Afterpay has unveiled the first interior renders of the transformation underway at Afterpay Arena.
The redesign spans two bar and hospitality spaces, a foyer uplift, new digital wayfinding, and a Square-powered commerce system across food, beverage, retail and merchandise.
The project is designed to improve the fan journey from arrival to event.
Nick Molnar, Co-founder and CEO of Afterpay, said the transformation was built around the in-person experience.
“There are two sides to a great live experience. There’s the excitement that drives you to purchase the tickets, and then there’s what you actually came to the Arena for – the moment you get to see your favourite band, team, or comedian live,” Molnar said.
“Everything you’re seeing in these designs has been built around making that in-person moment memorable.”
Afterpay Arena – The Foyer
A gallery, not a billboard
The project has been delivered with creative agency BUCK, architect The Studio* Collaborative, and technology and signage specialists Beyond Media.
BUCK’s creative strategy reimagines the venue as a gallery rather than a traditional sponsored environment. The approach uses venue touchpoints as opportunities for art, discovery and atmosphere.
Emma Kaniuk, Brand Creative Director at BUCK, said the agency wanted to shift how sponsorship appears inside the arena.
“BUCK reimagined Afterpay Arena as a gallery, flipping the typical sponsored environment on its head. Instead of treating the walls as advertising real estate, we treated them as opportunities for art and discovery,” Kaniuk said.
“This approach extends the project’s grounding philosophy of ‘time well spent’ to the entire fan journey – from the entrance, through the pre-show anticipation, and into the event itself.”
Afterpay Arena – Entrance to The Quarter Level 2
Transparent foyer screens and new wayfinding
The centrepiece of the foyer will be one of the world’s largest transparent holographic LED installations. It will feature three seven-metre-wide immersive screens suspended from the ceiling and integrated into the entry experience.
At 92 per cent transparency, the screens are designed to add colour and movement to the foyer without operating as a conventional advertising surface.
Tom Matthews, Managing Director of Beyond Media, said the installation was designed to become part of the architecture.
“To our knowledge, this will be the third-largest transparent LED installation of its kind in the world – but the scale is only part of the story,” Matthews said.
“What makes it truly unique is how the technology disappears into the architecture. Rather than functioning as a screen or advertising surface, it becomes part of the arrival experience itself.”
Digital wayfinding screens will also be installed throughout the foyer and at key entry points. The venue-wide navigation system has been mapped to reduce friction and help visitors move through the arena more easily.
Afterpay Arena – The Quarter Level 1
Bars and hospitality spaces
The refurbishment includes two redesigned bar and hospitality areas: a casual, family-friendly lower bar and a more refined upper lounge.
The Studio* Collaborative designed the spaces to feel distinct while using a shared material language. Both areas draw on rounded forms, pill-shaped references, softened detailing, and a monochromatic palette associated with the Afterpay brand.
Renee Gigliotti, Associate Director at The Studio* Collaborative, said the brief centred on improving the overall visitor experience.
“The design vision for the transformation was centred on elevating the user experience through a contemporary, hospitality-led environment that feels immersive, energetic, and distinctly connected to the Afterpay brand, while remaining respectful of the venue’s existing architectural character and scale,” Gigliotti said.
The project team also worked with existing venue infrastructure where possible, including repurposing signage frames and mounts to reduce on-site waste. New hardware has only been introduced where needed for legibility and impact.
Afterpay Arena – Entrance to The Quarter Level 2
Square commerce rollout
Afterpay Arena will also introduce what Afterpay says is the most comprehensive Square commerce deployment in an Australian entertainment venue.
The rollout will include 150 Square Registers and 65 Square Handheld devices across bars, concessions, premium hospitality spaces and merchandise outlets.
The system is designed to create a unified payments, hospitality and merchandise ecosystem across the venue, helping reduce transaction times and keep fans moving through the arena.
First shows at the transformed venue
Among the first artists scheduled to perform at the transformed Afterpay Arena are Laufey, Alex Warren, Tame Impala, J Cole, Khalid, Robyn, Louis Tomlinson, Olivia Dean, Zara Larsson and Hilary Duff.
Credits
Creative and wayfinding: BUCK
Architecture and interior design: The Studio* Collaborative
Lighting design: Light Practice
Refurbishment project management: Generate
Construction: QB Interiors
Signage and technology installation: Beyond Media
Top image: Afterpay Arena interior renders