A BOLD BLOWOUT IN BONDI MINT
Afterpay made a bold statement at the Sydney Hair Festival with an eye-catching pop-up designed to stand out in a busy trade hall.
Finished entirely in Afterpay’s signature Bondi Mint, the compact space delivered instant brand recognition and strong visual impact. Soft curves, fluted panelling and glowing LED details created a modern, fashion-forward aesthetic, while an overhead 3D logo ensured visibility from every angle.
Open, inviting and highly photogenic, the activation balanced style with functionality, transforming a small footprint into a memorable brand moment that attracted attention, encouraged engagement and reinforced Afterpay’s confident presence.
What the client needed
Afterpay needed a compact trade-show presence that would cut through a crowded Hair Festival environment and immediately communicate brand recognition.
The space had to feel premium, modern and aligned with a creative, fashion-forward audience, while remaining practical for conversations, product demonstrations and digital engagement. Visibility from a distance was key, as was creating an environment that encouraged foot traffic and social sharing.
Above all, the booth needed to maximise impact within a small footprint, delivering a strong brand moment without feeling cluttered or closed off.
Small Space, Big Statement
We saw this activation as an opportunity to prove that small spaces can still deliver big impact. With a compact footprint in a busy trade hall, the design needed to work hard visually while remaining easy to engage with. Our thinking centred on creating instant recognition through bold brand colour, soft curves and strong vertical elements that could attract attention from across the venue.
Rather than overfilling the space, we prioritised openness and clear flow. This allowed attendees to step in comfortably, engage in conversation and interact with the brand without feeling crowded or overwhelmed. Curved forms and fluted textures were introduced to add depth and tactility, elevating the booth beyond a standard trade stand.
Lighting played a key role in shaping the experience, helping to define the space and deliver a premium finish. We also considered longevity beyond the event, designing an activation that was highly photogenic and well suited to social sharing. Every detail supported Afterpay’s confident, contemporary identity while remaining approachable and functional.
How we activated
We delivered a custom-built pop-up finished entirely in Afterpay’s Bondi Mint, creating instant visual impact and consistent brand recognition across every surface. The bold colour palette ensured the space stood out within the busy Hair Festival environment while remaining clean and polished.
The structure featured our signature fluted panelling paired with soft, rounded forms to create a modern and approachable aesthetic. A curved front counter was designed to encourage easy interaction, supporting attendee engagement and digital demonstrations. Behind this, a sleek back wall incorporated integrated LED strip lighting and a glowing Afterpay logo, adding depth and a subtle futuristic feel that made the space highly photogenic.
To maximise visibility within the trade hall, a suspended 3D Afterpay logo was installed above the stand, drawing attention from afar. Minimalist shelving and stools were carefully positioned to support product displays and relaxed conversations, while the open layout maintained a welcoming and accessible experience throughout the event.
