VistaPrint has collaborated with Australian sleepwear brand Night Sweet Thing to bring its sleepwear from the scroll to the street with ‘The Wildlife Retreat’, a four-day pop-up which took over Westfield Sydney, on Pitt Street Mall.
The partnership is a manifestation of the business’ new brand platform ‘Print Your Possible’ which demonstrated how physical print and professional design serve as the tangible catalysts that help entrepreneurs build momentum and bring their unique visions to life.
As a digital-first brand, Night Sweet Thing has built a devoted online community but for founder Bridey Drake, ‘The Wildlife Retreat’ was the realisation of a long-held ambition to create an experience her customers could step into, explore and share.
The moment reflects a wider shift among Australia’s small and medium business (SMBs) community, as digital-first brands increasingly explore ways to show up in the real world.
History Will Be Kind managed the earned strategy for the activation and helped bring the pop-up and Night Sweet Thing’s story to a wider audience.
@brideydrake Big thank you to VistaPrint for taking our online SMB and putting it in the real world! Watching everything go from digital designs on a screen to a physical space you can actually walk through was surreal. 🤭❤️ Here is a look at the whole setup and how we brought it to life! #ad #PrintYourPossible #MadeWithVistaPrint @vistaprintaustralia ♬ original sound – Bridey Drake
The pop-up follows Drake’s best digital creator win at the 2026 AACTA Awards and builds on previous Night Sweet Thing events that have drawn early queues and interstate fans.
“When you build a brand online, you’re always looking for ways to make it feel real for the people who support you,” said Drake.
“The Night Sweet Thing Wildlife Retreat was a chance for our community to experience the inspiration behind the range in person, see the collection up close and take a piece of it home, while supporting a cause we really care about. VistaPrint helped us turn the idea into something tangible, something people can walk through, hold onto and remember.”
Brought to life by VistaPrint, The Wildlife Retreat marked an evolution for Night Sweet Thing to move beyond its digital roots and into a physical world fans can experience.
VistaPrint helped shape the pop-up, from custom signage and shopping bags, themed installations to printed keepsakes, including tote bags, postcards, stickers and packaging.
“Print Your Possible is all about celebrating the realities, resilience and creativity of small business owners. Working with Bridey was a perfect example of that and as we curated The Wildlife Retreat together it was amazing to hear about her journey, from the spark of an idea, to navigating market stalls, viral fame, all the way to bringing her vision for the pop-up into the realm of possibility, from custom signage, bespoke packaging to printed keepsakes like tote bags, stickers and postcards,” said VistaPrint Australia senior director of marketing, sales and CX Linda McDonald.
The Wildlife Retreat ran from 20 – 23 August.
