Ideologist bureau created a series of installations for the globally renowned French cognac brand François De Martignac, designed to seamlessly integrate the brand into the ambiance of restaurants. Ideologist developed both the concept for the brand integration and the design of the objects, drawing inspiration from the idea of the “edge of the world,” both in its literal and metaphysical senses.
Martignac stands out as the only French cognac produced outside its namesake province. Harvested from grapes in the Cognac province, the beverage matures near the iconic Mont Saint-Michel castle and the Étretat beaches along the northern Normandy coast by the Atlantic, challenging traditional cognac production norms.
The Atlantic has always been seen as the “edge of the world” for Europe and European civilization. It is at the intersection of these two worlds — the old and the new — that the augmented tradition of the Martignac house was born.
The design concept was built around the notion of an augmented tradition, with Normandy serving as the cohesive theme for the three objects developed by Ideologist to meld the Martignac brand seamlessly into restaurants.
The object titled “Lifeform” was conceived with the help of AI, into which about ten concepts, such as “ocean,” “freedom,” “future,” “naturalness,” “art,” “possibilities,” etc., were inputted. This process yielded a vast array of images from which Ideologist selected and further refined one form with the help of artists and sculptors. This form, with its fantastical and undefined plasticity, invites a multitude of interpretations and meanings. It simultaneously resembles many things while not being anything specific. To some, it may evoke tree roots, to others underwater coral, to some the flame of fire, or to others yet, a splash of water immortalized in metal.
Normandy’s chalk cliffs of Etretat were an inspiration for the installation “Edge of the world”. Once an ocean bed, today’s cliffs were part of an underwater landscape. The natural metamorphoses, the blurring of the aquatic and terrestrial realms, and the cliff shapes have inspired numerous artists, including Claude Monet and Gustave Courbet. Conventionally viewed from the side, the installation presents a hypothetical overhead cross-section of the cliffs and ocean depths, offering a fresh perspective on a familiar landscape.

The third installment is a mural made of plaster, paying homage to tradition and a symbol of Normandy — the famed Mont-Saint-Michel castle, reminding us that traditions can be augmented rather than dismantled, enriching us and propelling us towards new horizons.

The project created by Ideologist  for François De Martignac exemplifies innovation through its seamless blend of technology, art, and tradition, establishing a new paradigm for brand integration in restaurant spaces. By leveraging advanced AI tools like Midjourney to generate the initial design concepts, Ideologist introduced a pioneering approach to sculptural creation. The “Lifeform” object’s generative design process, influenced by concepts such as “ocean,” “freedom,” and “future,” yielded an array of unique images. This integration of AI not only streamlined the creative process but also opened up new avenues for artistic expression that bridge the gap between human creativity and machine learning.
Facing the challenge of translating AI-generated designs into physical sculptures, Ideologist pushed traditional casting methods to their limits. Collaborating with a passionate craftsman, they succeeded in replicating complex biomorphic forms in brass, finished with galvanic coating, showcasing a true marriage of cutting-edge technology and artisanal skill.
Incorporating installations into restaurant spaces demonstrates a groundbreaking way of embedding brand identity in public environments. This project showcases innovation by transforming traditional cognac marketing into an engaging, multi-sensory experience. It invites audiences to discover François De Martignac in a context that is intellectually stimulating and visually mesmerizing, thus redefining the possibilities of brand integration.

The design’s inclusive nature ensures accessibility and engagement for diverse audiences. By creating installations that evoke a universal sense of exploration and curiosity, Ideologist aimed to make art and branding more accessible. The sculptures and murals invite all demographic groups to relate to the story of Normandy, promoting cultural and artistic inclusivity.
Ideologist employed strategies to maximize reuse and minimize waste throughout the project. All objects were handmade by small-scale production companies using recycled materials. For instance, brass scraps were repurposed into the “Lifeform” sculpture. Traditional metal casting methods were initially unsuitable for the complex shapes. However, a dedicated craftsman eventually succeeded in bringing these ideas to life, emphasizing minimal waste and creative reuse.
Sustainability was a core principle. The project integrated a self-contained, energy-saving power supply into the base of the “Lifeform” sculpture. Additionally, consideration for waste, energy, and water use was paramount during manufacturing. This approach ensured that the installations aligned with environmentally responsible practices, reflecting a commitment to preserving the Normandy coastline’s natural beauty and cultural heritage.
The François De Martignac project exemplifies the impact of interdisciplinary work and modern technologies like AI on traditional branding. Ideologist’s integration of inclusive and sustainable design principles showcased that conceptual and creative ideas could form the bedrock of a standout, sustainable brand identity, resonating deeply with audiences.

Ideologist’s triptych for Martignac not only succeeds in integrating the brand into restaurant spaces in a visually stunning and intellectually stimulating manner but also encapsulates the spirit of the brand: a beacon of innovation rooted in the rich soils of tradition.