AFTERPAY DAY
For Afterpay Day, Pitt Street Mall was transformed into a vibrant brand playground with a striking mint-green pop-up that immediately drew attention. The space was designed as an immersive giveaway hub, featuring stacked mystery boxes containing premium prizes from brands such as Dyson, Sephora, JB Hi-Fi, eBay, Webjet, and DoorDash, sparking excitement from the moment visitors arrived.
Illuminated shelving wrapped the interior walls, creating an energetic and visually dynamic environment. Every element, from branding to layout, was crafted to engage visitors and ensure a seamless flow through the space, making it an Instagrammable destination in one of Sydney’s busiest retail precincts.
The activation extended beyond the physical space through live coverage with Sunrise and social media amplification, generating national attention and online buzz. The experience combined fun, interactivity, and brand impact, turning Pitt Street Mall into Afterpay territory and leaving a lasting impression on shoppers.
the client needed
Afterpay wanted to create a high-impact, visually striking activation for Afterpay Day that would draw attention, engage shoppers, and generate excitement around their brand. The client needed a pop-up that could handle large crowds in Sydney’s busy Pitt Street Mall while providing an interactive and memorable experience.
They also sought to amplify their presence beyond the physical space, with social media and media coverage highlighting the event. The objective was to deliver a fun, functional, and brand-aligned experience that rewarded customers, created buzz for participating retail partners, and reinforced Afterpay as a dynamic, consumer-focused brand.
WE TOOK OVER PITT STREET
We recognised that the activation needed to combine strong visual impact with engaging, shareable interactions. Our concept focused on creating a mint-green pop-up that would dominate the space, act as a brand playground, and encourage foot traffic.
We envisioned bold architectural elements, including stacked mystery boxes and illuminated shelving, to create anticipation and a sense of exclusivity. The layout had to guide visitors smoothly through the experience, balancing crowd management with maximum engagement opportunities. Every detail, from branding and colour palette to props and flow, was considered to ensure it was Instagrammable and aligned with Afterpay’s playful yet premium image.
We also planned for digital amplification, recognising that social media content and media coverage could extend the reach far beyond the physical location. Flexibility was key to ensure the pop-up could handle high visitor volumes without compromising the quality of the experience.
How We Activated
We brought the concept to life by transforming Pitt Street Mall into an immersive Afterpay playground. The pop-up featured 1,000 mystery boxes from premium retail partners, stacked and displayed to generate curiosity and excitement. Illuminated shelving lined the interior, creating a vibrant and dynamic backdrop that enhanced the Instagrammable nature of the space. Branding was applied throughout, from walls to props, in Afterpay’s signature mint-green and logo, making the structure instantly recognisable.
Crowds were guided through the space with a seamless flow, allowing each visitor to engage with the mystery boxes while maintaining a fun and safe experience. To amplify the activation, we partnered with Sunrise for live coverage, showcasing the buzz of Afterpay Day on national television. Social media content captured the excitement in real time, extending the reach beyond the mall.
The activation successfully combined fun, functionality, and promotional impact, turning Pitt Street Mall into a brand destination that left a lasting impression.
