Some agencies celebrate a fifth anniversary with a sizzle reel. SuperBloom House opened a store.
On April 1 — five years to the day since the Los Angeles shop was founded on April Fools’ — the agency launched Flower Shop, a retail experiment that’s equal parts store, product incubator and creative stunt engine. The first drop, a capsule collection called FLOWER.JPG, was developed with Chicago-based designer Chuck Anderson of NoPattern Studio.
It’s a strange, interesting thing for an agency to do. And that’s the point.
Not a revenue play. A pressure valve.
SuperBloom was founded in 2021 by Briony McCarthy and Tom Dunlap, with Heather Pieske joining shortly after as Chief Creative Officer and Partner. The agency has built a client roster that includes Tyson Foods, Virgin Voyages, Sundance Festival and Deel — the kind of list that keeps the lights on and the decks flowing.
Flower Shop is something else. Each quarter, SuperBloom will invite an artist from its Creative Collective — a 300+ member community of non-traditional creatives, including TV producers, AI experts, choreographers and chefs — to develop a limited-run line of physical and digital objects. No brief. No client. No approvals chain. The artist is commissioned, paid and keeps every dollar from sales.
That last part matters. Flower Shop isn’t designed to pad the P&L. It’s designed to give creators room to make the thing they’ve been carrying around in their heads.
“Working with our Creative Collective members day in and day out, we’ve realized that there are so many things that we could help to create that go beyond traditional advertising,” said Pieske. “Flower Shop is our way to lean into that opportunity. It’s about giving artists the space, trust and resources to go further than a brief would normally allow and turning that into something tangible people can actually experience.”
FLOWER.JPG: a vessel, a tee, a zine, an incense line
Anderson was a natural first pick. He started NoPattern in 2004 at 18, with no formal training, and has spent the last two decades collaborating with ESPN, Vans, Nike, Microsoft, Target, GQ and TIME. At 20, he was the youngest judge in the Art Directors Club Awards. Computer Arts called him a Design Icon in 2010. He knows his way around a capsule drop.
FLOWER.JPG is a four-piece capsule. A hand-embellished ceramic vessel, co-designed with Chicago’s DTK Ceramics (David Kim) and limited to 30 one-of-a-kind pieces at $120 each, built with a raised central platform and a surrounding moat that turns the act of burning incense into something more composed and deliberate. A custom graphic tee at $50. A signature incense line at $18. And a printed zine that comes free with every vessel. The whole collection reads less like agency merch and more like a gallery shop object you’d pick up on a Sunday walk in Silver Lake.
“At every step and with every new idea, SuperBloom remained open-minded, collaborative and excited — a perfect partner that allowed me to see the vision through as if it were my own personal project, backed by their team, resources and marketing efforts,” Anderson said. “I really appreciated their initial prompt, and even more that they trusted me and each hand-picked partner to bring this collection to life.”
That’s the tell. “As if it were my own personal project.” For many artists within traditional agency systems, that sentence is rare.
Fixing the thing that quietly breaks creatives
Flower Shop exists because something inside the agency model has been nagging at SuperBloom’s leadership. The people they love working with — the multi-hyphenate makers, the ones whose personal work is sharper than whatever gets briefed to them — tend to describe agency work the same way: restrictive, transactional, disconnected.
So SuperBloom built a structure around the opposite instinct. Creative Collective members get commissioned for full projects rather than parachuted in during production. They get autonomy, agency infrastructure and the ability to ship things that don’t fit inside a campaign framework. Physical objects, editorial projects, experiential concepts, hybrids nobody has a clean name for yet.
For brand marketers watching, Flower Shop doubles as a new access point. Instead of sponsoring a campaign, a brand can participate in a cultural moment — which is a different posture, and probably a more useful one in 2026.
What’s next
The second capsule is already in development, with a new artist lined up, and an LA pop-up store is scheduled for July 2026. SuperBloom is treating Flower Shop as an ongoing platform rather than a one-off stunt, which is either a very brave idea or a very SuperBloom idea. Probably both.
Five years in, the agency seems to have decided that the best way to celebrate making it this far is to hand the keys to somebody else and see what they build.
Shop the collection
FLOWER.JPG Vessel — $120
FLOWER.JPG Tee — $50
FLOWER.JPG Incense — $18
Learn more
SuperBloom House
NoPattern Studio
Heather Pieske on LinkedIn
Chuck Anderson on LinkedIn
SuperBloom House on LinkedIn
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