There are more and more stores and restaurants inviting DJs and organizing parties on their premises. The trend is spreading across Europe.
Across Europe, supermarkets, bakeries, corner stores and unexpected places are being transformed into dance floors as Gen Z embraces a new wave of “sober raves” and unconventional.
This “marketplace rave culture,” amplified by viral TikTok videos, is redefining holiday culture by transforming everyday spaces like grocery stores and restaurants into vibrant social gathering spots.
Clips shared on TikTok show these surprising encounters in cities like Amsterdam, Berlin or Paris. In a video, electronic music duo Mr. Belt and Wezol perform their remix of Whitney Houston’s “It’s Not Right But It’s Okay” amid boxes of avocados and oranges at a fruit and vegetable store in Amsterdam.
The partygoers they danced with leeks in their handscapturing the Internet’s attention. One commenter declared: “A good rave in a veg shop is exactly what’s been missing from my life.”
@soundofhousemusic Scenes at Amsterdam Dance Event went Mr Belt & Wezol turn up in a fruit and veg store 🤯 #housemusic #techhouse #amsterdam #amsterdamdanceevent #techno #fyp #foryoupage ♬ original sound – Sound of House Music
Other European cities have joined the trend. A Parisian TikTok user posted a video of a supermarket rave near Galeries Lafayette, with commentators expressing their astonishment at the event. Similarly, in Istanbul, British DJ Louis Bekk hosted a rave in a cafe, mixing dance beats with the sizzle of French fries.
From Vienna to Antwerp, and even in smaller cities across the UK, these pop-up raves are gaining momentum. Viral clips show partygoers enjoying dance music at matcha shops, bakeries, furniture stores and even in grocery store parking lots, says .
@lwnmusic Rave in a bakers 🥧 #leith #ylt #leithwalk #scotland #edinburgh #dj #producers #vinyl #vinylcheck #fyp @FLY #pies #pie #bakers #djs #rave #raves #viral ♬ original sound – LWN
Brands are also taking advantage of this trend. In 2023, MOJU drinks organized a morning rave in a Morrisons supermarket in Stratford, London, swapping traditional drinks for wellness shots. Grocery Trader reported on this event as part of MOJU’s UK launch strategy.
Local businesses have joined these events, often surprised by their success. In Bristol, Off-Licence Sessions hosted a rave in a corner shop attended by Love Island presenter Maya Jama. Owner Bilal Khan said: “They said it would be ten people but it was a lot more. It was fun. I didn’t dance, but the music was good”.
These supermarket raves illustrate how musicians and event organizers are exploring non-traditional venues to create unique experiences for a generation eager to redefine nightlife.
