Curious Nation delivers Petal & Pup summer collection activation at Bondi

Online fashion brand Petal & Pup took over Bondi gelateria Luca & Luca this past weekend to launch its summer collection with an activation produced by Curious Nation.

Luca & Luca was fitted out in Petal & Pup’s pastel palette, with retro table stickers, floral wall decorations and baby pink blooms. The activation combined PR, influencer and customer experiences.

Attendees could view the new summer range and receive complimentary scoops of one of three custom gelato flavours: Pretty in Pink (Strawberries & Cream), Berry Bouquet (Lavender & Blueberry) and Sweet Sunshine (Lemon Meringue). Each was served in a branded cup or cone with a Petal & Pup wafer, and every guest received a pink rose in a bespoke floral sleeve.

QR codes linked the physical event to online activity. Entry was via a QR code that connected guests to the Petal & Pup database, capturing first-party data. Additional QR codes displayed next to the garments sent shoppers to the brand’s online store.

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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 launch follows Curious Nation’s ‘Passport to Summer’ activation for Petal & Pup last November. The Brisbane-headquartered brand is owned by global fashion group a.k.a. Brands.