Petal & Pup launches summer collection with Bondi gelato takeover

Online fashion brand Petal & Pup launched its summer collection through a physical brand activation at the Luca & Luca gelateria in Bondi. Produced by the agency Curious Nation, the event aimed to connect the digital-first label with customers in person.

The activation featured a pastel-themed transformation of the gelateria, including floral decorations and custom gelato flavors designed to match the brand’s aesthetic. To bridge the gap between the physical event and digital commerce, organizers utilized QR codes to facilitate first-party data capture and direct traffic to the brand’s online storefront.

Victoria Estella Perry, president of Petal & Pup, noted the importance of in-person connection for their primarily online customer base. Steph Babin, managing partner at Curious Nation, stated the goal was to create a shareable social moment that integrated smart digital tools to drive measurable commercial action.