Online fashion favourite Petal & Pup has stepped off the screen and onto the white sand, unveiling an immersive Bondi Beach activation created with Curious Nation to celebrate the launch of its summer collection.
The pop-up marks the Brisbane-born brand’s latest move to blend digital and physical retail, transforming its online-first experience into a playful, interactive journey for customers.
Passport to Summer goes IRL
Titled Petal & Pup Presents: Passport to Summer, the activation invited guests to explore the brand through a series of touchpoints intentionally designed to spark exploration and self-expression.
Visitors checked in to receive a personalised “passport,” then moved through stations offering colour analysis, a photobooth moment, digital product browsing via QR codes and the chance to win a Petal & Pup summer wardrobe.
Beach huts customised to match guests’ colour results doubled as discovery zones showcasing curated edits based on individual palettes. Influencers and media received the first look at an exclusive launch event at Glory Days.
Stephanie Babin, managing partner at Curious Nation, said: “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.”
More than a campaign
The activation not only brought the brand to life for beachgoers but also delivered strong data capture opportunities. Attendees opted in through the digital passport, helping Petal & Pup expand its local marketing database and connect with new customers.
The Australian label, now a major hit with U.S. shoppers, continues to grow its footprint overseas with brick-and-mortar wholesale partnerships across select Nordstrom stores, while maintaining a strong local presence through THE ICONIC.
Victoria Perry, president of Petal & Pup, said: “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.”
For Curious Nation, the campaign marks its first project with Petal & Pup and a statement of intent in the experiential space: highly visual, consumer-centric and built on measurable engagement.
With the summer fashion season officially underway, Bondi Beach proved the ideal location to showcase Petal & Pup’s signature aesthetic while welcoming new and returning customers into the brand’s world.