Airwallex ran the Latitude37 Launch Event in Melbourne to celebrate the first cohort of Latitude37, its social impact program for young Australian AI founders. The program backs ten AI startups with founders under the age of 25 through grants, and this morning was the cohort's first appearance in front of the program's advisory board, the media and the wider startup and investor community. It was a big moment for a group of very early founders, and the Airwallex team wanted the room to feel welcoming from the first minute.
- Date
- 28 August 2026
- City
- Melbourne
- Format
- Launch event
The day
The launch was a morning event, which shaped how the team thought about the welcome. Guests were arriving to meet a new cohort, hear about the program and talk to the people behind it, and the courtyard was where those first conversations happened. The cart sat in that space, so a coffee and a hello came together as people walked in.
The Airwallex team made the cart part of the event's look. They added their own branding to the front, a lilac panel reading SF 37 N on one side and MEL 37 S on the other, a nod to the two cities the program name points to. They told us the artwork templates were easy to use, and the finished cart fitted the occasion rather than looking like something borrowed for the day.
As the morning went on, the courtyard filled with small groups: founders, advisers, media and investors, most of them with a cup in hand. A second cart near the entrance kept the line short as more guests arrived.
What the coffee added
For a morning event, the team said, a coffee cart is essential, especially in Melbourne. In their words, coffee keeps everyone caffeinated and happy, and it sets the mood for the day. That was the job: give guests a reason to gather, slow down and start talking before the formal part of the program began.
They also told us the service was quick to arrange and quick to set up, which matters when a launch has plenty of other moving parts. Once the cart was in place, the coffee looked after itself and the team could focus on their cohort and their guests.
It's an excellent service with very quick turnaround. The coffee is delicious, the set up was quick. We added additional branding elements to the front of our coffee cart and the templates were easy to use.
Planning a morning launch
If your launch starts early, the coffee is often the first thing your guests experience, so it is worth placing the cart where people arrive and gather. A branded front panel is a simple way to make the cart part of your event rather than a service tucked in a corner. Our coffee cart hire team can talk you through branding, timing and placement, and you can see how we work across the city on our Melbourne coffee cart hire page.
