London-based design and branding agency Coley Porter Bell has given the bar of the exclusive Martinez Hotel in Cannes, a Chivas Regal-branded make over for this year’s film and design festivals.

The premium whisky brand has signed a two year sponsorship deal with the hotel that charges up to 6,000 a night, to promote its luxury credentials.

CPB has revamped the bar which is frequented by many of the most famous film stars and celebrities in the world, with Chivas Regal brand icons. The redesign employs elements from the ‘Brand World’ that CPB and Chivas have developed. (‘Brand World’ is part of an ongoing drive to ensure the Chivas brand’s positioning is brought to life visually and consistently throughout the world).

CPB has created muted but glamorous branding and wall coverings in black on black using elements of the Chivas brand. The company also enhanced the lighting in the bar using amber coloured accent lights, (reflecting the colour of the product) around the bar itself, the bar shelving and the walls of the bar.

In addition the product will be displayed as a focal point behind the bar and plinths either side of the bar will display Chivas Regal 12 and a  limited edition bottle designed by Christian Lacroix. Chivas images are displayed on the walls of the bar in luxurious gold frames.

“This is a fantastic opportunity for Chivas to build and extend its glamorous reputation in such exclusive surroundings», said Ana Claudia Saba, global senior brand manager at Chivas Brothers.

«Although in many ways it was a dream brief for CPB, it was a challenging design problem requiring the agency to strike a delicate balance between the need for branding and discrete luxury», said Simon Adamson design director at Coley Porter Bell who also acts as global creative director at Chivas Brothers.“The brand’s positioning is cool, sophisticated and luxurious. We had to capture this spirit and ensure that it feels part of the glitterati life style.”