Online marketplace is partnering up with Federation Square and L’Oreal Melbourne Fashion Festival to create a 24/7 app driven shopping experience.

From March 13 to April 2, shoppers will have the opportunity to explore a curated selection of handcrafted designer pieces for a host of Australian designers who use Etsy as a platform for sell their products online. This will be showed at The Atrium in Federation Square in Melbourne as part of the 2013 L’Oréal Melbourne Fashion Festival Cultural program.

In a local first for the company, Etsy will be create the merchandised experience to encourage browsers to download the Etsy app available for iPhone and Android and explore the goods available via the online marketplace which hosts more than 800,000 shops globally.

Kirsteene Phelan, Etsy Australian marketing manager said the partnership with two institutions to create this immersive experience is exciting.

“The breadth of beautifully handcrafted Australian fashion items available on Etsy is a testament to the creativity and business nous of independent designers in this country. We look forward to providing a fun experience in a uniquely Etsy way,” she said.

To round out the experience, a selection of Etsy Handmade Portraits, short films about makers from Etsy’s global community developed by Etsy’s film unit, will be shown during the Festival on the Federation Square big screen.

Etsy will also be involved in the L’Oreal Melbourne Fashion Festival Business Program with Etsy senior merchandising specialist Emily Bidwell travelling from the US to take part in panel on social curation at the LMFF Business Seminar on March 21st in Melbourne.