The Martell House unveiled yesterday a new electrifying limited edition: La French Touch by Martell, at the famous Wellington Private Members Club, London, in presence of Etienne de Crécy, pioneer and emblematic figure of the House music cult movement, creator of the limited edition.
In the space of twenty years, the French Touch has become one of the biggest musical revolutions of the 20th century through its unique contemporary and planetary sound, whilst widening its spheres of expression into arts, graphics, video and fashion.
The French Touch and Martell have been cultivating the same quest for quality, the same demand for shared emotions, and the same desire to show the world –through a modern treatment- this French Art de Vivre celebrated for 300 years by the oldest of the great Cognac Houses.
Etienne de Crécy, the living incarnation of the French Touch, is behind the artistic direction of this limited edition, which embodies all the creative collective energy of a French trend, now an international reference.
«A bold move! Creating a limited edition which goes beyond the mere universe of one designer and which conveys an extra dimension, something bigger, with more energy... La French Touch! I'm very proud to have been chosen to orchestrate this limited edition» commented Etienne de Crécy.
Martell, the oldest of the great cognac houses was founded by Jean Martell in 1715, at the height of the French Art de Vivre movement; a period of time in which gastronomy, tasting and craftsmanship were all celebrated and enjoyed with style. MORE As such, these became the three pillars of the Martell House and are the core areas which still remain intrinsic to Martell’s vision today. Since 1715, Martell has produced, exported and marketed cognacs whose quality is recognised worldwide for their outstanding finesse and delicacy brought through the double distillation of clear wines exclusively and ageing in fine grained oak barrels.
The very first appearance of “French touch” occurred during the summer of 1987, when a series of parties were organized to promote House music in France. MORE But it was only in 1996 that the term really moved to common language, after British music journalist Martin James used it in his 1996 review of the first Super Discount EP by E. de Crecy. The French Touch successfully spread out to many art and lifestyle fields: design, graphics, video, food, mixology, fashion. The variety of artistic fields illustrates a core dimension of the French touch: its collaborative dimension, as artists tend to work in multi-talented crews that inspire each other and mix different artistic disciplines
Etienne de Crécy, DJ and music producer, thanks to his albums, books and the Super Discount trilogy, is today considered to be one of the founders and masters of the musical genre, like Air and Daft Punk. MORE
After launching in 1994 the first album announcing the birth of French house, he launched his Super Discount project in 1995, bringing music and graphism at a new edge In 2008, Étienne de Crécy launches Beats’n’Cubes, a piece of performance art devised by the Exyzt collective: this radical, bright, cubic sound installation travels the world for more than 5 years (headlining Coachella’s Sahara stage in 2008).
In his live performances, record production and visuals, Étienne de Crécy has always been a pioneer, producing conceptualized, original, groundbreaking work.