Prince Gyasi Partnered With Martell Cognac
The Ghanaian visual artist has teamed up with the historic French brand for a new multimedia creative project.
Updated on Oct. 10, 2026 in African-American
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Ghanaian visual artist Prince Gyasi has entered a creative partnership with the 311-year-old cognac house Martell. The collaboration features a film directed by TJ Sawyer, shot on location at the Château de Chanteloup estate in Cognac, France.
Why it matters
The partnership seeks to bridge historic European estate heritage with contemporary artistic perspectives, blending elements like Afrobeats and French classical music. Gyasi uses his distinct visual language to preserve the estate history through a modern lens.
The 311-year-old Martell cognac house is working with Prince Gyasi to produce design, film, and cultural experiences. The project follows Gyasi's 2024 work on the 50th edition of the Pirelli Calendar.
The players
Prince Gyasi
He is a Ghanaian visual artist known for his unique aesthetic and use of color.
Martell
It is a historic cognac house that has operated for over three centuries.
TJ Sawyer
He is a director who oversaw the film production for the Martell project.
The details
The film project produced at the estate integrates unique imagery, such as a golden Ghanaian pushcart and pink sand, which serves as a symbol for optimism. Prince Gyasi, who possesses grapheme-colour synesthesia, incorporates these elements to contrast against the traditional scenery of the French site.
Timeline
In 2024, Gyasi photographed the Pirelli Calendar.
In October 2026, the Martell creative partnership was announced.
In the coming weeks, additional partnership projects will be unveiled.
Culture Shift
This partnership follows the luxury brand-artist collaboration trend, which shifts traditional marketing toward experiential multimedia storytelling. It highlights a move where legacy houses seek to evolve their image by integrating the distinct perspectives of global contemporary creators.
The project introduces audiences to a blend of French heritage and African-influenced art that can be experienced through digital media. Consumers can anticipate seeing these artistic collaborations evolve as the brand rolls out further initiatives in the near future.
The takeaway
This collaboration illustrates how global brands are increasingly leaning on individual artists to reshape their public narrative. Fans of visual arts can observe how Gyasi uses his synesthesia to influence the aesthetic identity of established historic brands.
What happens next
Additional creative projects stemming from the partnership between Prince Gyasi and Martell are scheduled to be unveiled in the coming weeks.
Further reading
Discover more about contemporary creators in the African-American section.
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