Nabob wanted to reconnect with Canadians. They needed a simple, friendly way to reintroduce their coffee to a younger audience without losing the charm that has defined the brand for more than a century.
The idea was to create a space that felt open, social, and easy to join. A place where people could try the coffee, spend time with friends, and experience the brand in a setting that felt warm and familiar.
The BREW GRDN brought that vision to life by focusing on the basics. Good coffee. Good energy. Good company.
The challenge was clear. Nabob needed a presence at the CNE that could stand out among a long list of attractions and still feel authentic to the brand’s approachable personality. The goal was not only to sample coffee but to build a space that reflected the comfort and hospitality that Nabob is known for.
To achieve this, the team designed the NABOB BREW GRDN, a one-day celebration built around three simple ideas: Taste, Play, and Share. Each part of the experience had a purpose. Every zone was designed to invite guests in and give them a reason to stay.
Barista Ambassadors inside the BREW HAUS serving full-cup samples to guests.
Guests exploring the BREW GRDN with coffee cups in hand and branded décor throughout.
Taste started with the BREW HAUS, a custom-built container designed to serve full-cup samples quickly and consistently. Guests could choose between Nabob’s Summit 100 Percent Colombian Roast or the Breakfast Blend. The Brew Bike supported the main station by helping staff reach more visitors and keep the line moving.
A DJ playing at the BREW GRDN with guests dancing and enjoying the sun.
Play gave people the space to enjoy the moment. The GRDN LOUNGE offered a calm spot to sit and sip. The SWING SCENE was designed for photos and movement. Branded games gave guests something to do between tastes. Everything was built to feel casual and inviting.
Share was built into the details. Floating bubbles, colourful décor, and simple visual moments encouraged guests to capture and post their experience. Every corner of the BREW GRDN was designed with real behaviour in mind. People could move through the space naturally and still find something worth photographing.
Barista Ambassadors wore branded aprons to complete the coffee vibe.
On August 24, 2025, the BREW GRDN transformed Bandshell Park into Canada’s first Nabob coffee party. More than 1,500 cups were served with no complicated menu and no cost to guests. The rooftop DJs kept the energy high while the sun and bubbles created an atmosphere that felt relaxed and joyful.
The BREW GRDN delivered exactly what Nabob hoped for. Guests tasted the blends, spent time in the space, and connected with the brand in a meaningful way. It was simple, warm, and memorable. The experience showed that a heritage brand can feel modern when the interaction is genuine. Nabob proved that when you combine a trusted name with thoughtful design and real hospitality, you create a flavour people want to come back to.
Want to learn more about Event Production?
Will Kozma
Vice President, Business Development
Influence Marketing
wkozma@influencemarketing.ca
