Zalando – Summer Garden

Zalando Summer Garden: Festival Concept for 4,500 Participants

The Challenge: Zalando aimed to create an internal corporate summer festival at Arena Berlin that transcended the typical corporate event experience. The goal was to create an immersive atmosphere for 4,500 employees, enhancing community spirit through a consistent festival vibe that would resonate from the moment they arrived until the last beat of the afterparty.

Our Solution: We revamped the entire Arena Berlin grounds into the Zalando Summer Garden. The concept revolved around a series of interconnected experience zones that fostered interaction, entertainment, and relaxation simultaneously. The day was structured with a carefully curated program and visual highlights that kept the festival energy pulsing high throughout.

Implementation at a Glance:

• Main Stage: The focal point for live bands, performances, and management speeches, featuring a striking XXL LED wall.
• Boiler Stage: An immersive, barrier-free stage setup that encouraged direct engagement between the DJ and the crowd.
• Festival Activation: Included a basketball tournament, the opening of the Badeschiff, and karaoke sessions in the club area.
• Immersive Experiences: Featured artistic performances like aerial acts, DIY workshops, arcade areas, and mirrored walking acts.
• Infrastructure & Catering: Managed logistics for 12 premium food stalls, ensuring smooth service and high-frequency operations.

The Result: The event turned out to be a large-scale success, making Zalando's brand values tangible through genuine experiences. The blend of athletic activities, creative workshops, and a lively club atmosphere crafted a festival vibe that felt unique to each attendee. This project showcased how a bold vision can be brought to life in a functional and expansive setting.