Afterpay revives 'Mystery Market' for immersive VR event

Afterpay is bringing back its "Mystery Market" activation, an immersive virtual reality experience offering over AUD $100,000 in prizes, just in time for Afterpay Day.

The "Mystery Market" will allow more than 1,000 Afterpay customers to explore virtual realms and unlock rewards from popular brands such as THE ICONIC, Webjet, and H&M. Participants will have the chance to win gift vouchers worth up to AUD $1,000, making this an exciting addition to Afterpay's highly anticipated shopping event.

Afterpay Day, one of Australia's most significant retail sales events, will take place from 8 AM AEDT on 20 March to 23 March. It will feature discounts of up to 70% across categories like fashion, travel, and technology.

The "Mystery Market" will only be held one day at Sydney's Pitt St Mall. Attendees will gain entry using their digital Afterpay Card, put on virtual reality headsets, and interact with the experience to reveal exclusive prizes. The event operates on a first-come, first-serve basis, kicking off at 8 AM AEDT on 20 March.

Kevin Azzopardi, Trade and Partner Marketing Director, ANZ at Afterpay, highlighted the event's innovative approach: "This Afterpay Day, we're reimagining retail with an experience that blends technology, innovation, and the thrill of discovery. The Mystery Market is more than just a shopping event—it's a glimpse into the future, where cutting-edge VR transforms how customers interact with brands."

By merging digital and physical retail experiences, Afterpay is reshaping how consumers engage with sales events. The "Mystery Market" aims to create a unique and shareable shopping moment, reinforcing Afterpay's vision for tech-driven retail innovation.