Why Grey Goose Installed a Ferris Wheel in a Busy Airport

The vodka brand held a monthlong interactive cocktail and shopping experience for travelers at J.F.K. airport.

By Ian Zelaya January 7, 2019, 7:16 AM EST

The Ferris wheel had 16 mini chalets that contained cocktail recipes. The structure was created with more than 2,000 feet of electrical wire and 700 light bulbs.

Photo: Brad Holland

Travelers in John F. Kennedy International Airport’s Terminal 4 last month may have encountered an unusual scene—an illuminated blue and gold Ferris wheel.  From December 3 to January 1, Grey Goose held an interactive cocktail and shopping experience in the middle of the terminal concourse that offered guests recipes, gift ideas, and, naturally, cocktails.

The pop-up’s central element was the Ferris wheel, which featured mini chalets that held Grey Goose holiday cocktail recipes. Passersby were invited to pull a lever that opened a door to the chalet of their choice, inviting them to take a photo of the recipes to make at home. The pop-up was designed by creative agency Glock, and implemented, in partnership, by Miami-based design and production agency Bloommiami and creative agency Big Bad Wolf. Darin Held, partner at Bloommiami, said there was more than 2,000 feet of electrical wire concealed within the Ferris wheel and that more than 700 light bulbs were used to light the structure. 

For a last-minute holiday gift idea, the pop-up also sold Grey Goose holiday tins—available in travel retail shops around the world over the holidays—which travelers could customize with letter magnets. People who purchased the tin at the shop were given a key that opened a hidden compartment in the chalets, which revealed a special gift.

“A bottle of Grey Goose is sold every 13 seconds in global travel retail, and we believe that global travel retail is an important brand-building channel,” said Mike Birch, managing director and vice president of global travel retail and commercial development for Bacardi. “Key to that is giving consumers fantastic brand experiences on their travels that they’ll remember long after they’ve left the airport, influencing future purchase decisions as well as increasing airport sales.”

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