Pernod Ricard Global Travel Retail has partnered with Lagardère Travel Retail to launch a nature-themed Perrier-Jouët pop-up at Paris Charles de Gaulle Airport.

The HyperNature activation is running throughout May and June and features a look created by British artist Bethan Laura Wood.

Luxury, immersion, tastings and eye-catching design are key features of the activation.

The centrepiece is a tree designed especially for the Maison, featuring curves, petals and colours inspired by the artist’s journey to the Champagne region of France.

Travellers will be given the opportunity to try a complimentary tasting of Perrier-Jouët Grand Brut, and will also be able to sample the Perrier-Jouët Belle Epoque Champagne with each purchase of the SKU.

The pop-up also offers a photo experience, where members of staff will be on hand with a Polaroid camera to take photos of them next to the HyperNature tree. When they receive the Polaroid, they can tear off a coupon to leave their details and enter a competition to win one of two pairs of earrings crafted by a jewellery designer in London.

Visitors can also try Fauchon vanilla and pistachio flavoured macarons, which have been hand-picked by Perrier-Jouët to complement the notes within Grand Brut and Belle Epoque.

The HyperNature tree was designed by British artist Bethan Laura Wood.

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.”

Lagardère Senior Buyer for Liquor Philippe Lanusse commented: “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 at Charles de Gaulle. Inspired by the Maison’s ‘Blason De France’ Cuvée, it features an elegant slender shape that highlights Perrier-Jouët’s heritage. The new design evokes the traditional form predominant in Champagne before the modern bottle began to replace it in the mid-19th century.

Consumers will have the opportunity to purchase 12 different products at the pop-up, including standard 750ml, 1.5L and 3L bottles and twin packs that come with a complimentary gift box.