Australia’s most iconic indoor entertainment venue is undergoing a dramatic transformation, and according to the creative team behind the project, the goal extends far beyond a simple rebrand.
Following the recent announcement that Sydney’s Qudos Bank Arena will become Afterpay Arena, newly released interior renders reveal a design-led overhaul focused on improving the fan experience from the moment visitors enter the building. The project brings together creative agency BUCK, architect The Studio* Collaborative, and technology specialists Beyond Media to create a venue that prioritises atmosphere, discovery, and seamless navigation.
Rather than treating the arena as a traditional sponsored space filled with branding opportunities, BUCK developed a creative vision that fundamentally changes how visitors interact with the environment.
BUCK’s Vision: A Gallery, Not a Billboard
At the heart of the transformation is a philosophy that challenges the conventional approach to venue sponsorship.
According to Emma Kaniuk, Brand Creative Director at BUCK:
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.
The approach aims to make every touchpoint within the venue feel intentional, creating an environment where design contributes to the overall entertainment experience rather than competing with it.
By focusing on discovery, storytelling, and emotional engagement, BUCK has positioned the venue as more than a concert destination. The redesign seeks to transform every stage of the visitor journey into part of the live experience itself.
A Venue-Wide Transformation Designed Around the Fan Experience
The refurbishment extends throughout the arena and includes redesigned hospitality areas, a completely refreshed foyer, new digital wayfinding systems, and a venue-wide commerce platform powered by Square.
One of the most striking additions is what project partners describe as one of the world’s largest transparent holographic LED installations. The foyer will feature three seven-metre-wide immersive screens suspended from the ceiling, creating an arrival experience designed to build anticipation before visitors even reach their seats.
At approximately 92% transparency, the installation blends into the architecture while introducing movement, colour, and atmosphere throughout the space.
Tom Matthews, Managing Director of Beyond Media, explained the significance of the technology:
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.
Alongside the digital enhancements, new wayfinding systems throughout the venue have been designed to reduce confusion and improve navigation for visitors moving between seating sections, hospitality spaces, merchandise outlets, and amenities.
Hospitality Spaces Inspired by the Afterpay Brand
The redesign also includes two new hospitality environments created by The Studio* Collaborative: a casual lower-level bar designed for families and general event-goers, and a more refined upper-level lounge experience.
The design language incorporates rounded forms, softened detailing, and subtle references to the Afterpay brand while respecting the arena’s existing architecture.
Renee Gigliotti, Associate Director at The Studio* Collaborative, said:
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.
The project also incorporates sustainability considerations, with existing signage infrastructure repurposed wherever possible to reduce waste and minimise the need for new hardware.
More Than a Rebrand
While the arena’s new name has generated significant attention, the transformation signals a broader shift in how live entertainment venues are being designed.
Nick Molnar, Co-founder and CEO of Afterpay, said the project has been built around enhancing the moments fans value most.
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. Everything you’re seeing in these designs has been built around making that in-person moment memorable.
The venue will also become home to what Afterpay describes as Australia’s most comprehensive Square-powered venue commerce deployment, with more than 150 Square Registers and 65 Square Handheld devices operating across bars, merchandise locations, concessions, and premium hospitality areas.
The goal is to reduce waiting times and allow visitors to spend more time enjoying events, reinforcing the wider vision behind the transformation.
Why This Project Matters for BUCK
For BUCK, the project demonstrates how creative agencies are increasingly shaping physical experiences rather than simply designing campaigns.
The Afterpay Arena transformation showcases how branding, architecture, technology, and storytelling can work together to influence how people feel within a space. Rather than overwhelming visitors with sponsorship messaging, the creative strategy focuses on immersion, anticipation, and emotional connection.
As venues around the world compete to deliver more memorable live experiences, projects like this highlight the growing role of design-led thinking in the entertainment industry.
For BUCK, it is a high-profile example of how creativity can extend beyond screens and advertisements to reshape the environments where people gather, celebrate, and experience live events.
For more information about BUCK and its creative work, visit buck.co.
For venue updates and event information, visit Afterpay Arena.
All images by BUCK