What is a "Bakery rave" and why is it becoming so popular in France

A croissant in one hand, a matcha latte in the other, and dancing to EDM? This is the new trend of "bakery raves" that is redefining the party scene. The concept is simple: DJs take over bakeries and play afternoon sets in front of a sober crowd fueled by pastries and orange juice. Clips from these sets are going viral on social media, racking up hundreds of thousands of views. It seems the trendiest parties are no longer in traditional nightclubs but in cafés, ice cream shops, bakeries, or even museums. The more unusual the place, the more it attracts this new generation of partygoers seeking alternatives. But how can this overwhelming success be explained? Both Gen Z and Millennials are tired of the traditional nightclub routine: paying outrageous cover charges, standing in line in the cold, trying to breathe in packed crowds, and waking up with a hangover bad enough to make them swear off going out again. More and more young people now favor carefully curated, offbeat experiences that don't necessarily involve getting drunk to have fun. As several studies have shown, young people are drinking less and less alcohol, concerned about their physical and mental health, naturally shifting the way people party.

From Paris to Mumbai, organizers have caught on to this new trend and are multiplying unusual parties in the most unexpected places. Last year, macLyon (Lyon’s contemporary art museum) hosted the Open Museum Festival, turning museum exhibit halls into dance floors where DJ sets played into the early morning. Brands are also riding the wave. For example, Oatly, the oat milk brand, organized daytime raves in several Brussels bakeries last year. An Oatly coffee was offered to anyone buying a pastry. A simple concept that made a big splash. Daytime raves benefit not only café or museum owners but also emerging artists. Indeed, for many aspiring DJs, getting a spot in classic night venues is tough. In this context, small spaces like local bakeries are more accessible and allow young artists to get a shot. But it’s worth noting that bakery raves also attract big names in the scene, such as Bob Sinclar, who played in a Parisian bakery just a few weeks ago.

All of this is also part of the nightlife crisis. Since the 1980s, France has lost 70% of its nightclubs, including 30% just since COVID, according to Radio France. Inflation, feelings of insecurity, the effects of lockdowns... the reasons behind this decline are many. The truth is, the era of big clubs and their consumption model (VIP tables, bottle service, etc.) is over. But that doesn’t mean people don’t want to dance or meet new people anymore. That’s why cafés are becoming increasingly popular as party venues—they’re affordable, social, and local. Everything the new generation is looking for. Add to that Charli XCX’s Brat summer, which mainstreamed rave culture through her collaboration with H&M, as explained by coldestjoel in a TikTok. Clearly, after disrupting the workplace, Gen Z is continuing to challenge the status quo in favor of both mental and physical well-being, forcing society to redefine what partying means. Their search for meaning, social connection, and original experiences is pushing the boundaries of traditional nightlife, reinventing it every day.