dedication to art and culture, and to celebrate Singapore’s Golden Jubilee.
The Martell AiR Gallery can be accessed by anyone with a smartphone for free by downloading the app from iTunes and the Google Play Store. Using geo-tagging technology, viewers will be prompted to point their mobile devices at specific locations where the artworks, ranging from animated clips, virtual sculptures to even poetry, can be accessed through the app.
“When we received the brief, we knew the task at hand was to create something more than a glitzy Martell Tricentenary event. We saw an opportunity for Martell to present Singapore, in its 50th year, with a gift that not just celebrates its past achievements, but is also forward looking and futuristic in nature. We set out to create a gift that would be symbolic and befitting of a legendary brand that has 300 years of ‘forward thinking’ in its blood. Anticipating a future for art, in which technology makes the boundaries of gallery walls a thing of the past, the Martell AiR Gallery was conceived to make art accessible to anyone in Singapore, including her visitors,” commented Christina Chong, Managing Director of Bates CHI&Partners Singapore.
In the future, Martell plans to involve the government agencies to bring AiR Gallery to other parts of Singapore.
Bas Muller, Executive Producer at MediaMonks, the agency that brought to life the works of the local artists said, “Finding a fresh way to bring never-before-seen art to the public together with Bates CHI&Partners and Martell has been a rewarding experience for us. It’s been particularly gratifying to see how the artists responded to the final product.”
