Taste of London – Chang Beer
Trinity Set & Stage built a 23m x 10m English garden-themed Chang Beer brand activation stand for Taste of London 2019 in Regent’s Park — a major London set builder bespoke bar project for IMG.
The Brief
Trinity Set & Stage were briefed by IMG and Thai beer brand Chang to design and build their flagship food-and-drink stand for Taste of London 2019 in Regent’s Park, a key date in the London brand activation and event production calendar. The stand needed to host a hero bar serving Chang beer, a food booth shared by partner restaurants serving Thai food, and comfortable seating for thousands of festival guests. The creative direction came in pitched as an ‘English garden party’ — a sympathetic crossover between Chang’s tropical identity and the very London Regent’s Park backdrop — and the scope expanded mid-project from 8m x 3m to 23m x 10m, becoming one of the biggest stands at the festival.
Our Approach
The design programme ran for five months between London and Singapore, with our team translating Chang’s tropical brand world into an English garden footprint that still felt rooted in Regent’s Park. As an experienced London set builder for festival brand activations and bespoke bars we built bespoke pergolas draped in ivy, clean white planters with central palm trees nodding to Chang’s identity, and a clear sightline from the seating area straight to the bar to drive trade. The colour palette was tightly held to pure white and Chang’s signature emerald green, with vinyl and foamex graphics layered as Chang logos, brand cues and food-and-drink call-outs across the structure. We integrated the partner restaurants’ food booth as a fully equipped working kitchen so the Chang stand was a complete hospitality activation, not a dressed shell.
