MAJOR LEAGUE BASEBALL
Venue
Trafalgar Square, London
Client
MLB London Series ’24, with Imagination Group
Guests
36,000+
Traders
6 KERB traders
Bars
2 mega bar structures
MLB London Series ’24, with Imagination Group
MLB London Series ’24, with Imagination Group
Trafalgar Square is one of London’s most recognisable public spaces — a truly iconic British location, built for major moments, huge crowds and citywide energy.
For MLB London Series ’24, the square became the home of a full fan zone activation, bringing the scale and spectacle of Major League Baseball into the heart of the capital. With the Philadelphia Phillies going head-to-head with the New York Mets in London, KERB Events was brought in to help create a food and drink experience worthy of the occasion
The Brief
KERB Events was approached by the inimitable team at Imagination Group to develop the food and drink offer for this huge celebration of American sport.
The brief was big, bold and full of flavour: create an F&B experience that could match the energy of Major League Baseball, deliver at serious public-event scale, and help turn Trafalgar Square into a festival of Americana.
We created a food offer that paid homage to the hero dishes of each team’s home city, giving fans an experience that felt immersive, relevant and unmistakably American.
Across the site, 6 KERB traders served a crowd-pleasing line-up designed for highvolume fan zone service, while the bars and roaming hawkers helped keep guests moving, refreshed and fully in the atmosphere.
Big numbers, smooth event operations
With 36,000 guests moving through Trafalgar Square, this was a major public activation requiring a team that can deliver for scale.
KERB Events managed the food and drink delivery across a busy central London site, supporting trader logistics, bar operations, service flow, stock planning, staffing, guest movement and live event management.
Operating in such a high-profile public location meant every detail mattered — from load-in and build considerations to queue management, speed of service, health and safety, communication and coordination with the wider production team.
The result was a high-energy fan zone that kept thousands of baseball fans fed, watered and immersed in the spirit of the London Series.
KERB’s bars keeping the fan zone moving
A crowd of this size needs serious bar infrastructure.
KERB Events delivered 2 mega bar structures across the fan zone, designed to handle high-volume service in a fast-moving public environment. The bars were supported by roaming hawkers, helping take drinks into the crowd, reduce pressure on fixed service points and keep the atmosphere moving across the square.
From pre-game excitement to full fan-zone energy, the bar operation played a central role in shaping the guest experience — fast, visible and high-volume.
Americana in the heart of London
MLB London Series ’24 was one of the most exciting and iconic activations KERB Events has been involved with.
A titan of American sport in a landmark British setting with a hugely engaged crowd. By pairing city-inspired American dishes with major-event bar operations we helped create a fan experience that rounded out the immersion in all things baseball.
“It was so great to have you and the whole KERB team on board for this event. The collaboration with your onsite team, planning up to the event and overall positivity was a great pleasure and we hope to continue working with you.”
Imagination Group
Our Events
CHRISTMAS PARTY FOR LAW FIRM
Think KERB, but with a luxe twist. For the second year running, we’ve had the pleasure of curating this law firm’s Christmas party — and each time, we’ve raised the bar. With an upgraded central bar, flowing sparkling wine, and elegant canapés, this celebration takes the KERB experience to a whole new level of sophistication.
SOMERSET HOUSE - SUMMER SERIES
With two handpicked traders and two festival bars, we brought an elevated street food experience to Somerset House’s fountain court for 11 nights of live music and celebration.
TIKTOK
A Christmas Party to end all Christmas parties. We went all out, bringing 10 of our incredible traders to a huge ‘food village’ within Printworks for this epic, end-of-year party. Oozing mac ‘n’ cheese pots, bouncy bao buns, crispy baked chicken and sumptuous beef bulgogi tacos left party-goers spoilt for choice. With spirits from East London Liquor Co. and craft beers from Gipsy Hill flowing, this was a night to remember as guests danced and ate the night away with the very best street food that London has to offer.
BUDWEISER ANNUAL CONFERENCE
The Roundhouse is one of London’s most iconic live event venues. A legendary circular space with world-class production capability and the flexibility to host everything from major performances to brand events, conferences and receptions. For Budweiser’s annual conference, the venue became the backdrop for a seamless day-to-night event, bringing together brand-led bars, perfectly poured pints and brilliant food.
NETFLIX - SQUID GAME II
Drumsheds is one of London’s most iconic large-scale venues. It’s a cutting edge industrial superclub built for bringing in huge crowds and providing world class production. It’s a perfect recipe for iconic events like Netflix’s Squid Game II: The Rave, where the space was transformed into a fully immersive Korean night market and rave environment, bringing together street food, bars, VIP hospitality and drinks activations.
TECH FIRM - CORPORATE FAMILY FUN DAY
Unlimited food, zero queues! We served over 33,000 portions in just six hours to employees, friends, and families of a global finance and tech leader. A seamless, record-breaking event at an iconic venue.
This event included 31 traders, 6 container bars, 6 ice cream trikes and 3 cafés!
MAJOR LEAGUE BASEBALL
Trafalgar Square is one of London’s most recognisable public spaces — a truly iconic British location, built for major moments, huge crowds and citywide energy.
For MLB London Series ’24, the square became the home of a full fan zone activation, bringing the scale and spectacle of Major League Baseball into the heart of the capital. With the Philadelphia Phillies going head-to-head with the New York Mets in London, KERB Events was brought in to help create a food and drink experience worthy of the occasion
HALLOWEEN TRAIL & CHRISTMAS AT KEW
Kew Gardens is one of London’s most magical public spaces with 320 acres of world-famous gardens and breathtaking seasonal trails. Each year, from midOctober through to early January, the gardens are transformed for the Halloween and Christmas light trails, welcoming tens of thousands of visitors for one of London’s go-to seasonal events,
For the past seven years, KERB Events has been proud to be part of this magic by bringing brilliant food by independent KERB traders, festive drinks and smooth operations to Kew.
GOODWOOD FESTIVAL OF SPEED
KERB has been curating a selection of food traders at the prestigious Goodwood for years, delivering street food from vintage trucks to bespoke units. We bring flavour and fun to this iconic festival, year after year.
MONTHLY PELOTON HQ LUNCH
KERB is the trusted partner for Peloton’s monthly office lunches and special events, offering seamless service with delicious food stalls and bars tailored to their team’s needs in their London HQ.