Martell, the iconic cognac brand under Pernod Ricard, has unveiled The Swift Ascendant, a monumental scrap-metal sculpture created in collaboration with celebrated Nigerian artist and metal sculptor, Dotun Popoola.
The unveiling, held on Friday, November 21, 2025, at the Wings Centre in Victoria Island, Lagos, formed a major highlight of Martell on the Move, the brand’s latest campaign celebrating audacity, movement, and creative vision.
Dotun Popoola, renowned across Africa for pioneering “scrap art” and transforming discarded metal into striking works of art, reimagined Martell’s historic emblem, the Swift, using hundreds of recycled components.
The Swift, engraved on every Martell bottle, symbolizes freedom, boldness, and the brand’s enduring spirit of pushing beyond boundaries.
Speaking at the event, Michael Ehindero, Managing Director of Pernod Ricard Nigeria, described the installation as a powerful representation of Martell’s identity.
“Martell has always stood for pushing boundaries, for choosing boldness over routine,” he said. “This installation captures that spirit beautifully, transforming what was once discarded into a masterpiece and telling a compelling story of vision, creativity, and responsible transformation.”
Also addressing guests, Evane Chenuet, Marketing Director of Pernod Ricard Nigeria, emphasized the cultural impact of the work. “The Swift Ascendant is more than an installation, it is a conversation starter,” she noted. “As it travels across Lagos, we expect it to inspire curiosity and spark deeper engagement with our consumers.”
The initiative aligns with Pernod Ricard’s Sustainability and Responsibility Roadmap, particularly its circular making pillar, reinforcing the company’s commitment to sustainable luxury. By merging art, recycling, and brand storytelling, The Swift Ascendant stands as a symbolic testament to how creativity and sustainability can coexist.