Will the third time be another charm? After two sold out editions with about 30,000 visitors at the last one, Arena Berlin will host the “Festival of Style, Music and Culture“ for consumers for the third time, which will take place August 31 to September 2, 2018. On Wednesday, the Bread&&Butter season kicked off with a preview event in Kreuzberg, which was attended by more than 600 guests.
Carsten Hendrich, VP of Zalando’s Creative Lab arm, along with Jolanda Smit, head of group brand relations and marketing at Zalando, introduced the new pop-up concept for the upcoming 2018 edition, which will offer consumers a “see now, buy now” shopping experience via a cashless payment system, which will be reflected through a district design theme. Model Jazzelle Zanaughtti aka Uglyworldwide, Elias Riadi from PAQ and Marc Goehring from 032c joined a panel under the slogan “What’s Next in Style and Culture.” The discussions about the latest trends in fashion and music or the importance of social media were accompanied by the sounds of DJ Juba and female rapper Kodie Schane.
Once again, the upcoming edition will spotlight a curated mix of the next limited edition drops, collaborations such as Timberland x Christopher Raeburn or Bread&&Butter x 032c inspired by Jerome Boateng as well as pre-launches of more than 40 brands. While the new streetwear and sneaker trends are exhibited within a city-planning inspired architectural set-up, visitors will enjoy music from the hottest DJs and live acts, such as Princess Nokia, Yung Hurn, Hamza and Sheck Wes, as well as street-food novelties, customizations, skate and make-up actions and pop-up fashion shows by Topshop/Topman and Zalando, within the different districts. Furthermore, artist Jaden Smith will talk about sustainability at G-Star Raw’s panel.
Besides iconic Bread&&Butter oldies such as Adidas Originals, Converse, G-Star Raw, Levi’s, Nike and Vans, brands such as Carhartt WIP, Diesel, Obey Clothing, The North Face and Weekday will make their show debuts at the 2018 edition. During the three days Zalando will launch a “digital Bread && Butter,” a new shopping platform, where the showcased product drops and special streetwear brands can be purchased year-round via the B&&B website, which will go live at the end of August. With it, Zalando will take the accessibility of limited streetwear to the next (digital) level.