Maison Martell: Luxury’s New Johannesburg Cultural Residence

Martell, the world’s oldest cognac house, unveils Maison Martell. It is a groundbreaking cultural residence. It will launch its first African chapter in Johannesburg from 8-22 March 2026 at Montecasino, Fourways. This space is more than just a tasting room. It audaciously reimagines French cognac heritage through South Africa’s vibrant creative lens. The space blends time-honored craft with local tastemakers in culinary, music, fashion, and design.

Maison Martell embraces intentional enjoyment in a fast-paced city. It highlights extended lunches and late-night dinners. The menu includes meticulously crafted cocktails that encourage meaningful conversations. Each “room” turns into a discoverable chapter. Guests experience intimate musical performances, chef collaborations, and bespoke tastings. Design installations and art immersions add to the experience. Every visit becomes a collectible memory.

Unlike traditional luxury activations, no two Maison Martell experiences will mirror each other. Johannesburg’s iteration channels the city’s rhythm through partnerships with its leading creative voices. These collaborations ensure cognac culture resonates with local texture and swagger.

“Martell’s philosophy centers on time, craft, and patience. It aligns seamlessly with South Africa’s cultural economy. This economy values creativity and collaboration,” shares Tintswalo Baloyi, Category Director: Prestige & High Energy at Pernod Ricard South Africa. “The Maison creates intentional space to experience luxury deeply, where presence becomes the ultimate privilege.”

True to its slow luxury ethos, access remains deliberately intimate. Limited daily tickets preserve the residence’s refined scale—available soon for the 8-22 March residency.

For readers who define sophistication through experience over excess, Maison Martell at Montecasino promises Johannesburg’s most coveted address this autumn. Save the date; presence is the new possession.