Online fashion brand Petal & Pup has taken over Bondi gelato store Luca & Luca to announce its summer collection.
Produced and executed by brand activation agency Curious Nation, the immersive experience this past weekend brought the digital-first fashion label into the physical world, offering locals and visitors a sweet taste of the brand’s feminine aesthetic on the shores of Australia’s most famous beach.
Blending PR, influencer and customer experiences authentic to both brands, Luca & Luca was transformed using Petal & Pup’s signature pastel palette, complete with retro table stickers, floral wall decorations, and baby pink blooms to create the ultimate photo opportunity.
Attendees were able to view and feel the new summer range while enjoying complimentary scoops of one of three custom Petal & Pup gelato flavours, in a nod to their palette of soft colour tones and brand identity, including, Pretty in Pink (Strawberries & Cream), Berry Bouquet (Lavender & Blueberry) and Sweet Sunshine (Lemon Meringue), all served in a branded cup or cone with a Petal & Pup wafer. To complete the experience, each guest received a pink rose presented in a bespoke floral sleeve to remind them of the experience.
Digital touchpoints allowed consumers to transition easily from physical engagement to online action. Entry to the activation was facilitated via a QR code that connected guests directly to the Petal & Pup database for valuable first-party data capture, while additional QR codes displayed alongside the physical garments drove immediate traffic to the brand’s online storefront.
Victoria Estella Perry, president at Petal & Pup, said: “Our customers primarily discover and shop with us online, so we loved the opportunity to connect with them in person. 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. And what better way to welcome the season than with sunshine, a dress you love and a scoop of gelato.”
Steph Babin, managing partner at Curious Nation, added: “The goal was to create a hero PR and social moment that felt completely authentic to Petal & Pup while delivering on key commercial objectives. By seamlessly blending a beautiful, highly shareable physical environment with smart digital integrations, we turned brand awareness into meaningful, measurable action.”
The latest launch follows Curious Nation’s ‘Passport to Summer’ activation for the Brisbane-headquartered fashion brand, owned by global fashion group a.k.a. Brands, last November.
