From Ancient Salt to Fresh Flavour
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
Sodii needed a new 6x6m expo stand for the Sydney Marathon Expo that could introduce and showcase its new product range in a clear and engaging way. With a growing range of products to display, the space needed to provide plenty of opportunities for visitors to see the products while maintaining a strong and cohesive brand presence.
The stand also needed to create an opportunity for visitors to experience the products firsthand. A dedicated bar was incorporated for sampling, allowing the Sodii team to serve the new range alongside existing products. The new Western Australian honey flavour was a key focus, with the experience designed to highlight its unique combination of honey and Lake Deborah ancient salt.
Curves, Light & Flavour
We wanted to create a stand that felt fresh, open and distinctly Sodii, while giving the new product range the space it deserved. Rather than creating a fully enclosed structure, we opened up the centre of the top to create a sense of space and allow more light into the activation. The curved opening softened the overall structure, giving the stand a more fluid and welcoming feel and creating a strong visual feature from across the expo floor.
The design focused on creating clear areas for product discovery and interaction, with the sampling bar becoming a natural hub within the space. Display shelving was positioned on the corners to make the most of the footprint and create dedicated product moments, while LED details added energy and visibility. We also wanted to bring the story behind the new flavour into the experience, using the honey dispenser as a simple but memorable way to showcase one of its key ingredients and encourage visitors to engage with the product.
How we activated
We brought the new 6x6m concept to life with a curved, open-top structure that created a spacious and inviting environment for the Sodii team and visitors. The opening through the centre of the top allowed the stand to feel lighter and more open, while the curved form softened the overall look. LED detailing helped draw attention to the activation, while display shelving positioned on the corners provided dedicated areas to showcase the new Sodii range.
At the heart of the activation, a dedicated sampling bar gave visitors the opportunity to try the new Western Australian honey flavour alongside Sodii’s existing range. A honey dispenser added an interactive element and helped bring the flavour story to life, connecting visitors with the ingredients behind the product. The outer sections featured branded details including metal House of Salt signage and an acrylic lightbox, adding depth and visual interest. Together, the curved structure, product displays, sampling experience and branded details created a strong and welcoming presence across the expo floor.
