Zalando’s new Access All Areas festival heads to Berlin, headlined by RAYE
Across three summers in the 2010s, tens of thousands of people gathered in Berlin to attend a festival headlined by names including FKA twigs, M.I.A, Virgil Abloh, and a clutch of local stars. Put together by Zalando, its name was Bread&&Butter, and it wasn’t just about the music: fashion, film, and cutting-edge digital cultures also took the stage. Now, Zalando is building on the ideas at the centre of Bread&&Butter with its latest festival.
Across the course of a weekend in April 2027, Zalando’s inaugural Access All Areas (AAA) festival will take over Station Berlin and Tempodrom, headlined by the singer, songwriter and cultural phenomenon RAYE. The full lineup is still to come – with the promise that it’s set to include some iconic stars – but again, the music is just the start. The wider programme spearheaded by RAYE and co will also include fashion, beauty, sport and entertainment, art and ideas from a range of big names.
Inviting 40,000 visitors to the city, AAA builds on the legacy of Bread&&Butter, channelling the spirit of the festival and adapting it for the present day. This includes major fashion partnerships with the likes of Calvin Klein, Nike, and adidas, plus New Balance, Tommy Hilfiger, Asics, Dr. Martens and more, as well as beauty partners such as MAC and Kérastase.
What does that mean? Well, keep an eye out for exclusive product drops, immersive brand experiences and DJ sets. With experiences spilling beyond the festival gates, visitors will also get to experience Berlin’s unique energy firsthand. “AAA is our love letter to Berlin, the city that shaped Zalando and where our story began,” says James Rothwell, senior vice president of marketing at Zalando. “It’s where inspiration and entertainment meet culture in a way our customers can experience for themselves.” And if you can’t make it in person, digital moments will also take place via livestreams, online content, the Zalando apps and virtual drops, reaching fans across the world.
Access All Areas will run from April 24 to 25, 2027. Tickets are free for members of Zalando’s complimentary loyalty programme, Zalando Plus, with access opening exclusively to its members from January 2027.
The tickets are available for lucky Zalando Plus customers from Germany, Austria, Switzerland, Italy, Spain, France, the Netherlands, Belgium, Luxembourg, Denmark, Sweden, Norway, Finland, Poland, Czech Republic, Croatia and Romania. Head here to find out more information regarding tickets. For customers from other countries, 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.
