Petal & Pup brings summer collection to Bondi with Curious Nation

Online fashion retailer Petal & Pup has taken its latest summer collection offline, transforming Bondi gelateria Luca & Luca into a branded experience.

Developed by activation agency Curious Nation, the weekend takeover brought the Brisbane-founded fashion brand's signature pastel colours into the venue, with floral installations, custom gelato flavours and displays of its new summer range.

The activation was designed to connect the digital-first retailer with customers in person while creating content for social media and driving traffic back to its online store.

Visitors could sample three custom gelato flavours inspired by the brand's colour palette, while viewing and handling garments from the collection.

QR codes provided a link between the physical experience and the retailer's digital channels. Entry was facilitated through a QR code connecting visitors to Petal & Pup's customer database, while codes displayed alongside garments directed shoppers to its online store.

“Our customers primarily discover and shop with us online, so we loved the opportunity to connect with them in person,” Victoria Estella Perry, president at Petal & Pup, said.

“With summer just around the corner, we wanted to celebrate the season in a way that felt true to Petal & Pup, sharing our new summer collection, bringing people together and having some fun along the way.”

Steph Babin, managing partner at Curious Nation, said the activation was developed to combine brand awareness with commercial objectives.

“The goal was to create a hero PR and social moment that felt completely authentic to Petal & Pup while delivering on key commercial objectives,” Babin said.

The activation follows Curious Nation's Passport to Summer campaign for Petal & Pup last November. Petal & Pup, founded in Queensland in 2014, is owned by global fashion group a.k.a. Brands.