The Poutinerie Pop-Up
Creating the Taste of the Airline
To raise awareness of Air Canada’s Denver routes through Canada to destinations across Asia and Australia, Jack Morton partnered with ISL to create a distinctive pop-up experience—delivered from concept to launch in under two weeks. As build and management partner, our primary challenge was coordinating the many moving parts on an accelerated timeline, from temporary liquor licensing and catering to valet service, contractors, and staffing. Designed by ISL to evoke an upscale airport lounge, we transformed an abandoned hookah bar in downtown Denver into “The Poutinerie,” a one-of-a-kind pop-up restaurant serving ten elevated poutine variations—each inspired by a featured destination city. Every detail, from brand ambassadors and street teams to messaging and material selection, reflected the class, care, and sophistication of the Air Canada brand.
Poutine, Canada’s iconic comfort food, became both the creative hook and the brand metaphor—inviting guests to quite literally taste the airline’s heritage. The immersive culinary experience sparked curiosity and conversation, while a daily social sweepstakes—offering a chance to win flights to any Air Canada destination—encouraged sharing and extended the activation’s reach. The result was a high-impact, culturally rooted experience that brought Air Canada’s global network to life in an unexpected and memorable way.