Pernod Ricard Global Travel Retail (GTR) and Maison Perrier-Jouët have launched an immersive activation at Paris Charles de Gaulle Airport (CDG), with a follow-up set for Miami International Airport.
The Maison Perrier-Jouët House of Wonder experience is running at Paris CDG from 10 October until 24 November in partnership with Extime Duty Free (the joint venture between Lagardère Travel Retail and Groupe ADP). It is supported by an extensive digital and OOH media campaign and art exhibit.
The concept will then transfer to Miami International Airport in December in partnership with Duty Free Americas, coinciding with the Design Miami art fair (2-7 December).
The elegant pop-up space draws inspiration from The Belle Epoque Society – the ecosystem of experiences that Perrier-Jouët offers at its historic Épernay home in France’s Champagne region.
The House of Wonder offers a contemporary re-telling of Perrier-Jouët’s story, dating back to 1811 when botanists/horticulturalists Pierre-Nicolas Perrier and Rose-Adélaïde Jouët founded the Maison.
United by a shared love for nature, art and Champagne, the founders chose Chardonnay as their signature grape varietal, establishing the floral, elegant style that continues to define the brand today. This wine style became synonymous with Art Nouveau pioneer Émile Gallé’s depiction of the Japanese anemone, which soon became the Maison’s emblem.
A central feature of both locations is a striking Perrier-Jouët bar adorned with Gallé’s anemone motif. Travellers can enjoy tastings from the full range including Collection Belle Epoque vintage cuvées and Collection Les Classiques non-vintage expressions. Purchases are presented in a bespoke gift box, with personalisation available at the Paris activation.
For a limited time, travellers can discover travel retail-exclusive gift sets created by Polish designer Marcin Rusak for two Perrier-Jouët Champagne collections. Rusak designed a collector’s gift box containing a cuvée and two branded flutes highlighting three hero plants representing Champagne’s biodiversity.
In addition, Rusak’s artwork Plant Pulses will be exhibited at Design Miami, translating the hidden communications of plants into a sensory experience. The project underscores both the Maison and the artist’s shared connection to nature.
The Paris House of Wonder pop-up was officially inaugurated on 13 October by Pernod Ricard Global Travel Retail CEO Laurent Pillet and Perrier-Jouët Brand Director Guillaume Petavy Meynier. They were joined by representatives from Lagardère Travel Retail and Extime Duty Free.
Lagardère Travel Retail Head of Activation Charlotte Dézaphix commented: “We are very proud to welcome Perrier-Jouët to our pop-up space in Paris Charles de Gaulle. This activation will highlight the craftsmanship of the Maison with many exceptional cuvées, underlining the singular floral style of the wines.
“Thanks to the outstanding design, travellers will discover the Perrier-Jouët wines collection through tradition, craftsmanship, nature and art. Tasting, personalisation and gifts will complete the experience. The perfect combination of the Champagne region and Paris, France.”
Duty Free Americas (DFA) Vice President of Spirits & Wine Jonathan Bonchick added: “DFA is excited to partner with Perrier-Jouët Champagne this December at Miami International Airport, bringing luxury and celebration to travellers for the holiday season. This activation reflects DFA’s ongoing commitment to premium experiences and top-tier brands, offering a festive touch of elegance and taste.”
Pernod Ricard Global Travel Retail Brand Director Prestige and Ultra-Prestige Spirits Andrew Bardsley commented: “Stronger demand for Champagne across the travel retail channel over the last year has spurred Pernod Ricard Global Travel Retail into securing some important listings for Perrier-Jouët in exciting locations such as New York, Shanghai, Hong Kong and Singapore, where there is a high concentration of affluent travellers.
“These stunning activations in Paris and Miami signify another era of growth, again correlating directly to those areas where consumer demand for luxury is strongest and there is an inherent connection to art and design. The global travel retail channel is playing a pivotal role in building brand equity and reinforcing Perrier-Jouët’s global strategy.” ✈
