GOOD FOOD, GOOD ENERGY
Afterpay and Baby Bunting wanted to create an engaging guest experience at Rydges Hotel Melbourne that felt true to the Afterpay brand while fitting naturally within the hotel setting. The event needed to be inviting and approachable, giving guests a reason to stop, connect and enjoy the experience.
Food was an important part of the event, with fresh coconuts and freshly baked pretzels forming the hero offering. The space also needed to incorporate Afterpay branding in a way that felt playful and considered, while providing practical elements to support the food service and overall guest experience.
What the client needed
Afterpay and Baby Bunting wanted to create an engaging guest experience at Rydges Hotel Melbourne that felt true to the Afterpay brand while fitting naturally within the hotel setting. The event needed to be inviting and approachable, giving guests a reason to stop, connect and enjoy the experience.
Food was an important part of the event, with fresh coconuts and freshly baked pretzels forming the hero offering. The space also needed to incorporate Afterpay branding in a way that felt playful and considered, while providing practical elements to support the food service and overall guest experience.
A Place to Pause, Eat & Connect
We wanted to create something that felt fresh, relaxed and distinctly Afterpay, using a combination of food, seating and custom elements to make the experience feel more than just a branded space. The idea was to create a natural point of interaction where guests could stop, grab something to eat and take a moment to enjoy the experience. Keeping the design simple allowed each element to have a clear purpose, while still creating a space that felt considered and inviting within the hotel environment.
The Afterpay Loop Seat gave us a strong branded feature while also serving a practical purpose within the space. We paired it with a custom cart featuring a mirrored acrylic Afterpay Loop sign, creating a polished focal point for the food offering. The fresh coconuts and pretzels brought warmth and a sense of hospitality to the event, while the lollipop signage added a playful finishing touch and helped create a memorable guest experience.
How we activated
We brought the concept to life with the Afterpay Loop Seat alongside a newly custom built cart featuring a mirrored acrylic Afterpay Loop sign. The cart became the centre of the food experience, while the lollipop signage added height, visibility and a playful touch without taking away from the clean, relaxed feel of the space.
Guests could choose between fresh coconuts and freshly baked pretzels, available in both savoury and sweet flavours. The combination of food, seating and considered branded elements created an inviting experience that encouraged guests to stop, take a moment and enjoy the space.
Designed to feel natural within the hotel environment, the event gave Afterpay and Baby Bunting a memorable presence at Rydges Hotel Melbourne, balancing strong brand moments with a relaxed and welcoming guest experience for guests throughout the day.
