Brewing More Than Coffee
At the Melbourne International Coffee Expo, Square’s stand felt like a welcoming café hangout rather than a traditional expo booth.
The 6x6m space blended café culture, technology, and community. With a custom-built wall and bench, hands-on product displays, and thoughtful brand touches, it invited visitors to sit, chat, and explore. Working with the Square team, we ensured every element, from layout to visitor flow, was relaxed, fun, and approachable while still highlighting their technology for cafés.
From the moment people stepped in, the space had the warmth and energy of a neighbourhood café, offering more than just a product demo. It was an experience that captured the social, vibrant, and friendly spirit of Melbourne’s coffee scene.
What the client needed
Square wanted a stand that would stand out on a busy expo floor while still feeling like a real café environment.
The brief was simple. They needed to showcase technology for hospitality businesses in a way that encouraged conversation, hands-on interaction, and connection. Ample storage and a layout that allowed staff to move comfortably were essential.
Working with the Square team, they focused on creating a space that felt like a café hangout rather than a corporate booth. The goal was to connect with independent café owners and roasters in a way that felt local, inviting, and genuinely Melbourne.
Brewed for Business
We knew the space needed to feel like a café hangout you would actually want to spend time in. Warm textures, a comfortable bench, and thoughtful seating gave it that inviting café vibe. The Square creative team applied their signature tiles across the space, paired with light brown timber on the sides to add warmth and a tactile, café-like feel.
Flow and usability were key. Visitors needed to explore the technology easily while having space to sit, chat, and engage with the team. A long central bench made Square’s products approachable, while tables and stools encouraged conversation and community.
Working with the Square team, they collaborated with local coffee roasters to bring coffee culture into the space through custom t-shirts and neighbourhood-inspired caps. Every detail, from the wall and bench design to the layout, was designed to balance product engagement with social energy. The result was a stand that felt inviting, interactive, and unmistakably café-like, a space where people genuinely wanted to hang out and connect.
How we activated
The 6x6m stand featured a custom-built wall and bench designed to feel like a real café space. Two digital screens showcased Square’s technology in action while the long bench allowed visitors to explore products hands-on. The Square creative team applied their signature tiles across the space, giving it a tactile and inviting café feel.
Seating areas with stools and small tables created comfortable spots for conversation, giving the space a relaxed café atmosphere. Working with the Square team, they added playful touches such as custom t-shirts in collaboration with Melbourne coffee roasters, neighbourhood-inspired caps, and free gelato served in Square-branded cups.
Overhead rigging defined the footprint and increased visibility on the expo floor. Every element, from textures to interactive displays, was curated to make visitors feel at home. Guests could try tech, grab gelato, chat with the team, and enjoy the buzz of a lively café all within one 6x6m space that blended functionality with personality.
