Zalando Returns to Its Festival Roots with the Launch of Access All Areas in Berlin Headlined by RAYE

Blending music, fashion, beauty, and more, the two-day festival is a "love letter" to the city that shaped Zalando.

Across three memorable summers in the 2010s, tens of thousands of culture enthusiasts gathered in the heart of Berlin to attend a landmark festival that helped define an era. Headlined by heavy-hitting names including FKA twigs, M.I.A., the late visionary Virgil Abloh, and an influential clutch of local stars, the event was conceived and put together by European retail giant Zalando. Named Bread&&Butter, it transcended the boundaries of a traditional music festival, serving as a dynamic cultural nexus where fashion, film, and cutting-edge digital cultures took center stage. Now, building directly upon the foundational ideas and creative ethos that made Bread&&Butter a roaring success, Zalando is preparing to write the next chapter of its cultural legacy with an ambitious new multi-disciplinary festival.

Across the course of a landmark weekend in April 2027, Zalando’s inaugural Access All Areas (AAA) festival will officially take over two of Berlin’s most iconic cultural institutions: Station Berlin and the Tempodrom. The high-profile event is set to be headlined by the sensational singer, songwriter, and global cultural phenomenon RAYE. While the full festival lineup remains heavily anticipated and is still yet to be announced—with organizers promising a roster packed with iconic contemporary stars—Zalando emphasizes that the musical performances will merely be the starting point for a much larger cultural experience. The expansive wider program, spearheaded by RAYE alongside an array of major creative partners, will seamlessly integrate fashion, beauty, sport, entertainment, contemporary art, and forward-thinking ideas from a diverse range of prominent figures and brands.

Designed to welcome an estimated 40,000 visitors to the German capital, AAA purposefully builds upon the storied heritage of Bread&&Butter, actively channelling the rebellious, innovative spirit of the original festival and intelligently adapting it for the complexities of the present day. This modern reimagining is supported by major fashion partnerships with some of the most influential names in global apparel and streetwear, including Calvin Klein, Nike, adidas, New Balance, Tommy Hilfiger, Asics, and Dr. Martens, among others. In addition to the heavy-hitting fashion presence, the festival will feature prominent beauty partners such as MAC and Kérastase, ensuring that the intersection of style, cosmetics, and self-expression remains at the very core of the weekend’s itinerary.

For attendees navigating the festival grounds, this translates into an immersive, highly curated environment featuring exclusive product drops, deeply engaging brand experiences, and live DJ sets that capture the pulse of contemporary youth culture. With these multifaceted experiences spilling far beyond the conventional gates of the festival venues, visitors will also be given the unique opportunity to experience Berlin’s legendary, multifaceted creative energy firsthand.

"AAA is our love letter to Berlin, the city that shaped Zalando and where our story began," explains James Rothwell, senior vice president of marketing at Zalando, reflecting on the profound connection between the corporate brand’s origins and the gritty, vibrant identity of the German capital. "It’s where inspiration and entertainment meet culture in a way our customers can experience for themselves."

Recognizing that physical attendance represents only a fraction of its vast European community, Zalando has ensured that the festival will not be confined solely to the physical venues in Berlin. For fans and fashion enthusiasts who cannot make the trip to Germany in person, a comprehensive suite of digital moments will run concurrently throughout the weekend. Through high-definition livestreams, interactive online content, specialized features integrated directly into the Zalando apps, and virtual product drops, the company aims to bridge the physical gap, reaching and engaging fans across the globe in real time.

Access All Areas is scheduled to run from April 24 to April 25, 2027. In a move designed to reward its dedicated customer base, tickets will be entirely free for members of Zalando’s complimentary loyalty program, Zalando Plus. Ticket access will open exclusively to these loyalty members starting in January 2027, providing them with first-come, first-served entry to what is shaping up to be one of the premier cultural events of the spring.

The opportunity to secure these coveted tickets is open to eligible Zalando Plus customers residing across a wide footprint of European markets, including Germany, Austria, Switzerland, Italy, Spain, France, the Netherlands, Belgium, Luxembourg, Denmark, Sweden, Norway, Finland, Poland, the Czech Republic, Croatia, and Romania. Customers and interested festival-goers looking for more detailed information regarding ticket acquisition, scheduling, and lineup drops can visit the official festival portal online. Meanwhile, for international customers tuning in from countries outside the eligible ticketing regions, AAA will remain fully accessible through the Zalando app, ensuring that the festival’s rich mix of live content, exclusive streams, and limited-edition product drops remains available to a truly global audience throughout the weekend and beyond.