Petal & Pup brings summer style to Bondi Beach in new pop-up activation via Curious Nation
Online fashion brand Petal & Pup, owned by global fashion group AKA Brands, has brought its summer collection to Australia’s most iconic summer destination, Bondi Beach, with an immersive pop-up activation created by Curious Nation.
The ‘Petal & Pup Presents: Passport to Summer’ activation, Curious Nation’s first work for the Brisbane-headquartered fashion brand which is ‘Aussie born, loved everywhere’ and known for accessible, feminine style, invited guests on a journey to capture the spirit of summer.
Designed to transform the brand’s digital-first experience into a tangible, playful journey, the activation guided visitors through a series of interactive touchpoints, from personalised colour analysis to digital product exploration via QR codes, a photobooth and an exclusive giveaway to win a Petal & Pup summer wardrobe.
On arrival, guests checked in with an email address to create a passport and then visited the colour analysis station to receive their individual colour results and a discount code to shop their curated collection online. Special build beach huts matching guests colour analysis results, enabled shoppers to discover the summer styles that best suited them. The experience also included a PR launch event at Glory Days offering influencers and media an exclusive first look at the collection.
The Passport to Summer activation drove brand awareness and captured audience data to expand Petal & Pup’s marketing database and deepen engagement with new customers. The Australian-born label, now a favourite among U.S. shoppers, is expanding its presence in the United States through brick-and-mortar wholesale retail partnerships, including select Nordstrom locations, while continuing to grow its strong online presence locally with THE ICONIC.
Says Stephanie Babin, managing partner at Curious Nation: “Petal & Pup has built a strong digital brand, so our goal was to bring that same energy and style into the real world. ‘Passport to Summer’ captures the joy of discovering your next favourite outfit while celebrating everything we love about the season, colour, confidence and connection. Launching it at Bondi, with such a strong experiential and data-driven focus, was the perfect way to introduce the brand to a wider audience.”
Says Victoria Perry, president of Petal & Pup: “As a digital-first brand, we’re always looking for creative ways to connect with our customers beyond the screen. This experience brought the essence of Petal & Pup to life in a fun, interactive setting. It celebrated the start of summer, encouraging self-expression and giving women the confidence to feel their best.”
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