Jacky Tsai × Martell, A Dialogue Between Cognac Heritage and Contemporary Art

15th Nov 2022

In 2022, Jacky Tsai was invited by Maison Martell to create a special Chinese New Year collaboration, reinterpreting the house’s emblematic swift through his signature East–West visual language.

At the centre of the composition, a vintage bottle of Martell cognac forms the body of the swift, surrounded by an intricate assemblage of grapes, apples, pears, oak barrels and vine leaves — key elements of cognac craftsmanship. Ships extend into the wings, symbolising the historic journey of Martell from Cognac to the rest of the world.

Beneath the swift, a leaping tiger emerges in a bold and dynamic stride, marking the arrival of the Year of the Tiger and embodying courage, momentum and the seizing of new opportunities.

The work creates a visual dialogue between French cognac heritage and contemporary Chinese iconography, transforming traditional brand symbols into a narrative of cultural exchange, movement and celebration.

To further activate the artwork, a digital interactive experience was developed, allowing audiences to step into the composition and encounter the swift in motion — extending the work beyond the physical object into an immersive visual space.

“For me, this collaboration was about translating the spirit of Martell — its history of travel, freedom and audacity — into a contemporary visual language that connects cultures and generations.”