There are several reasons why, over the past couple of years, online searches for daytime clubbing events have increased dramatically—by 800 percent. At the same time, the Night Time Industries Association’s latest report reveals a steady decline in nightclub attendance. This trend isn’t limited to the UK, which is the focus of the NTIA study. The same pattern is evident in Berlin, the global capital of nightlife, as well as in other major European cities, including Tbilisi.

Notably, this is happening despite there being fewer clubs than ever in both London and Berlin—roughly half as many as a decade ago, with closures driven by gentrification, rising costs, and licensing pressures. In theory, reduced competition should rather benefit the remaining venues—by drawing larger crowds to fewer spaces. Yet this isn’t the case. Despite the shrinking number of clubs, attendance continues to drop, pointing to a deeper issue, more fundamental than oversupply or competition.

Some in the industry are quick to blame the clubs themselves for this drop in attendance—pointing to the quality of specific experiences they offer, including music that allegedly no longer resonates with modern audiences. However, we believe the real issue lies in their very definition—the fact that clubs are primarily nighttime venues. It is their nightly schedule that is driving people away in ever-growing numbers. The traditional nightclub model is becoming increasingly obsolete or less appealing, especially as demographics and social habits continue to evolve.

Although many – wide-eyed newbloods with plenty of energy to burn and hormones making it all feel like destiny – may still find great allure in the dark romance of nightlife, seduced by its intoxicating cocktail of risk, intrigue, decadence, and liberation, for those in their 30s and beyond (with the rave generation hitting their 50s), the appeal is clearly wearing thin: late hours designed to blur judgment, dark rooms that disorient or endanger, and deafening music that drowns out conversation – and sanity. Crowds swell into anonymous masses, where sketchy behavior often slips unnoticed. Alcohol and drugs flow freely, not just for fun but to survive the sensory overload of pounding bass and flashing visuals. Interactions are fleeting, superficial – often little more than transactional. Entry is an ego-driven gatekeeping ritual: dress codes are strict, face control is ruthless, and fitting in often matters more than showing up as yourself. Spaces are male dominated, prices are steep – and the whole experience feels less about connection, more about endurance…

As lifestyles evolve, so do expectations: this afterglow generation – nightlife veterans turned daytime pioneers – seeks more diverse, meaningful ways to connect and celebrate. They are increasingly drawn to experiences that align with their inner rhythms, core values, and main responsibilities, without losing the pulse of excitement, the thrill of shared energy and joy.

It’s not just about aging out of the club scene. The pandemic also served as a powerful disruptor, putting a sudden stop to nightlife as we knew it and exposing just how unsustainable many of its habits had become – late hours, overcrowded spaces, substance-driven excess… For many, that pause sparked a reevaluation: What does joy look like without the burnout?

In the wake of that shift, daytime parties have emerged as an intuitive response. Sunlight replaces strobes. Natural textures fill in for pixelated visuals. Fresh air – for the stale breath of sweat-drenched basements. The chaos and intensity of the nightclub dissolve into something gentler and more expansive – yet no less electric. The energy builds without spiraling into frenzy. Music still pulses, but it uplifts rather than overwhelms. These aren’t places to vanish into the dark or fade into the sea of strangers – they’re for showing up fully, for being present and joyfully intact. There’s room to breathe, to stretch out, to actually see the people around you – and speak to them. With smaller, more intentional crowds, conversations stretch longer. So do the connections they kindle. Safety and comfort are felt, not just promised. These parties fold into the fabric of your week, not in defiance of it. They welcome parents, professionals, early risers – anyone seeking celebration without the aftermath.

Though still quite rare in urban settings, daytime parties aren’t a new phenomenon. Long before post-pandemic shifts pushed us toward sunlit dancefloors and wellness-conscious raving, there was Ibiza in the 1980s and ’90s, where daytime celebration wasn’t just an alternative – it was the main event.

