Stylist Natalie Turnbull on how she created Made By Fressko’s pop-up supermarket at Afterpay Australian Fashion Week

Not your average grocery shop.

And just like that, our favourite time of year strikes again. Australian Afterpay Fashion Week (AAFW) has kicked off with a whirlwind of festivities, runways and activations to satiate your taste for the best in Aussie fashion. Now, if you’re currently in the middle of preparing a carefully curated agenda for the week ahead, if there’s one thing you add, let it be Fressko Market. 

Reminiscent of a boutique, retro supermarket, the concept store is the baby of esteemed stylist Natalie Turnbull who designed the space based on the chic colour palette of the Made By Fressko flask, cup and bottle ranges. 

Alongside organic fresh fruit, all of Made By Fressko’s reusable and 100 per cent BPA-free products are in one place. The pop-up is the perfect combination of fun, freshness and style. Located in the heart of the action at Carriageworks, it also makes for the perfect pre and post-runway pit stop.

Oh, and I’ll let you in on a cheeky insider secret – if you get in quick enough, you might even score yourself a complimentary personalised Fressko, too. To celebrate the concept store’s temporary activation, we had the pleasure of speaking to Natalie about how she brought her Fressko-inspired innovative AAFW hub to life. 

Hey Natalie! Can you tell us a little bit about the Made By Fressko concept store you’ve created for AAFW this year?

The Fressko Market is a space for all things fresh, fun and Fressko. With visual clues from retro supermarkets, we have created a space where all of the products are sustainable, and all of the elements used to create the space will be rehomed and reused.

That sounds amazing – how did it feel to be invited to create such a cool space for a sustainability brand for AAFW?

It’s a great honour to be a part of this project. I love what Fressko stands for and their bold use of colour. It was a fun, open brief.

What kind of materials did you use to bring the concept store to life?

Working with sustainable materials is a tricky feat, particularly for a temporary space. Our approach was to use materials that inherently are building materials, but that can be donated, re-homed and reused after the event. 

Sustainability in my mind is about longevity and conscious purchasing, and of course, no waste. That was how we approached the design in the most sustainable way.

Was there a particular product that initially sparked the concept?

I think [it was] the Reusable Camino cup and all of the colours it comes in. I just had a visual of them all lined up on a shelf and looking so fun and fresh.

How important is sustainability in your work?

Honestly, working in the advertising and image-making world, it is very hard to keep sustainable practices as it inherently incurs waste. What I do try and do though, is use props that can be repainted or reused, so the lifespan of the object lives on longer. I often hire from places for the same reason. 

Usually, clients will keep props, backgrounds and sets for future projects and shop displays so the objects tend to live on in that way too. Personally, I value well-made things and try [to] make every purchase a conscious decision to ultimately try and eliminate unnecessary waste in my life.

How did you get into this? Can you tell us a little bit about your professional background?

I studied fine art sculpture and spatial practice at the Victorian College of the Arts. I was in the art world for a very short time before landing a job at The Design Files, where I assisted Lucy, the owner, on all different types of shoots.

From there, I found my love for styling and art direction. It felt creative with a different kind of output to an art practice, which I loved. 

To finish off – if you had to pick just one, what’s your favourite product and colour of Fressko?

I love the Insulated Stainless Steel Core 1L + Sip Lid in Khaki. I drink a lot of water, so that’s very helpful. And I love all things green!

Keen to see the store for yourself? You can check out Natalie’s Fressko Market AAFW activation from May 16 to 19 at Carriageworks.