Denim Workshops for Zalando - Immersive Brand Experience in Berlin
- Sep 20, 2025
- 3 min read
Updated: 7 hours ago
On September 13th, Zalando transformed the former C&A department store CANK in the heart of Neukölln into "Mall of Denim" — an immersive brand experience dedicated entirely to denim culture.
For one full day, 11 Zalando brands — including Levi’s, Pepe Jeans, Wrangler, GAP, Abercrombie and more — took over the space, welcoming over 2,000 guests into a world of early-2000s aesthetics, fashion shows, interactive activations and creative workshops.
It felt like a mall — but instead of shopping, you were creating.
In collaboration with Avantgarde and Hypemaker, I was brought in to design and execute two large-scale denim customisation workshops happening simultaneously: one for Lee Jeans, and one for ONLY.
Creative Direction - My Role
What I did was translate the agencie's vision into fully functional, high-capacity workshop experiences — designed for flow, aesthetics, durability and sustainability.
It was a full-day public event with x4 2-hour open table sessions. Each activation was planned for 1,000 participants across the day, with around 20 guests creating at the same time.
This required:
Developing the workshop concept and mapping the user journey.
Selecting and sourcing the adequate tools and materials in precise quantities
Designing and producing samples and display pieces.
Designing tables with branded organisers with labels for tools and materials.
Coordinating transport, preparation and packing logistics.
Supervising x4 designers on site.
Planning waste reduction and post-event redistribution.
Large-scale experiential marketing workshops don’t run on creativity alone. They run on planning, anticipation and choosing activities that can hold both volume, quality, being fun and educative at the same time.
LEE JEANS – Keychains from Denim Scraps
For Lee, we designed an open, free-flow table inspired by the brand’s vintage heritage. Guests created their own keychains using:
Premium denim scraps sourced from Lee’s back office
Original Lee rivets, buttons and branded labels
Antique brass eyelets, carabiners and key rings matching the booth’s aesthetic
Hand presses, hole punchers, pliers and cutting patterns to assemble their pieces
To spark inspiration, I made keychain samples showcasing different design possibilities.
An additional layer: a photo booth moment, where guests could add an acrylic photo insert to their keychain — making it personal, memorable and social-media ready.
The table was continuously full.
ONLY - Embroidery and Y2K Patch Customisation
For ONLY, guests selected a denim jacket, bucket hat or tote bag provided by the brand and customised it on site. The workshop included:
Guided embroidery with letters, zodiac signs and floral motifs
A curated selection of Y2K-inspired patches
Two heat presses for immediate application
Participants left wearing something they had just personalised themselves. The booth stayed busy throughout the day, with a steady line forming at several moments.
Behind the Scenes
When the event ended, the work continued. Every material was sorted, saved, donated or packed for reuse. Even when sustainability isn’t the primary focus of a brand activation, I design workshop systems to operate as close to zero waste as possible — And it works.
Mall of Denim was the biggest-scale event I had produced so far: two simultaneous denim workshops, four consecutive slots, 1000 guests moving through the space non-stop. Once it was done, a new level of workshop production was unblocked.
Shortly after came a four-day activation with New Balance - And the momentum continues as I plan a 4 station 2 day event.
What drives me is simple: empowering people with skills and inspiration to make and upcycle their clothes — and proving that interactive brand activations can be impactful, structured and responsible at the same time.
If you’re planning an immersive brand activation or any big or small scale workshop experience — get in touch with me at create@josefina-studioberlin.com, let’s design it together.
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