Zalando AAA Festival Adds MAC, Kérastase as Beauty Partners
Zalando's Access All Areas festival in Berlin will feature beauty partners MAC and Kérastase.
Zalando has unveiled Access All Areas (AAA), a multi-disciplinary festival in Berlin headlined by singer-songwriter RAYE. The event, running April 24-25, 2027, builds on the legacy of the retailer's earlier Bread&&Butter festival and will offer exclusive access to 40,000 visitors, primarily Zalando Plus members across 17 European markets.
The festival marks a strategic expansion for the Berlin-founded company into immersive cultural experiences. It will take over Station Berlin and Tempodrom, blending fashion, beauty, sport, entertainment, art, and ideas. James Rothwell, senior vice president of marketing at Zalando, described the project as a cultural extension. "AAA is our love letter to Berlin, the city that shaped Zalando and where our story began," he said.
Beauty and brand partnerships
The festival features established beauty brands MAC and Kérastase as official partners. Their inclusion signals a holistic approach to style and experience, moving beyond fashion. They join a roster of fourteen major brand partners, with headline fashion collaborations from Calvin Klein, Nike, and adidas.
Additional brand partners include:
The programme will feature exclusive product drops, immersive brand experiences, and creative moments tailored to these partnerships.
Headliner and programme details
RAYE, a four-time GRAMMY Award-nominated global artist, is confirmed as the headline musical act for the inaugural festival. The full lineup and schedule are still being finalised, but the event promises appearances from other iconic stars. The broader programme spans fashion, beauty, sport, art, and ideas, with experiences designed to spill beyond the festival gates into the city.
Access and digital experience
Access to tickets opens exclusively in January 2027 for Zalando's complimentary loyalty programme members. The Plus programme, with over 20 million members across 17 markets, offers tiers including Light, Shine, Star, and Superstar. Tickets will be free for Plus members in the participating markets.
For customers outside these areas and global fans, the festival will be accessible digitally. Full access to content, livestreams, and exclusive drops will be available via the Zalando app. Rothwell emphasised the immersive goal, stating, "It’s where inspiration and entertainment meet culture in a way our customers can experience for themselves."
Zalando connects 62 million active customers with more than 7,000 brands. The AAA festival aims to deepen those relationships and strengthen brand partnerships. Further details on the programme, experiences, talent, and partners will be announced in the lead-up to AAA.
