Partner
Ben & Jerry’s
Event
Sundaes in the Park 2026
Range
Bespoke
Bespoke in action
Ben & Jerry’s Sundaes in the Park 2026
Ben & Jerry’s is known as much for its outrageous flavours as it is for its quirky design. Colourful and playful, the green hills, fluffy clouds and childlike illustrations on its pint-size tubs make them instantly recogniseable. And impossible to resist. Which is why it’s obvious that this iconic look should be absolutely everywhere at the annual Ben & Jerry’s Sundaes in the Park Festival — including the speakers.
The gig by numbers
5,000
Ice cream lovers
Three
stages
d&b
Sound system
Q10 · V8 · V12 · V-SUB
Boxes wrapped
The brief:
Defying a wall of black boxes
Now in its second year, Sundaes in the Park is Ben & Jerry’s yearly brand activation festival. It’s hosted at the Chiswick House and Garden and features live acts, DJs, cabaret artists and surprise performances across multiple stages. This year’s event attracted over 5,000 ice cream lovers.
Members of our team worked on the sound at last year’s Sundaes in the Park, and we saw first-hand how the PA disrupted the set. There was a beautiful background, giant armchairs, Ben & Jerry’s mascot, and right beside them: a massive ground stack of black speakers. We wanted to change that in 2026.
The solution:
Doing justice to the design
Our Bespoke wraps were just the ticket. The Bespoke range is all about using original artwork and matching brand colour, box for box, across a full array.
Our team had to have a solid grasp of Ben & Jerry’s CI and what made this design unique in order to get it right. And they had to be 100% sure that the wraps would fit. So they travelled out to the warehouse of NKN Productions (who supplied and installed the sound system) to check their plain fabric test covers before the wraps went to print. We joke that this part of the process is like getting a garment ready for the runway. You’ve got to make sure it fits the model perfectly.
After that, the team double checked that the straps and fixings didn’t interrupt the design or interfere with the sound components, and added reinforcements to eliminate wrinkling and keep the artwork aligned. A late health and safety requirement due to heavy rain meant the PA also had to be ratcheted to a ballast weight, so the covers were adapted on the day. They still looked amazing when the sun came out a few hours later.
The outcome:
18 months of work
We’ve been developing our d&b range for the last 18 months and we’re delighted with our first deployment. It wasn’t always an easy process, but seeing the wraps look so good made all the late nights worthwhile. The final system included:
d&b Q10:
Front infills
d&b V8:
Top boxes, four a side
d&b V12
Top boxes, two a side
d&b V-SUB
Two a side
We’ve already got the covers back and are ready to reuse some components for next year’s event, where we’re expecting fresh artwork and a bigger, flown system. Off the back of this gig, we’re also looking at extending the wrap across the front-of-stage subs next time, giving the whole rig a sleek, finished look from every angle.