Torrid’s 2025 Casting Call was a national model search designed to find new faces for the fashion brand while celebrating the women who participated.

For its Los Angeles event, Torrid transformed its corporate headquarters into a larger experience around the casting process, with professional photography and video, beauty experiences, food and interactive activations.

Flowers were part of that celebration. Retro Roll partnered with a Southern California florist to create a flower-gifting experience for women participating in the Casting Call.

The assignment called for approximately 1,000 bouquets to be prepared and distributed during a five-hour event. Retro Roll’s existing pink Citroën HY was a natural fit, providing both a distinctive event presence and a functional space for the floral team to work.

The strategy was simple: turn the Citroën into a working flower truck.

Rather than fully wrapping the vehicle, Retro Roll added Torrid branding across the existing pink finish. The selective branding created a customized Torrid vehicle while preserving the character of the vintage Citroën.

Inside, the vehicle became a working floral space. Multiple florists could prepare and stage bouquets in the rear while finished flowers moved forward to the built-in service counter for distribution.

That configuration allowed the Citroën to serve two purposes at once: a functional workspace for the floral team and a branded experience for Casting Call participants.

Retro Roll provided the vehicle, branding and field support needed to keep the flower truck operating throughout the event.

• Deployed one restored pink Citroën HY with a built-in service counter.
• Created and installed a selective Torrid branding package.
• Transported and positioned the vehicle at Torrid’s Los Angeles-area headquarters.
• Provided power, a driver, producer and onsite vehicle support.
• Configured the interior for bouquet preparation, staging and distribution.
• Partnered with a Southern California florist that supplied the flowers, floral materials and floral team.
• Removed the Torrid branding following the event.

On October 4, the flower truck operated throughout Torrid’s five-hour Casting Call event.

Bouquets were prepared and staged inside the Citroën and distributed directly from its service counter. By the end of the event, approximately 1,000 bouquets had been distributed.

The vehicle also became part of the participant experience. Women gathered around the Citroën, received flowers, took photos and interacted with the teams onsite. Torrid’s professional photo and video crews captured participants around the flower truck as part of the event.

The Los Angeles event was part of Torrid’s broader 2025 Casting Call, a national model search that ultimately selected 30 semifinalists, 15 finalists and five winners.

For Retro Roll, the activation demonstrates how a specialty vehicle can do more than provide a visual backdrop. The Citroën combined workspace, service, branding and guest interaction within a single footprint.

Retro Roll works directly with brands and alongside experiential and production partners to provide distinctive vintage Citroën vehicles, selective or full branding, deployment and field support for pop-ups, sampling, hospitality, gifting and other experiential programs.

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