Sweet on Afterpay
It had been a little while since Ten Hats Agency headed across the ditch to New Zealand, so we were excited to be back on the ground in Auckland for the Noel Leeming Expo with Afterpay. Working within a 3x4m footprint, the activation was designed to make a strong impact while keeping the overall look simple, clean and unmistakably Afterpay.
The space combined practical construction with playful brand moments, from the large Snugglepop poppet bar and lollipop signage through to a gelato giveaway featuring custom Afterpay packaging. The result was a compact but effective expo stand that brought Afterpay’s personality to life while creating an inviting experience for visitors.
What the client needed
Afterpay needed a compact 3x4m expo space for the Noel Leeming Expo that would make a strong impact within a busy event environment. The stand needed to clearly communicate the Afterpay brand while providing enough space for visitors to stop, engage and enjoy the experience.
The activation also needed to incorporate a gelato giveaway, including a freezer and custom Afterpay gelato packaging, alongside branded signage and a strong visual feature. With a relatively small footprint to work within, the challenge was creating something that felt considered and engaging without overcrowding the space.
Less, But Better
We wanted to keep the design simple, clean and unmistakably Afterpay, while making the most of the compact 3x4m footprint. Rather than adding unnecessary elements, we focused on a strong modular structure that could provide a clear backdrop for the brand while remaining practical for an expo environment. The aim was to create a space that felt considered and impactful without competing with the Afterpay branding or the experience happening within the stand.
A key benefit of the modular design was its flexibility. The structure can easily be adapted from a 3x4m footprint to a 3x3m space by removing one of the bases, making it a practical solution that can be used across different expo requirements. The 20mm foamboard panels with black edging gave the stand a crisp, defined finish, while the curved corners softened the overall look and stopped the structure from feeling too rigid. The result was a simple, flexible and effective design that could work across multiple spaces.
How we activated
We brought the 3x4m stand to life using 20mm foamboard panels with black edging, which slotted into custom-made bases to create a clean and streamlined structure. The modular setup allowed the stand to be easily adjusted when required, while the curved corners added a softer finish and helped create a more approachable look within the expo environment. The simple construction also made the stand practical to transport, install and reuse across future events and different footprint requirements.
The Large Snugglepop Peet bar created a strong visual feature, paired with two lollipop signs to reinforce the playful Afterpay look. A branded freezer offered visitors a gelato giveaway, with custom Afterpay gelato packaging adding another branded touch to the experience. Together, the structural elements, bold branding and interactive gelato moment created a compact but impactful stand that naturally encouraged visitors to stop, engage and experience Afterpay while keeping the overall footprint functional and inviting.
