For the second consecutive year, Pernod Ricard Global Travel Retail and Maison Perrier-Jouët have staged activations in Paris-Charles de Gaulle and Miami International Airport with their prestige range of fine champagne.
Designed to recruit and drive conversion among high net worth individuals, the ‘House of Wonder’ experience was officially launched October 6 in Paris at Terminal 2E with retail partner Lagardère Travel Retail and runs until November 9, before transferring to Duty Free Americas, Miami Airport North Terminal, Gates D37-38, between November 30 – December 27 to coincide with the famous Design Miami art fair.
The activations, ‘where art meets nature,’ feature a new limited edition vintage cuvée – the Perrier-Jouët Belle Époque 2018, by Iris van Herpen.
activation in Paris before it moves to Miami at the end of November.
For 2026 Maison Perrier-Jouët invited the Dutch artist and couturier, Iris van Herpen, to reinterpret the iconic anemone emblem using her own visual language, exploring its organic forms, textures and movement. The result is a trio of creations: a unique singular piece, ‘Symphonic Bloom’ is a sculptural silk and 22-carat gold plated dress adorning a jeroboam of ultra-prestige 1988 Perrier-Jouët Belle Époque cuvée. This unique piece will be on display at the Paris CDG pop-up for a limited time only.
She has also created a derivative of this 22-carat gold plated sculpture which wraps around a collectable magnum of the Belle Époque 2007 called Symphonic Life, of which only 10 units exist and will be offered on sale to Le Cercle members.
The third creation is the bottle and giftbox design for a limited edition of the Perrier-Jouët Belle Époque 2018. Inside the 75cl bottle is a specially curated cuvée imagined hand-in-hand with Cellar Master Séverine Frerson, which features a bespoke liqueur de dosage produced in collaboration with Iris van Herpen, and which will be available to travelers for the duration of each pop-up.
Renowned for her distinctive approach to fashion, for the commission Iris van Herpen immersed herself in the Maison’s vineyards, drawing inspiration by recording sound waves emitted by the species and micro-organisms found in the soils. From these graphic translations she created the artistic sculpture, the collectable and the design for the bottle and gift pack of the limited edition 2018 cuvée.
Available for purchase at either pop-up, the special artist-inspired Perrier-Jouët Belle Époque 2018 vintage 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.
In Miami any purchase of Perrier-Jouët Belle Époque will include a single ‘Be More Flower’ champagne flute. Branded Perrier-Jouët gift bags will also be offered to support the premium gifting experience.
Andrew Bardsley, Brand Director, Prestige and Ultra-Prestige Spirits,Pernod Ricard Global Travel Retail comments, “Our expertise lies in creating stunning, immersive airport activation spaces and inviting in passengers with dwell time on their hands to make new discoveries. 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.”
