Kia Brings an Outback Pub to the Australian Open 2026

Kia Australia took fan engagement to a new level with a creative Outback‑style pub experience built using Grove’s modular structures. Named Hotel Tasman, the activation transformed the event precinct into a lively, immersive space inspired by the rugged Australian bush, bringing the adventure spirit of the Kia Tasman ute to life in a fun and unexpected way.

The themed environment was designed to feel like a classic Outback pub, providing a social and visually striking backdrop for fans to relax, explore, and connect with the Kia brand. Within the space, visitors were invited to join a virtual reality (VR) experience where they could take the Tasman ute on a thrilling off‑road journey – Beer O’Clock Hill – all without leaving Melbourne. This interactive component turned Kia’s technical showcase into an entertaining and memorable moment for attendees.

This project highlights Groblox’s ability to deliver immersive, interactive spaces that help brands like Kia connect with audiences in dynamic and culturally resonant ways, turning a major sporting event into an extension of a brand’s lifestyle narrative