Inside Afterpay Arena: First Look at the Design-Led Transformation Reimagining Australia’s Most Iconic Live Entertainment Venue

DISTRIBUTED-WORK-MODEL/SYDNEY, June 18, 2026 - Afterpay today unveiled the first interior renders of the transformation underway at Afterpay Arena, offering an exclusive look at the design-led overhaul of Australia’s most iconic indoor entertainment venue.

The transformation - spanning two redesigned bar and hospitality spaces, a complete foyer uplift, and a venue-wide wayfinding system - has been built around a single organising idea: that every moment inside Afterpay Arena belongs to elevating the fan 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,” said Nick Molnar, Co-founder and CEO of Afterpay. “Everything you're seeing in these designs has been built around making that in-person moment memorable." 

The project has been delivered in collaboration with creative agency BUCK, architect The Studio* Collaborative, and technology and signage specialists Beyond Media.

Central to BUCK's creative strategy is the reimagining of the venue as a gallery - one where every touchpoint becomes an opportunity for art, discovery, and atmosphere.

“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. 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,” said Emma Kaniuk, Brand Creative Director, BUCK

The scope of the refurbishment is venue-wide. The centrepiece of the new foyer is one of the world's largest transparent holographic LED installations - three 7-metre-wide immersive screens suspended from the ceiling and integrated directly into the venue entry experience. At 92% transparency, the effect is less screen, more atmosphere: washes of colour and movement that heighten anticipation before patrons even reach the Arena floor.

"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. 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,"  said Tom Matthews, Managing Director, Beyond Media.

Digital wayfinding screens throughout the foyer and at key entry points form part of a venue-wide navigation system designed for the full range of visitors. Every step of the journey has been mapped to reduce cognitive load, support intuitive inference, ensuring the experience works for every person in the arena.

The two redesigned bar and hospitality spaces - a casual, family-friendly lower bar and a refined upper lounge - were designed by The Studio* Collaborative to feel distinct yet connected, unified through a shared material language while responding to the different atmospheres and operational needs of each.

“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,” said Renee Gigliotti, Associate Director, The Studio* Collaborative.

The architectural language draws directly from the Afterpay brand through the use of rounded forms, pill-shaped references, and softened detailing, balanced against a restrained monochromatic palette of greys, whites, and bold black elements. Subtle textural variation, reflective finishes, and adaptable lighting introduce depth, movement, and atmosphere in a refined and considered manner.

In a commitment to environmental responsibility, the project team worked with the venue’s existing infrastructure wherever possible - repurposing existing signage frames and mounts to reduce onsite waste, and introducing new hardware only where strictly necessary for legibility and impact.

Alongside the physical transformation, Afterpay Arena will be home to the most comprehensive Square commerce deployment within any Australian entertainment venue - a unified payments, hospitality, and merchandise ecosystem powered by Square across food and beverage, retail, and merchandise operations throughout the venue.

The deployment will span 150 Square Registers and 65 Square Handheld devices across bars, concessions, premium hospitality spaces, and merchandise outlets throughout the arena - so every transaction is as fast as possible, and fans spend more time where they came to be.

Among the first shows to take the stage at the transformed Afterpay Arena will be Laufey, Alex Warren, Tame Impala, J Cole, Khalid, Robyn, Louis Tomlinson, Olivia Dean, Zara Larsson, and Hilary Duff - with a full calendar of world-class entertainment to follow.

Thrive PR + Communications
E: afterpay@thrivepr.com.au
M:  +61 411 390 950

-ENDS-

Block, Inc. (NYSE: SQ; ASX: SQ2) is a global technology company with a focus on financial services. Block’s portfolio of brands includes Square, Afterpay, Cash App, and TIDAL. For more information, visit block.xyz.

Afterpay is a global leader in flexible payment solutions, empowering millions of customers to access the products and experiences they love through four interest-free instalments. Afterpay is part of Block, Inc. (NYSE: SQ; ASX: SQ2). For more information, visit afterpay.com.

Square helps businesses turn transactions into connections and businesses into neighbourhood favourites. In 2009, Square started with a simple invention – the first mobile card reader, which changed how the entire financial system thinks about small businesses. Square has since grown into a global business platform helping millions of sellers of all sizes participate and thrive in their communities. Whether independently run or a global chain, Square understands that sellers succeed when they have the freedom to focus on the experiences that keep customers coming back. From point of sale and payments to online commerce, staff management, cash flow tools, and more, Square brings together the tools sellers need to run and grow on one intelligent platform. For more information, visit squareup.com.

The currently named Qudos Bank Arena is Australasia’s number one venue for live entertainment and the region’s largest indoor arena. Leased by TEG and operated by Legends Global, the world-class venue works alongside its partners to bring leading live entertainment experiences to Sydney, spanning concerts, sports events, comedy and family entertainment. In 2025, the Arena was named among Billboard magazine’s Top 5 Live Music Venues in the World, reflecting its reputation as one of the world’s leading live entertainment destinations: https://qudosbankarena.com.au

BUCK is a design-driven, global creative company with offices in New York, Los Angeles, Sydney, Amsterdam, Vancouver, and London. Founded in 2004, BUCK has built a reputation for outstanding craftsmanship and innovation through collaboration with a wide range of clients across the cultural and technology spheres, including Apple, Instagram, IBM, Nike, Airbnb, Paypal, and Pepsi. Recognized as an industry leader, BUCK’s trophy case includes two Emmys, multiple gold Cannes Lions, Clios, pencils, cubes, and over 200 other awards from the most prestigious competitions in the world. BUCK is proud to be a B Corp, cementing the company’s long-standing commitment to purposeful work for positive impact on the planet, and using business as a force for good. BUCK is in Residence.

The Studio* Collaborative is an award-winning interior environment consultancy specialising in workplace, hospitality, retail, and learning environments. Combining strategic thinking with design expertise, The Studio* creates innovative spaces that enable people to work, learn, engage, and connect.For the last ten years, the team has partnered with global brands, high-growth start-ups, not-for-profits, and education providers to deliver tailored, people-focused environments.For more than five years, The Studio* has partnered with Afterpay to deliver a number of award-winning workplace projects, including The Brewery headquarters in Sydney and Afterpay's Melbourne workplace. Through this longstanding relationship, The Studio* has developed a deep understanding of the Afterpay brand and culture, creating environments that authentically reflect its identity and bring the brand to life through engaging spatial experiences.The Studio* is honoured to once again collaborate with Afterpay on this exciting project, continuing a partnership built on trust, shared ambition, and a commitment to creating exceptional spaces.

Beyond Media is a leading Australian signage, wayfinding, and venue communications specialist. The company works with major venues, entertainment precincts, retail destinations, and public spaces to create engaging visitor experiences through the integration of signage, digital displays, environmental graphics, and wayfinding systems.Combining strategic thinking with technical delivery expertise, Beyond Media provides end-to-end services spanning design management, procurement, fabrication, installation, and technology integration. Its work can be found across some of Australia's most recognised venues and destination projects.