The Technical Department supplied eight tonnes of power distribution equipment to support MAD//Fest 2026, working with the event’s operational partner Hudson Born to deliver mains power across the festival’s extensive site at the Truman Brewery Estate in London.
The package included 430 cables, providing approximately 4.8 kilometres of cabling, together with 56 distribution boxes and 500 jumper cables. The system powered lighting, audiovisual production, exhibitor stands, brand activations, catering facilities and essential event operations across both sides of Brick Lane.
TTD has powered MAD//Fest – a three-day marketing, advertising and technology festival – since 2021. The event comprises a programme of talks, networking, entertainment and experiential activations. Hudson Born is the festival’s operational partner, overseeing all aspects of the event’s design, procurement, planning and delivery.
As part of that role, Hudson Born is responsible for selecting the specialist suppliers involved in delivering the event, with experience, reputation and value for money all important considerations. Matt Hudson, founder of Hudson Born, said: “We carefully select all of the suppliers involved in MAD//Fest, so having experienced partners who understand the demands of the event and can work collaboratively with the wider team is incredibly important,” He continued: “With TTD, a lot of the value comes from the detailed pre-planning. There are a huge number of individual requirements across the site, so working through those in advance and making sure the power infrastructure has been properly considered makes a real difference once we get into the build.”
Occupying several indoor and outdoor spaces within the Truman Brewery Estate, TTD was responsible for providing mains power for lighting and AV contractor Light Fantastic, as well as the event’s activations, exhibition stands, registration areas and production offices.
The company also supplied power for picnic tables, bars, food and beverage concessions, RFID access points, video display screens, coffee carts and temporary kitchens.
Ed Pagett, commercial director at TTD, said: “MAD//Fest is a large and complex event, spread across a number of very different indoor and outdoor spaces. There are literally hundreds of separate power requirements across the site, from major lighting and AV systems through to individual exhibition stands, catering units, registration desks and brand activations. Our role is to bring all of those requirements together and create a safe, practical distribution system that works for the venue, the production team and every stakeholder involved.”
Planning began well in advance of the festival, with The Technical Department producing detailed electrical schematics showing how power would be sourced and distributed throughout the site.
One of the challenges presented by the Truman Brewery Estate is the limitation on the power available in certain areas, making detailed planning particularly important. The schematics allowed the venue team to see where supplies would be drawn from, while Hudson Born and the production team could check that power outlets had been provided in the correct locations against the festival’s site overlay.
Pagett continued: “The equipment is only one part of what we provide. Before anything arrives on site, we need to understand the layout, the available supplies and the requirements of every contractor and exhibitor. The schematics give the venue and production teams a clear picture of how the system will work and allow us to identify any potential issues before the build begins.”
During the installation period, The Technical Department’s team worked across the entire estate as contractors, exhibitors, catering teams and activation specialists arrived to prepare their areas ahead of the live event. The detailed pre-planning was backed up by additional equipment and resources on site, enabling TTD to respond as new requirements emerged during the build.
Martin Clowes, senior production manager at Hudson Born added: “However much planning you do, a live event build is always dynamic and additional requests inevitably come up. TTD has the spare kit and resources on site to respond to those requirements, but just as importantly, the team has the flexible attitude needed to make things happen. That combination of preparation and the ability to respond quickly on site is really valuable to us as the event’s operational partner.”
Pagett explained: “An event site is constantly evolving during the build. Stands are being constructed, kitchens are being installed and production equipment is arriving across multiple areas at the same time. Our team works closely with everyone on site to make sure each area has the power it needs, without losing sight of the overall capacity and limitations of the venue. Having spare equipment available and an experienced team that can adapt as requirements change is an important part of making that work.”
He concluded: “MAD//Fest is a fantastic event to work on because of its scale, energy and variety. We are proud to support Hudson Born, the wider production team and the many suppliers, exhibitors and brands that bring the festival to life.”
