Los Angeles woke up this week to an unexpected sight: a larger-than-life floral truck drifting through city streets, designed to stop people mid-scroll and pull them into the moment. The Grandiose Le Plein truck, the latest experiential activation from Venus et Fleur, began rolling through the city today, with a marquee giveaway planned for Wednesday. Spot the truck, scan the QR code, and enter for a chance to win the brand’s Extraordinary Influencer Valentine’s Day package—its full Valentine’s collection, valued at more than $5,000.
For co-founder Seema Bansal Chadha, the decision to take Venus et Fleur off the screen and into the street is grounded in how people experience beauty, not how they scroll past it. “Last year, we introduced the Grandiose Le Plein truck in New York and watched it take on a life of its own,” Chadha said. “It quickly went viral and garnered over 100 million views on TikTok alone. That response affirmed something we’ve always believed in—when beauty shows up in the real world, people feel it, and more importantly, they share it.”
Why Los Angeles—and Why Mobility Matters
While Venus et Fleur was founded in New York, Chadha describes Los Angeles as a turning point in the brand’s growth. Bringing the truck west was intentional, both emotionally and strategically. “Bringing the truck to Los Angeles is our love letter to a city that has been instrumental in our growth,” she said. “Our larger-than-life Grandiose Le Plein truck transforms the city itself into a canvas, creating moments of wonder and curiosity that can’t be replicated through a storefront or a screen.”
The truck’s fleeting nature is part of the design. Rather than anchoring the experience to a single location, Venus et Fleur leans into movement—aligning the activation with Super Bowl season and Valentine’s Day, when attention is already heightened. “Venus et Fleur has always believed in being dynamic rather than static,” Chadha added. “This activation quite literally brings the brand to life in motion.”
Surprise, Discovery, and What Comes After the QR Code
The experience hinges on discovery: spot the truck, scan the code, step into the brand. Chadha is clear that surprise alone isn’t the goal—it’s what follows. “Surprise is essential, but what matters most is what follows that moment of discovery,” she said. “We live in a world where people are constantly marketed to in ways that can feel fleeting and transactional.”
For Venus et Fleur, the QR scan isn’t a drive-by interaction. It’s an entry point. “This activation allows us to engage directly with our customers, not just pass them by. The QR experience is an invitation into the brand, not a one-second impression.”
Opening a Valentine’s package valued at more than $5,000 to the public is a deliberate statement. Chadha frames it as generosity rooted in longevity, not exclusivity.
“For us, luxury has always been about experience, not exclusivity,” she said. “Over the past two years, we’ve transformed our influencer gifting into extraordinary Valentine’s packages that people genuinely look forward to.”
By bringing that experience to Los Angeles, the brand is extending its most elevated gesture to its community. “Our flowers are designed to last, and that idea of enduring beauty mirrors how we think about loyalty—creating meaningful gestures that stay with you well beyond the moment.”
Where the Activation Fits Long-Term
In a city saturated with brand activations, Chadha draws a clear line between visibility and meaning. If an experience doesn’t make someone pause, smile, or feel something positive, it’s not worth doing. For Venus et Fleur, the Grandiose Le Plein truck operates as brand expression, community engagement, and long-term investment all at once—an emotional touchpoint first, with growth following naturally. As the brand continues to scale, Chadha sees activations like Grandiose Le Plein as foundational, not experimental.
“This is all about brand-building, growth-driving, and insight-generating—but brand and community always come first,” she said. “The activations create relationships with our existing community while inviting new audiences into the brand through meaningful experiences rather than transactions.”
The strategy is simple and deliberate: create moments people remember. “Growth and insight naturally follow,” Chadha added. “But the foundation is always connection—creating moments that feel intentional, generous, and unforgettable.”
For more information on Venus et Fleur and its Valentine’s Day collection, visit venusetfleur.com
Photo credits: Photo courtesy of Venus et Fleur