Back then, clubs like Amnesia and Space became iconic precisely because of their connection to natural light and open air. At Amnesia, ravers would dance under the stars and watch the sky brighten at dawn, the music morphing with the sun. Space’s legendary terrace took this even further – planes roared overhead while the beat pulsed in daylight, redefining what clubbing could feel like.

These weren’t dark escapist dens. They were spaces of collective release in communion with the day – where music, bodies, and light intertwined to create something utterly euphoric.

Even venues like Café del Mar, with its ritualistic sunset soundtracks, and Ku (later Privilege), known for extravagant, theatrical daytime parties, understood the unique power of temporal contrast: that dancing doesn’t have to begin in darkness or end with hangovers. Today’s urban daytime party trend isn’t merely a wellness fad or a pandemic aftershock – it marks the return of a deeper instinct: to come together not to disappear, but to feel grounded, fully awake, deeply in the moment, and buzzing with energy. What started in Ibiza as a sundrenched experiment is turning into a new kind of urban ritual – one that favors presence over escape, atmosphere over spectacle, and energy that doesn’t burn out by 4 a.m., but flows naturally with the day.

It’s in this spirit that Noble Savage unveils a new summer series of curated daytime gatherings: SUNDAYS UNDER. Held in the club’s Hidden Eden – its open-air tropical garden tucked just below street level – these sessions bring a fresh rhythm to the weekend. Bathed in sunlight and wrapped in foliage, yet still rooted in the urban underground, this space has always offered a rare kind of ambience. Now, it becomes the stage for a new ritual: a weekly celebration of music, connection, uplift, and lucidity – cubbing reimagined in the light of day, right in the heart of Tbilisi.

A central yet hidden location of Noble Savage holds a unique and magnetic allure for Sunday daytime parties like SUNDAYS UNDER for several reasons – practical, emotional, and symbolic:

1. It’s an urban escape without the hassle: Being in the center of the city makes it easy to access – no need to trek to the outskirts or plan a getaway. Yet because it’s tucked away from street view, it feels like you’ve stumbled upon a secret oasis in the middle of everyday life. It offers the convenience of the city with the ambiance of a retreat.

2. It transforms the familiar into the unexpected: There’s a magic to stepping underground at midday and finding yourself in a sunlit garden filled with music and movement. The contrast between the mundane bustle above and the intentional energy below heightens the sense of discovery and ritual.

3. Hidden means contained, therefore safe: Being removed from the public eye fosters a sense of intimacy, comfort, and permission to be present. It creates a bubble where time slows, allowing people to connect more deeply, dance more freely, and unwind more fully – without the overstimulation of mainstream venues.

4. Sunday is sacred – the location reflects that: Sundays hold a different emotional frequency: softer, slower, more reflective. A hidden garden in the city’s core becomes a kind of sanctuary, a place to close the week gently or open the next one with intention. It’s not an escape. It’s return – to yourself, to joy, to true connection.

Beneath the bustling square of downtown Tbilisi, an unmarked stairway leads to another world – one of the most unexpected venues in the city. The Hidden Eden is the lush underground garden of Noble Savage: a striking fusion of brutalist architecture and untamed greenery. Palm trees sway under a yawning celestial void, thick vines cascade from the upper rim, cloaking the perimeter in a rich leafy veil, while basslines roll through the foliage, creating an atmosphere both serene and electrifying.

This surreal, sun-drenched subterranean enclave of verdant reclamation – once part of a Soviet-era department store – is set to host SUNDAYS UNDER, a new series of open-air daytime gatherings rooted in vinyl culture, dance music with soul, and botanical beauty. A circular mosaic floor of cerulean blue unfurls like a cosmic compass beneath one’s feet – a symbolic guide for the journey ahead. One of the earliest works of Zurab Tsereteli, it survives here not as relic but as spirit.

