Sydney, Australia – Petal & Pup has unveiled its new summer collection at Bondi Beach through an immersive pop-up activation developed by Curious Nation.
Launched on November 18, the ‘Petal & Pup Presents: Passport to Summer’ experience marked the agency’s first collaboration with the Brisbane-headquartered online fashion brand, which is owned by AKA Brands and known for its feminine, accessible style.
Designed to bring the digital-first label into a physical, holiday-themed setting, the activation guided visitors through personalised touchpoints including colour analysis, QR-enabled product discovery, a photobooth, and an exclusive wardrobe giveaway.
Guests created a digital passport on arrival before receiving tailored colour results and a discount code linked to their curated online collection.
Beach-hut installations reflecting each colour profile allowed shoppers to explore the summer looks most suited to them, complemented by a PR launch event at Glory Days for influencers and media.
The activation supported brand awareness and strengthened Petal & Pup’s data capabilities as it continues expanding in the United States through wholesale partnerships, including selected Nordstrom stores, while maintaining a strong local presence via THE ICONIC.
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.”
Victoria Perry, president of Petal & Pup, added, “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.”
