A Cultural Bet on Berlin: “Access All Areas”
“Access All Areas” is Zalando’s new festival of music, fashion, and culture taking place April 24–25, 2027 across Station Berlin and the Tempodrom. With RAYE headlining the blockbuster musical line-up, AAA makes a bet on the enduring importance of culture and connection in Berlin.
The bravura that RAYE brings to the headline extends all the way through the program of the genre-spanning festival, which promises live performances, exclusive product releases, and creative experiences for up to 40,000 visitors. The digital component expands the reach of the festival to participants across Europe with livestreams, content, and exclusive drops. Adidas, Calvin Klein, and Nike lead the top of the bill for the festival’s fashion component, while Beauty of Joseon, Kérastase, and MAC complement the line-up with a focus on beauty products. The buzzy, IYKYK feel of the inaugural edition comes not only from the release of exclusive merch, but also from the revamp of a festival format that Zalando pioneered in its home town of Berlin.
Those who have hung out long enough in the city remember Bread&&Butter by Zalando. Running between 2016 and 2018, the festival merged fashion, music, and culture in a way that felt like the cutting edge of the decade. In 2016, interdisciplinary was the buzzword of every performance piece and exhibition catalogue—a cultural artifact as tied to the period as millennial pink—but Bread&&Butter made the exchange between different art forms a concrete reality. If the term interdisciplinary feels outmoded today, it’s because the most relevant creators travel more lightly across the boundaries of fashion, music, and culture. AAA reflects this integration accordingly: you expect the festival participants to push the idea of a brand zone to the extremes of an immersive installation.
The cultural landscape has experienced tectonic shifts since Zalando’s first festival in 2016, but one thing has stayed the same. As Denis Olgac of Sucuk und Bratwurst remarked in his retrospective of Bread&&Butter, “people crave social interactions and spaces where you can actually meet.” With one eye on the future, AAA has poised itself to address that need for a new generation in Berlin, putting festival attendees in touch not only with a slate of this era’s defining artists but also with the city’s broader cultural community.
Tickets for Access All Areas are free for all members of Zalando Plus. Join Plus for free to attend the AAA festival, with exclusive access opening January 2027. Participating markets include Germany, Austria, Switzerland, Italy, Spain, France, Netherlands, Belgium, Luxembourg, Denmark, Sweden, Norway, Finland, Poland, Czech Republic, Croatia, and Romania.
This is a dedicated feature in partnership with Zalando.