Martell’s Swift Ascendant Arrives in Abuja, Blending Art, Culture and Nightlife

Martell’s bold nationwide campaign, Martell On The Move, has made its way to Nigeria’s capital, bringing with it a striking blend of art, culture, and nightlife. Following its debut in Lagos, the initiative arrived in Abuja with The Swift Ascendant, a 14-foot travelling art installation designed to engage audiences through immersive, city-to-city experiences.

At the heart of the campaign is the Swift, Martell’s long-standing emblem. Symbolising freedom and forward motion, the bird reflects the ethos of the “Standout Swift” — individuals who challenge convention and carve their own paths. In Abuja, that symbolism takes on a physical form through The Swift Ascendant, a towering sculpture that merges heritage with contemporary artistic expression.

The installation was created in collaboration with renowned Nigerian artist Dotun Popoola, whose work is known for transforming discarded materials into compelling pieces of art. Crafted entirely from scrap metal, the sculpture speaks to themes of reinvention and sustainability. It is both a visual spectacle and a statement on conscious creativity, demonstrating how innovation can emerge from overlooked resources.

Abuja’s introduction to the campaign came on March 21 at Fuego Lifestyle, where the installation formed the centrepiece of an evening that blended music, cocktails, and curated experiences. The event offered guests a first-hand encounter with Martell’s evolving identity, one that fuses its historic legacy with a more contemporary, urban edge. The industrial aesthetic of the sculpture seamlessly complemented the atmosphere, creating a cohesive and immersive brand experience.

“We brought The Swift Ascendant to Abuja because the city understands ambition, audacity, and what it means to push boundaries,” said Evane Chenuet, Marketing Director at Pernod Ricard Nigeria. “Working with Dotun Popoola allowed us to create something that feels raw and real, reflecting the House of Martell’s three hundred year legacy of challenging the status quo. Seeing it at Fuego Lifestyle showed that when art and atmosphere align, the experience isn’t just visual, it becomes something people truly feel”.

With Abuja now part of the journey, the campaign continues to evolve beyond structured events. The moving installation is expected to appear across different parts of the city, encouraging residents to encounter it organically, whether during daily routines or nightlife outings. In doing so, Martell extends an open invitation for audiences to engage with the piece and, by extension, become part of its unfolding narrative.