Daylight streams through the aperture above like divine benediction, casting shifting patterns over the courtyard and bringing the space to life. As the sun arcs overhead, shadows dance across the mosaic floor, the greenery shimmers, and the entire venue breathes in slow rhythm with the day. Here, music is more than sound – it becomes atmosphere, emotion, movement. Beats and melodies drift, settle, and rise again, woven into the breeze. People congregate here – to listen, to feel, to move, to connect. The space creates a mood unlike any other – meditative yet kinetic, intimate yet expansive. Here, Sundays aren’t just for leisure. They’re for elevation: a ritual of rhythm, clarity, and shared resonance.

While the series embraces the full spectrum of artistic expression – from poetry and visual art to performance – it’s music that beats at its core.

The sound of SUNDAYS UNDER is nuanced, full-bodied, and gently propulsive – a blend of deep house, sun-baked Balearic beats, and new disco with eclectic touches – just as satisfying to melt into on the sidelines as it is to move to on the dance floor, and spacious enough to leave room for conversation without drowning it out. It’s dance music that breathes – unhurried, melodic, human, and irresistibly groovy, made for long afternoons that stretch into golden evenings, with a soft landing into the night, fading out naturally by 11.

Breaking from the robotic techno that underpins the nightlife of Tbilisi, this is a brighter, more expansive sound – where congas might meet cosmic pads, and a bassline smiles instead of scowling. With monthly guests like Jaime Fiorito – carrying the legacy of his father, Ibiza legend DJ Alfredo – the music draws from the island’s free-spirited roots, reimagined for a new era of conscious celebration.

Leftfield flourishes and slow-building energy create a space that feels both grounded and elevated – perfect for the club’s lush garden setting and the new wave of dancers seeking joy, not chaos. This is music for presence, not escape. It’s not about peak-time hysteria – it’s about sustained vibe, shared intention, and sound that lingers long after the last track fades.

In this segment of SUNDAYS UNDER, it’s more of a hangout than a party – a kind of prelude to what follows. Vinyl Flora draws in both devoted vinyl enthusiasts and casual listeners – anyone looking to unwind on a Sunday afternoon in an atmosphere that’s relaxed but never dull. Some arrive still recovering from Saturday night, others simply seeking a different kind of daytime experience – preferably just around the corner.

Benefits of the program are many for the guest VF, the key ones are the opportunity to showcase their brand beyond the confines of their shop in a favorably unusual setting – spacious, acoustically rich, comfortable, naturally pleasant, and socially stimulating; tap into the power of cross-promotional effort; connect with a broader customer base all at once, in the context of good time; and sell records/merch directly on the spot.

By 8:30, the shift is complete, and the space fully embraces dance culture. From there, the energy builds naturally toward the peak – the high point of the night’s club experience. Around 10:30, the energy crests at 120bpm, then begins to ease, guiding the room slowly toward closure. By 11, the arc is complete – a full circle, felt rather than forced.

Most DJs are local, with the occasional international heavyweight swinging by – either en route from Batumi or sticking around for another day in Tbilisi after their Saturday set at Noble Savage or elsewhere.

Thoughtfully curated, musically rich, and rooted in a sense of ease over excess, SUNDAYS UNDER naturally draws a distinctive and diverse crowd. Expect a multigenerational crowd united by taste rather than age. These are who seek joy without mayhem, rhythm without rush, community without crowding – and they’ll find it. At Noble Savage – where else?

1. Conscious Clubbers: People who still love dancing and music but have grown weary of chaotic nightlife. They’re looking for depth, quality, and balance – not just a party, but an experience. Many are 30+, but still have rhythm in their bones and curiosity in their ears.

2. Creatives: Designers, musicians, writers, and digital nomads – people with flexible schedules who value meaningful social spaces. They often seek cultural experiences that nourish rather than deplete.

3. Ex-Nightowls: People who used to go out every weekend and still love the music, but now prefer a good espresso martini at 4pm over a vodka shot at 4am. They crave connection, groove, and sun on their skin – not hangovers.

