The Market Store Experience
With thousands of retail professionals walking the exhibition floor, Online Retailer at ICC Sydney is the perfect opportunity for brands to make a lasting impression. Afterpay took to the event with an activation designed to spark conversations, build connections and engage attendees throughout the show.
As one of Australia’s most recognised payment platforms, the brand needed a presence that reflected its approachable personality while standing out in a highly competitive exhibition environment. The result was a welcoming activation that encouraged visitors to stop by, interact with the brand and experience Afterpay in a fun and memorable way.
What the client needed
The objective was to create a standout exhibition presence that would attract attendees in a busy retail trade show environment while showcasing the exclusive FUNDAY x Afterpay giveaway.
The space needed to feel highly branded, visually engaging and easy for visitors to navigate, with clear opportunities for product display, conversations and sampling. Practicality was equally important, with stock needing to be organised, accessible and seamlessly integrated into the overall design.
The activation also needed to reflect Afterpay’s approachable personality while maintaining the polished, premium aesthetic expected from a leading brand exhibiting at one of Australia’s largest retail industry events.
A Lolly Store with a Twist
We saw the giveaway as more than just a product handout, transforming the concept into a contemporary lolly market designed to naturally draw people in. The goal was to create a space that felt abundant, playful and instantly recognisable from across the exhibition floor, encouraging attendees to stop, explore and engage with the brand.
Stacked timber crates filled with FUNDAY x Afterpay confectionery became the hero merchandising feature, recreating the look of a traditional market stall while adding warmth and texture to the stand. A striped awning introduced height and strengthened the market-store aesthetic, helping the activation stand out from surrounding exhibitors.
A custom pill-shaped counter created a strong branded touchpoint for conversations and engagement, while soft mint finishes and clean detailing balanced the playful styling with a premium look that felt unmistakably Afterpay. Every element worked together to create a welcoming and memorable experience for attendees.
How we activated
The completed activation brought the concept to life through a combination of custom fabrication, thoughtful merchandising and strong brand integration.
A custom pill-shaped counter provided a central touchpoint for conversations, while stacked timber crates transformed the confectionery display into a visually impactful feature that felt abundant and inviting. The striped awning added structure and height to the stand, creating a recognisable market-inspired environment that stood out across the exhibition floor.
Every element was carefully considered to balance creativity with functionality, from keeping product displays organised to ensuring visitors could easily interact with the space. The final result was a playful yet polished activation that encouraged connection, made the giveaway experience feel more memorable and created a welcoming destination for attendees to engage with the Afterpay team. The thoughtful layout and cohesive branding helped bring the experience together, reinforcing Afterpay’s approachable personality while leaving a lasting impression on visitors.
