Launching in partnership with Lagardère throughout May and June, Perrier-Jouët is launching its ‘HyperNature’ pop-up at Charles de Gaulle airport, Paris.
The pop-up is themed in keeping with the Perrier-Jouët HyperNature universe, a look created by British artist Bethan Laura Wood. The store will showcase in its centre a tree designed especially for the Maison, featuring curves, petals and colours inspired by the artist’s journey to the Champagne region of France.
Deepa MD, Global Brand Director Cognac & Champagne within Pernod Ricard Global Travel Retail said; “We are excited to be working with Bethan on this new in-airport activity and cannot wait to bring the HyperNature concept to life”.
The Perrier-Jouët HyperNature pop-up will give consumers the opportunity to try a complimentary tasting of the Maison’s Perrier-Jouët Grand Brut. Travellers will be able to sample the Perrier-Jouët Belle Epoque champagne with each purchase of the SKU too.
Consumers will also be given the opportunity to enter a competition to win one of two pairs of earrings, crafted by a jewellery designer in London. Travellers can immerse themselves in ‘HyperNature’ by taking part in a polaroid photo experience, where members of staff will be on hand with a polaroid camera to take photos of them with the exquisite HyperNature tree. When they receive the polaroid, they can tear off a coupon to leave their details and enter the competition.
An offering from celebrated luxury delicatessen Fauchon will allow visitors to the pop-up to try exquisite vanilla and pistachio flavoured macarons, hand-picked by the Maison to complement the notes within Perrier- Jouët Grand Brut and Belle Epoque.
Speaking on the new pop-up activity with the Parisian airport, Pernod Ricard Global Travel Retail EMEA & Pacific General Manager Antonio Duva said: “We are incredibly excited to partner with Lagardère on this venture and
to bring the HyperNature concept to the travel retail channel for the first time”.
Philippe Lanusse, Senior buyer for liquor at Lagardère said: “It is an honour to be supporting the Perrier-Jouët HyperNature pop-up in Charles de Gaulle airport and helping to bring a touch of added luxury to travel retail.”
The pop-up also marks the launch of the new and distinctively shaped Perrier-Jouët Blason Rose bottle in Charles de Gaulle airport, Paris. Inspired by the House’s historic “Blason De France” Cuvée, boasting an elegant slender shape that highlights the illustrious heritage of Perrier-Jouët, the new design evokes the traditional form predominant in Champagne before the modern bottle began to replace it in the mid-19th century.
The stunning champagne experience at Paris’ Charles de Gaulle airport aims to bring a touch of opulent luxury to the travel retail channel, providing consumers the opportunity to purchase 12 different products, including standard 750ml, 1.5L and 3L bottles and twin packs that come with a complimentary gift box to add a little extra indulgence.
Renowned for its floral and intricate champagnes, Perrier-Jouët is one of the most historic and distinctive French champagne Houses and its familial spirit has been profoundly influenced by its founders’ love of nature and art –inspirations which allow it to create exceptional experiences and moments of wonder that enhance everyday life.
The Perrier-Jouët HyperNature pop-up is open to travellers at Charles de Gaulle Airport, Paris, throughout May and June 2019.
In addition to an exclusive launch event for key business travellers, Perrier-Jouët will also be hosting a string of week-long events in Paris during Paris Men’s Fashion week (17 – 23 June 2019), including private parties, dinners and lunches as well as champagne masterclasses with Hervé Deschamps, 7th Perrier-Jouët Cellar Master.
Copyright The Duty Free Hunter 2019