Zalando is bringing a new festival to Berlin in 2027. Under the name "Access All Areas" the event is set to take place on April 24 and 25 at Station Berlin and the Tempodrom. Up to 40,000 visitors are expected.
With the new festival, Zalando wants to connect fashion, music, brands and different communities. The company describes "Access All Areas" as a platform for artists, brands and cultural voices that shape the present.
The first big name for the music program has already been confirmed: British singer Raye has been announced as the headliner. More acts will follow in the coming months. Raye recently also enjoyed major success in Germany and reached number one on the German singles chart with "Where Is My Husband!"
The concept partly recalls the former Berlin trade fair "Bread & Butter", which Zalando had taken over in 2015. Music also played an important role there. Previous editions featured, among others, Bilderbuch, Yung Hurn and Rin.
In addition to the music program, another focus is fashion. For the premiere, partnerships with brands such as Adidas, Nike and Calvin Klein have already been announced. Tommy Hilfiger, New Balance, Puma and Vans are also expected to be part of the festival.
For Zalando, the event is closely tied to Berlin. The company describes "Access All Areas" as a tribute to the city where Zalando's story began.
Source: MusikWoche