Pernod Ricard Launches House of Wonder Airport Pop-ups
The activation showcases a limited-edition Perrier-Jouët collaboration with designer Iris van Herpen at major international hubs.
Updated on Oct. 21, 2026 in Cocktails
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Pernod Ricard Global Travel Retail launched its House of Wonder activation at Paris Charles de Gaulle and Miami International airports. The experience highlights a limited-edition Perrier-Jouët Belle Époque 2018 cuvée featuring artistic designs by Iris van Herpen.
Why it matters
The brand aims to engage high-net-worth travelers and attract new consumers through immersive luxury experiences at high-traffic international locations. This strategic rollout seeks to convert airport foot traffic into long-term brand loyalty.
The Perrier-Jouët Belle Époque 2018 cuvée is a blend containing 50% Chardonnay, 45% Pinot Noir, and 5% Meunier. Qualifying purchases of €300 or more during the Paris event earn customers two branded champagne flutes.
The players
Pernod Ricard
This French multinational company is one of the largest producers of spirits and wine in the world.
Perrier-Jouët
Founded in 1811, this historic champagne house is based in Épernay and is renowned for its floral, elegant house style.
Iris van Herpen
She is a Dutch fashion designer known for integrating advanced technology and intricate craftsmanship into high-fashion couture.
Extime Duty Free
This retail operator manages luxury shopping experiences and duty-free services at Paris airports.
The details
The collaboration with Iris van Herpen includes three distinct artworks inspired by the iconic Perrier-Jouët anemone emblem. Travelers visiting the activation can participate in nosing and tasting sessions led by brand ambassadors at a dedicated pop-up bar.
Timeline
The Paris activation at Terminal 2E runs from October 6, 2026, to November 9, 2026.
The Miami International Airport North Terminal activation runs from November 30, 2026, to December 27, 2026.
Culture Shift
Luxury brands are increasingly bypassing traditional retail spaces to engage consumers within international transit hubs through curated physical experiences. This shift reflects a broader movement toward experiential marketing as a primary method for establishing brand status.
Travelers passing through Paris or Miami can access exclusive product showcases and guided tastings directly at the airport. Those making a purchase of €300 or more in Paris will receive a complimentary set of two branded champagne flutes.
The takeaway
Travelers seeking limited-edition luxury goods can find curated experiences in major transit centers during the autumn season. Consumers looking for collectible items should note that the Symphonic Life sculpture is limited to only ten units for members.
Further reading
For more on the luxury spirits market, see our Cocktails section.
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