Maison Martell has announced that Ghanaian visual artist Prince Gyasi will serve as its new creative partner, joining the historic cognac house to reinterpret its three‑century legacy through Gyasi’s vibrant, colour‑driven perspective, beginning with a short film shot at the Château de Chanteloup in Cognac.
Prince Gyasi, whose career began with iPhone snapshots around Accra as a teenager, first gained international attention with the 2019 Apple‑backed project *A Great Day in Accra*, which showcased Ghana’s Hiplife scene to a global audience. Since then, he has collaborated with fashion powerhouses such as Balmain, where he reimagined *The Little Prince* for the Fall 2022 collection and later printed his photographs on the brand’s Fall 2024 menswear line. His résumé also includes work for Off‑White, Converse, and a historic 2024 Pirelli Calendar shoot that made him the first African artist to photograph the iconic publication. In 2023, *TIME* named him one of its Next Generation Leaders.
**What role does colour play in Gyasi’s work?**
Colour is the core language of Gyasi’s imagery; he experiences it through synaesthesia, linking hues to words and emotions. This sensory approach allows him to portray Africa on his own terms, creating saturated scenes that feel both rooted in place and forward‑looking.
**How does the Martell collaboration unfold?**
The partnership launches with a short film directed by TJ Sawyer, filmed at the Château de Chanteloup. In the video, Gyasi arrives in a golden Ghanaian pushcart, and the estate gradually transforms into a living canvas of his signature bold colour blocks, while French classical music blends with Afrobeats. “Colour is how I understand and communicate the world,” Gyasi explains. “At Château de Chanteloup, I found a meeting point between heritage and imagination, and between the worlds of Cognac and Accra. This dialogue gives me the freedom to bring those influences together through my own perspective and to shape how the collaboration develops.”
**What lies ahead for the partnership?**
The film marks the first element of a broader alliance that will span design, additional film projects, cultural experiences, and future Maison initiatives. If the opening piece is any indication, Martell is granting Gyasi ample creative latitude to reinterpret the house’s visual identity.
Watch the debut film here: https://youtu.be/gbrz-4xXrR4?si=tGXaGqsmps41u5bH