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Last year, Zalando co-founder Robert Gentz spoke about the company’s ambition to evolve beyond being a transactional platform and become a more vibrant, inspiring ecosystem for fashion and lifestyle.

The more our lives move online, the more important real-world connection becomes. And perhaps that is why Zalando, by some distance Europe’s largest fashion and lifestyle platform is increasingly looking beyond transactions, focusing instead on experiences, communities and cultural moments.

Now, the company is taking another step in that direction with the launch of Access All Areas, or simply AAA. Zalando describes it as its biggest cultural venture yet.

In short, it is a new festival bringing together fashion, music and culture in Berlin on 24–25 April 2027. As many as 40.000 visitors are expected to attend, with Zalando bringing together some of the biggest names in music, fashion, beauty and sport.

Tempodrom (pictured) will join Station Berlin as one of the main venues for
Zalando’s new cultural festival, Access All Areas, taking place on 24–25 April 2027.

AAA builds on the legacy of Bread & Butter, which became an influential fashion trade show in the early 2000s before Zalando relaunched it as an open festival for consumers. This time, however, the ambitions are even bigger.

The programme will feature live performances, immersive brand experiences, creative installations and exclusive product launches.

The festival will take place across two of Berlin’s most distinctive venues, Station Berlin and Tempodrom, bringing together leading names from music, fashion, beauty and sport.

The first major name has already been announced. British singer-songwriter RAYE will headline AAA, putting the Grammy-nominated artist at the centre of the festival’s inaugural edition. More artists, brands and experiences will be announced in the coming months.

James Rothwell, SVP of Marketing at Zalando, says:

“AAA is our love letter to Berlin, the city that has shaped Zalando and the city where our story began. It is a place where inspiration and entertainment meet culture in a way our customers can experience for themselves.”

Zalando has also assembled an impressive line-up of brand partners.

adidas, Calvin Klein and Nike will serve as the main partners, alongside ASICS, Dr. Martens, lululemon, New Balance, On, Puma, Tommy Hilfiger and Vans.

The beauty line-up includes Beauty of Joseon, Kérastase and MAC.

Access All Areas takes place in Berlin on 24–25 April 2027. Tickets will be free for Zalando Plus members, with Zalando Plus being the company’s free loyalty programme.

We have previously spoken with Zalando about this evolution, including an interview with James Rothwell on the company’s ambitions around the Copenhagen Marathon and its growing role in the culture and communities its customers are part of. You can read the full interview here.

Foto: James Rothwell, SVP of Marketing hos Zalando

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