FRANCE. Lagardère Travel Retail is celebrating the release of the Asterix comics’ 40th edition, Asterix and the White Iris (L’iris blanc), with a colourful pop-up activation at Lyon-Saint Exupéry Airport Terminal 1.
The activation started on 26 October and runs until 24 November.
Bringing a ‘Gallic experience’, the vibrant retailtainment space features an array of interactive experiences including a game, which gives travellers a chance to win tickets to Parc Astérix.
Travellers are also invited to take a souvenir picture at the themed photo booth.
Lagardère Travel Retail brands Relay and Looping are also joining the celebration of the much-awaited release with promotional displays.
The Adventures of Asterix first appeared in the Franco-Belgian comic magazine Pilote in 1959 under the title Asterix le Gaulois, written and illustrated by René Goscinny and Albert Uderzo.
The latest edition is written by Fabcaro and illustrated by Didier Conrad.
Asterix and the White Iris is the name of a new school of thought from Rome, which advocates kindness, healthy living, and personal development.
The previous edition released in 2021, Asterix and the Griffin, sold more than 1.5 million copies in just two months. ✈
