Zalando Opens ARENA by Zalando: A New Streetwear Destination in Stockholm

Written by Fashion Tales

Zalando reveals a lineup of exclusive collaborations during the ARENA by Zalando pop-up, showcasing three prominent music artists: Grammy Award-winning sensation Bavé, actress and hip-hop star Jelassi, and vibrant club personality Nápoles. The pop-up serves as a dynamic cultural space, hosting curated streetwear assortment, exclusive product launches, workshops, exhibitions, and live performances in order to foster creativity and celebrate local street culture. ARENA by Zalando is Zalando’s first physical pop-up in Stockholm, temporarily located at St Paulsgatan 22A and is open Thursday - Saturday from May 3rd to June 29th.

Zalando, the leading e-commerce destination for fashion and lifestyle proudly unveils ARENA by Zalando, its inaugural physical streetwear pop-up in Stockholm. ARENA by Zalando promises an unparalleled experience, blending Zalando’s streetwear fashion highlights with vibrant cultural engagement.

To inaugurate this venture, Zalando is thrilled to announce a series of exclusive partnerships at the pop-up, featuring three notable music artists: Grammy Award-winning marvel Bavé, actress and hip-hop luminary Jelassi, and Grammy-nominee and club personality Nápoles. Each artist will curate the ambiance and offerings for a three-week period, infusing their distinct style and creativity into every aspect of the space.

Streetwear has always been a reflection of my surroundings. I am excited about the pop-up as it will be a great opportunity to demonstrate this reflection of my environment that I grew up in, both musically and aesthetically,” says Bavé.

For me, streetwear goes hand in hand with personal expression. I look forward to inaugurating the pop-up and want the space to be a place where you feel welcome and inspired,” says Nápoles.

I’m really looking forward to meeting people in the pop-up, it’s not every day you open a shop. Clothes are a way for me to describe what mood I’m in - if it’s a good day you can tell, same with bad. We should feel free in what we wear closest to our bodies. I hope we can inspire and bring new energy to the Stockholm streetwear scene,” says Jelassi.

ARENA by Zalando promises an immersive journey into the world of local street culture, featuring curated streetwear assortments, exclusive product launches, exhibitions by artists like Axel Wahl and Nikki Sherridan, interactive workshops led by Port Au Mansa and Wawa Print Shop topped with infectious beats by DJs like Mixing Dots, DJ Fredrika Ribbing, and Bianca b2b Heavenly Motha.

We are thrilled to expand our presence physically for the first time in Stockholm and become part of this vibrant community. As a testament to Zalando's dedication to the local street scene, we are excited to collaborate with the talented Swedish creators, who each add an authentic touch to the pop-up offerings and events. Customers can expect a dynamic atmosphere where fashion, music, and art converge to create an interactive experience in order to facilitate creativity and celebrate the local Swedish street culture,” says Fabio Baum, General Manager Nordics & Benelux at Zalando.

Coffee enthusiasts can also indulge in a cup of premium coffee from Lykke Kaffegårdar, adding an extra touch of pampering to the experience.

ARENA by Zalando is brought to life in collaboration with the Swedish creative agency, Studio Bon. The pop-up is temporarily located in the heart of Stockholm at St. Paulsgatan 22A and is open Thursday - Saturday from May 3rd to June 29th. For a detailed schedule of events and collaborations, visit and join Zalando to celebrate local street culture and the intersection of fashion, music, art.

image courtesy of Zalando