Sep 16, 2015
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Zalando: Fashionpalooza concept dropped?

Sep 16, 2015

Zalando had great ambitions on the events front this year. The e-retailer, which acquired the Bread & Butter show, is also the main sponsor of Lollapalooza Berlin, the first European edition of the Chicago festival, which took place on 12th and 13th September. 

A photo booth for Fashionpalooza

The concept of Fashionpalooza, combining fashion and music, was announced last June. Hangar 4 at Tempelhof airport, well-known to the fashion world as the venue for Bread & Butter since 2009, was meant to be dedicated to fashion, welcoming about a hundred brands and young designers keen to connect with customers, to discern their tastes in fashion and even their personal information. In the end, Fashionpalooza was reduced to a digital photo booth that allowed festival-goers to 'share their style', the tagline of Zalando's current campaign.

The festival enjoyed a capacity crowd, with 4 sets, three of them on the tarmac and one partly housed inside a hangar. The airport building was only used for the VIP, press and materials areas.

Seen from the outside, a lounge open to the public, as once imagined by Karl-Heinz Müller, made complete sense, and Tempelhof airport was an ideal location. "A festival is like a shopping mall... the same bands are always the headliners. The real pleasure is being here, in this historic location," a festival-goer commented.

But brands are at a loss: which tune should they dance to? Fashionpalooza was postponed or discreetly called off, while the January edition of Bread & Butter was cancelled, officially because the venue has been requisitioned to create a reception centre for refugees. Meanwhile, the Lollapalooza teams have already given the date for the September 2016 edition. It remains to be seen who will sponsor it.

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