Prince Gyasi Brings His Hypercolor Vision to Maison Martell

Ghanaian visual artist Prince Gyasi has brought his saturated visual language to Maison Martell for a new creative partnership spanning film, cultural experiences, and future projects. The first release is a short film conceived by Gyasi and directed by TJ Sawyerr, filmed at the cognac house's Chateau de Chanteloup estate.

The collaboration turns on a productive distance between Accra and Cognac. Rather than treating Martell's history as something to reproduce literally, Gyasi approaches the estate through color, rhythm, and contemporary Ghanaian references. Pushcarts and an Afrobeats soundtrack enter the house's formal setting, creating a visual exchange between places instead of collapsing one into the other.

Color as a way of seeing

Gyasi's photographs are immediately recognizable for their high-key hues, strong silhouettes, and deliberately altered landscapes. The approach is connected to his grapheme-color synesthesia, through which letters, numbers, names, and days carry specific color associations. In the new film, those associations become an emotional structure: pink light runs across the grounds, deep blues meet vivid magenta, and the historic chateau shifts from monument to stage.

The artist has described color as both a storytelling device and a source of optimism. That idea has shaped a practice rooted in Accra and attentive to Black identity, community, and alternative ways of picturing African life. His work has appeared in Apple's Chasing the Light series and Pharrell Williams' 2025 FEMMES exhibition, and he photographed the 2024 Pirelli Calendar.

A continuing creative partnership

The film is positioned as the opening chapter of an ongoing program rather than a one-off campaign. Future releases are expected to include additional films, cultural experiences, and projects that revisit the more than 300-year-old cognac house through Gyasi's contemporary perspective.

View more of Prince Gyasi's work, explore Maison Martell, and watch the film in the Hypebeast feature.

Images courtesy of Maison Martell. The source feature was presented by Maison Martell.