After kicking off in Lagos, Martell’s nationwide campaign, Martell On The Move, has officially arrived in Abuja. The road trip features The Swift Ascendant, a monumental 14-foot art installation that is traveling across the country to connect with people through local art and nightlife.
The installation is a physical tribute to the Swift, Martell’s iconic sigil and a symbol of freedom and constant motion. This bird represents a spirit that never stands still, much like the “Standout Swift”. A Standout Swift is anyone who embodies that same drive, rising above the ordinary to redefine their own path.
The Swift Ascendant is the result of a collaboration with celebrated Nigerian artist Dotun Popoola. What makes this piece truly stand out is its soul: it was built entirely from discarded and scrap metal.
By giving new life to old materials, Popoola and Martell have created a physical reminder that reinvention is a choice. It is a nod to a more conscious kind of luxury, one that finds beauty in what has been left behind and proves that great things can be built sustainably.
The Abuja leg of the journey hit a major milestone on March 21st at Fuego Lifestyle. It wasn’t just another event on the calendar; it was a full immersion into the Martell world. Guests at Fuego experienced the brand’s energy through curated music, signature cocktails, and a vibe that matched the industrial, edgy aesthetic of the sculpture itself.
The event served as the perfect introduction for Abuja’s social scene to see exactly how Martell is blending heritage with a modern, gritty edge. “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”.
The campaign is far from over. Martell is now challenging Abuja residents to keep their eyes peeled as the installation moves through the city. If you happen to come across the 14-foot metal swift during your commute or a night out, the brand wants you to be part of the story.
Join the Movement: Capture your own photos or videos of the installation and share them on social media using the hashtags #MartellOnTheMove and #BeTheStandoutSwift. You can follow @MartellNigeria to see where the tour is headed next.
