FRANCE/USA. Pernod Ricard Global Travel Retail is bringing Maison Perrier-Jouët ‘House of Wonder’ experience to Paris Charles de Gaulle (CDG) and Miami International airports for the second consecutive year.
The House of Wonder animation showcases a new limited-edition Perrier-Jouët Belle Époque 2018 cuvée created with Dutch artist and couturier Iris van Herpen.
It combines art, nature and Champagne discovery to recruit new consumers and drive conversion among high-net-worth travellers, the brand owner said.
The Paris activation is located in Terminal 2E in partnership with Extime Duty Free (the joint venture between Lagardère Travel Retail and Groupe ADP). It was launched on 6 October and runs at 9 November.
The concept will then transfer to Duty Free Americas at Miami International Airport’s North Terminal from 30 November to 27 December, coinciding with the Design Miami Art Fair.
The pop-up design draws on the Maison’s Belle Epoque Society experiences at its historic home in Épernay, combining Art Nouveau references with nature-inspired design.
A Perrier-Jouët bar, featuring a large Japanese anemone, anchors the space at Paris CDG. Brand Ambassadors guide travellers through the collection, including Belle Époque, Grand Brut and Blanc de Blancs, with introductions to nosing and tasting each cuvée.
The Paris activation is supported by a digital and out-of-home (OOH) media campaign spanning a paid Uber partnership, Meta, travel retailer platforms and airport advertising.
In Paris, qualifying purchases of €300 or more receive a boxed set of two Perrier-Jouët Champagne flutes, while stocks last. In Miami, any Belle Époque purchase includes a single ‘Be More Flower’ Champagne flute. Branded gift bags are also available.
Fashion designer Iris van Herpen created a trio artworks inspired by Maison Perrier-Jouët’s anemone emblem. Her inspiration came from the Maison’s vineyards, where she recorded sound waves emitted by species and micro-organisms in the soil and translated them into graphic forms.
The centrepiece, ‘Symphonic Bloom’, is a sculptural silk and 22-carat gold-plated dress adorning a jeroboam of Perrier-Jouët Belle Époque 1988. The striking couture piece is being displayed at the Paris pop-up for a limited period.
Van Herpen also created ‘Symphonic Life’, which features a 22-carat gold-plated sculpture wrapped around a magnum of Belle Époque 2007. Limited to ten pieces, it will be offered for sale to members of Le Cercle, Pernod Ricard’s private client club.
In addition, Van Herpen designed the bottle and gift box for the limited-edition Belle Époque 2018. Working with Perrier-Jouët Cellar Master Séverine Frerson, she helped create a bespoke liqueur de dosage for the cuvée, which is available in a 75cl format at both activations.
The special artist-inspired Perrier-Jouët Belle Époque 2018 vintage is available for purchase at both pop-ups. It is is a blend of 50% Chardonnay, 45% Pinot Noir and 5% Meunier, sourced from the Maison’s historic Grand Cru vineyards in Cramant, Chouilly and Le Mesnil-sur-Oger.
It offers a refined floral texture with notes of carnation, lime blossom and jasmine, apricot and vineyard peach fruit.
“Our expertise lies in creating stunning, immersive airport activation spaces and inviting in passengers with dwell time on their hands to make new discoveries,” commented Pernod Ricard Global Travel Retail Brand Director, Prestige and Ultra-Prestige Spirits Andrew Bardsley.
“In the Champagne category we use innovation and premiumisation such as this highly creative collaboration with Iris van Herpen to make memorable, celebratory moments that convert into sales and which serve to build brand equity in key locations where there is domestic synergy. And there can be no better place to dovetail with that than here in Paris.” ✈
