Luxury cognac meets South African creativity as Martell launches a new cultural destination in Johannesburg.
The Maison Martell residency officially opens on 12 March 2026 at the Montecasino, transforming the venue’s outdoor event area into an immersive space where music, gastronomy, fashion and cognac craftsmanship come together.
Running every weekend through March, the experience invites guests to step into the world of one of the oldest cognac houses while celebrating contemporary African culture.
A Luxury Pop Up Experience in Johannesburg
Designed as a temporary cultural residence, the Maison Martell experience blends curated tastings, live performances and fashion showcases into one refined environment.
Guests can explore guided tastings featuring the brand’s celebrated Blue Swift and XO cognac expressions while learning about Martell’s heritage, which spans more than three centuries.
The walk through concept allows visitors to move between tasting moments, live music and culinary experiences, creating an atmosphere focused on discovery and connection.
The Music Lineup
Music sits at the centre of the residency, with several of South Africa’s most recognised artists scheduled to perform across the opening weekend.
Afro house producer Darque kicks off the programme on Thursday, followed by amapiano heavyweight DJ Stokie on Friday.
Saturday night belongs to the high energy sounds of Dlala Thukzin, while the weekend closes with the soulful vocals of Langa Mavuso on Sunday.
The month long programme continues to highlight the intersection between luxury lifestyle experiences and South Africa’s dynamic music culture.
Culinary Art by Chef Coco Reinarhz
Beyond the music, the Maison Martell residency also offers a refined culinary experience curated by Chef Coco Reinarhz.
Known for blending classical French culinary training with African flavours, the chef is the creative force behind Epicure at One. His menu for the residency focuses on celebrating African ingredients while presenting them through contemporary fine dining techniques.
The result is a menu designed to complement the cognac tasting experience while highlighting the richness of African culinary storytelling.
Fashion Meets Cognac Culture
Fashion also plays a major role in the Maison Martell experience.
The brand partnered with global fashion house Bantu Gold to create an exclusive capsule collection for the residency.
Fresh from showcases at New York Fashion Week and Dubai Fashion Week, the brand has designed a limited edition Bantu Maison collection that blends modern African design with luxury craftsmanship.
Guests visiting the Maison will have the opportunity to explore and purchase pieces from the collection throughout the residency.
A Cultural Meeting Point
For Martell, the Johannesburg residency reflects a growing focus on cultural engagement through lifestyle experiences.
According to Pernod Ricard South Africa’s prestige category director Tintswalo Baloyi, the concept was designed to bring together the philosophy of craftsmanship and time associated with cognac with South Africa’s vibrant creative economy.
By blending music, fashion, food and heritage into a single destination, the Maison Martell residency positions itself as more than a tasting event. It is a celebration of the culture shaping modern luxury in Africa.
Event Details
Dates: 12 March to 28 March 2026
Venue: Montecasino Outdoor Event Area
Times:
Thursday and Friday: 17:30 to 22:00
Saturday and Sunday: 12:00 to 22:00
Tickets: From R400