How do you market to a generation that does not want to be reached?

And our partners built their own world: 🔸 adidas turned the courtyard into a cozy neighbourhood — football matches, T-shirt customisation, face painting and a bodega for snacks. 🔸 New Balance built the ultimate games zone — claw machine, reflex games and mini golf all in one. 🔸 Nike x the LEGO Group® let kids build a giant mosaic wall, design their own player cards and customise their tote bags 🔸 Tommy Hilfiger brought the ocean to Paris — with boat races and custom charms for the kids to keep. 🔸 Converse invited kids to personalise their style with pins and sneaker customisation. 🔸 Gap turned its space into a vibrant nightclub with a live DJ and dance workshops. 🔸 Nike Jordan celebrated street culture through basketball challenges and barbershop-inspired hair styling. 🔸 HUGO BOSS Kidswear created a TV studio where kids became the presenter, producer and camera operator. They run the show. 🔸 Nike ACG turned their space into a Base Camp — trails, adventure challenges and a campsite photo spot included. 🔸 Rituals France (B Corp™) x Super Chill created a calming retreat with guided relaxation sessions for kids, teens and parents. At the centre of it all – the Zalando Hotel. A place for families to recharge, strike a pose in the disco elevator photo-booth, get crafty in the workshops and pick up a souvenir at City Hall.

Instead of a standard trade show, the venue became a fully immersive mini-city scaled to 75% of real size — giving teens a space designed entirely for them. Every brand was a "city spot": a neighbourhood business, not a booth. Attendees received a city guide, ID pass, fidelity card, and a Z-coin to spend on the day.

This is what it looks like when Zalando transitions the Kids category from a transactional shop into a curated, teen-focused lifestyle destination. Physical proof-of-concept that the next generation of fashion customers is here — and they want experiences, not ads.