‘Access All Areas’: Zalando’s bold new music, fashion and culture festival coming to Berlin in 2027

• Zalando is bringing Access All Areas (AAA) to Berlin on 24–25 April 2027, connecting fashion, music and culture across Station Berlin and Tempodrom, with up to 40,000 visitors expected.
• Cultural phenomenon and singer-songwriter RAYE will headline the inaugural festival, alongside special experiences from 14 partner brands, including headline partners Calvin Klein, Nike and adidas.
• Tickets to AAA are free for Zalando Plus members in participating markets, with access opening exclusively to its members from January 2027. Wherever customers are based, AAA will also be available to experience through livestreams, content and exclusive drops.

BERLIN, OCTOBER 5, 2026 // Berlin has always been a city where music, fashion, art and new ideas come together, and in 2027, Zalando, Europe's leading technology platform for fashion and lifestyle, will bring that creative energy to a global stage with Access All Areas (AAA) festival, its biggest cultural bet yet.

Taking place on 24–25 April 2027 across Station Berlin and Tempodrom, AAA will welcome up to 40,000 visitors for two days of live performances, immersive brand experiences and exclusive product moments in Zalando’s home city. 

Building on the legacy of Bread&&Butter by Zalando, AAA evolves that spirit for how people experience culture today. The festival brings Zalando’s ambition to become a destination for inspiration and entertainment to life, creating new ways to engage customers and helping brand partners build deeper connections with their audiences.

Headline brand partners adidas, Calvin Klein and Nike will be joined by Asics, Dr. Martens, lululemon, New Balance, On, Puma, Tommy Hilfiger and Vans at AAA, bringing some of the world's most recognisable fashion and sportswear brand partners together under one roof. Beauty partners Beauty of Joseon, Kérastase and MAC complete the line-up, extending AAA into beauty and self-expression alongside fashion and sport. At AAA, partners will create exclusive experiences through product drops, creative moments and immersive brand worlds, giving customers new ways to discover and connect with the brands they love.

James Rothwell, SVP of Marketing at Zalando, said: “AAA is our love letter to Berlin, the city that shaped Zalando and the city where our story began. It’s where inspiration and entertainment meet culture in a way our customers can experience for themselves. AAA shows what that looks like in practice: deepening the relationship with our customers, strengthening our partnerships with the world’s leading brands, and extending Zalando’s reach into culture itself.”

Genre-defying singer-songwriter RAYE will headline AAA, bringing one of the most influential voices in music today to Berlin for the festival’s inaugural edition. The four-time GRAMMY Award-nominated global artist leads the wider AAA programme spanning fashion, beauty, sport and entertainment, with further iconic acts to be announced in the coming months.

AAA's reach extends far beyond the festival gates. Blending physical and digital, it will meet Zalando customers everywhere through livestreams, content, the Zalando app and exclusive drops. From experiencing the energy of Berlin to discovering new inspiration and products from wherever they are, audiences across Europe will be invited to take part in AAA before, during and beyond the festival weekend.

The festival also adds a new dimension to Zalando Plus, Zalando’s complimentary loyalty programme offering personalised benefits, exclusive experiences and partner offers. With more than 20 million members across 17 European markets, the programme brings members closer to the brands and culture they love, creating more reasons to engage with Zalando.

Tickets are free for Zalando Plus members in the markets where the programme is available, with exclusive access opening in January 2027 and further details to follow. For customers outside those markets, AAA will be live through the Zalando app, with full access to the festival's content, livestreams and exclusive drops throughout the weekend and beyond.

Further details on the programme, experiences, talent and partners will be announced in the lead-up to AAA. 

ABOUT ZALANDO PLUS

Zalando Plus is Zalando’s loyalty programme, building deeper relationships with more than 20 million members across 17 European markets, Germany, Austria, Switzerland, Italy, Spain, France, the Netherlands, Belgium, Luxembourg, Denmark, Sweden, Norway, Finland, Poland, Czech Republic, Croatia and Romania, through personalised benefits, exclusive experiences and partner offers. Across four membership tiers — Light, Shine, Star and Superstar — members can access personalised rewards, exclusive offers and benefits from partners including Spotify and Duolingo. As members progress through the programme, they can unlock additional benefits, from premium delivery to priority access to new releases, exclusive raffles and invitations to events. Through experiences such as Access All Areas, Zalando Plus brings members closer to the brands, culture and experiences they love.