From August 31 to September 2, Bread&&Butter by Zalando–The Pop-Up of Style and Culture (B&&B) will celebrate its third edition in the Arena Berlin. In eight different “districts” the event offers an urban experience with more than 40 brands, a “see now/buy now” principle, customizations, workshops, show pop-ups, panel talks, a music line-up, special guests and street food from Berlin. Pre-launches are expected and more than 100 limited products will be available directly at the event at B&&B Brand Pop-Ups and on breadandbutter.com–the new B&&B Shopping Hub. The hub will launch on Zalando at the end of August and will continuously offer new product drops and limited editions.
Brands present
Adidas Originals takes the Falcon models from its archive in the spirit of the ’90s and brings them to B&&B. In the brand pop-up visitors can experience the whole universe of the sneaker and shop for the Yung-96 and the exclusive Falcon before everyone else. Carhartt WIP broadcasts live from the event together with London’s NTS Radio and presents a lot of national and international artists, DJ workshops, exclusive Carhartt WIP x NTS products as well as the pre-release of the Carhartt WIP x Trojan Records Capsule Collection. Converse comes with the “Converse One Star Salon,” a beauty salon inspired pop-up hosted by ISLA Berlin–with an exclusive treatment menu and a sneaker customization bar. Nike deconstructs its icons at and builds a new future–a future driven by women for whom the “we” is more important than the “I.” With its pop-up, Puma immerses itself in ’80s technology and, together with sound specialist Roland, creates an interactive synthesizer audio installation. Reebok’s Pop-Up Donut Diner celebrates the return of the Aztrek. Visitors get early access to the limited sneaker in the ’90s colorway. The North Face makes its B&&B debut with a pop-up concept that combines outdoor, fashion, design and music with a limited product drop. Timberland introduces Timberland Park–a natural space where visitors can relax and learn more about Timberland's commitment to the environment. In addition, the collaboration Timberland x Christopher Raeburn is introduced for the first time. There is also the opportunity to meet the designer at Timberland's brand pop-up and take part in his innovative repurposing workshops. House of Vans will bring a mix of live music, art and street culture to the event. In addition, the “Off the Wall” spirit can be experienced in the Vans Pop-Up at Bread&&Butter in the form of unique customization workshops.
Pop-up shows
There will be no classic catwalks as Bread&&Butter relies more on pop-up performances and live installations that take place there. Zalando shows a fall/winter ’18 streetwear selection with exciting guests. At Hugo, the BÄM! Äcademy the well-known reversed logo can be personalized. During the day, pop-ups from various brands can be seen in District 3 and 6. Bread&&Butter by Zalando presents the exclusive collaboration “BOA17” with 032c, inspired by footballer Jérôme Boateng.
Talks
Several times a day Bread&&Butter offers a stage for talks with relevant voices from the fields of fashion, music and culture. Speakers and guests include Jérôme Boateng, Gully Guy Leo and model and artist Uglyworldwide, HYPEBAE Crew, Danish singer-songwriter MØ, Jaden Smith, who worked with G-Star RAW for a sustainable collection, and Christopher Raeburn.
Music program
From baile funk and hip hop to the pioneers of cloud rap: on three different stages there are concerts, DJ sets, after parties and audio visual pop-up performances by over 70 music acts. Among others, the following performers will be there: Lauryn Hill, Evian Christ, Hamza, Kitty Ca$h, Luciano, Paigey Cakey, Princess Nokia, Sheck Wes, Stefflon Don, Ufo361, Yung Hurn.
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