4. Young Parents/Early Risers: Adults with kids or morning routines who can’t do 2am but still crave a scene, a sound, a moment. This format respects their time and lifestyle, offering a window of joy without derailing Monday.

Noble Savage is open to collaborations with all those who share our vision for quality, vibe, and authenticity. Whoever has products or services that complement the SUNDAYS UNDER experience, we’d love to hear about them. That said, we keep things curated and intentional – only partners/sponsors who truly fit the spirit of the series will be a part of the project.

If you’ve ever had the pleasure of navigating the underpass at First Republic Square—between Radisson Blu Iveria and, well, wherever you were actually trying to go—you might recall the floor-to-ceiling explosion of graffiti in the tunnel. Weird, loud, occasionally brilliant, and unapologetically chaotic, it ushers you, dazzled or mildly confused, toward the farthest corner. That’s where, if you’re paying close attention (unlikely, thanks to the riot of color and questionable self-expression competing for your sanity), you might stumble across the entrance to Noble Savage.

I bet you would miss it. Because the entrance is camouflaged so thoroughly by street art that even we sometimes have trouble finding it. But that’s exactly the point. Raised in the Berlin club scene, we’ve learned to appreciate a bit of obscurity. The harder it is to find, the more exclusive it feels. That’s how you know it’s worth it. As Oscar Wilde never quite said: Obscurity is the sincerest form of allure. The dullest things shine when buried under enough chaos and metaphor. Still, we do like our mystery with a bit of style. So while the exterior remains wrapped in glorious post-apocalyptic collage, we thought it was time the inside ambition started to show on the outside, too.

Noble Savage bills itself as an international Arts & Social Club—though, let’s be honest, it’s been leaning a lot more “social” than “arts” so far. Time to rebalance the scales.

We’re starting with the entrance. That elusive portal will soon serve as a curated showcase for local street artists—not just the usual 3am scribbles by someone arguing with a wall and holding a warm beer, but selected works, presented with (gasp) actual curatorial intention. Promotion will extend beyond our backyard, and who knows—maybe even a fancy auction down the line. Yes, artists might actually make money. Stranger things have happened (allegedly).

Noble Causes is a series of special events at Noble Savage dedicated to raising awareness about issues we believe to be of broad societal importance. The goal is to foster the exchange of ideas that we consider meaningful and relevant. Many of these ideas naturally find their most powerful expression through art—particularly in the work of artists who engage deeply with the world around them. In this way, the series reflects the broader identity of Noble Savage: not just as a nightlife venue, but as a sociocultural space set apart from the conventional entertainment industry.

On Wednesday, October 2nd, we welcomed a group of international artists whose collective talents converge in a powerful audiovisual project focused on one of the most urgent issues of our time: the climate crisis. Gletschermusik is a long-running initiative that has travelled through the Greater Caucasus, capturing the sounds and visuals of melting glaciers. These recordings are then transformed into an immersive performance—equal parts beautiful and disturbing. The retreat of ice caused by climate change is not just a striking image; it represents a serious threat to both ecosystems and local economies.

Given the depth and urgency of this project, we were especially pleased to see Robert Lippok among its contributors. A pioneering figure in Berlin’s experimental music scene since the early 1980s, Lippok brings a singular artistic vision that has long been associated with innovation and emotional precision. His work is closely tied to the influential Raster-Noton label—home to luminaries such as Alva Noto, Atom™, Byetone, Ryoji Ikeda, William Basinski, Wolfgang Voigt, and Ryuichi Sakamoto. It’s not a stretch to imagine that Lippok’s involvement has been a driving force behind Gletschermusik’s creative evolution.

Health of Nations: Measured in beats per weekend—definitely our kind of science and therapy. According to NME, over 3.7 million Brits aged 45 and up rave at least once a week. Even more surprisingly, 24% of those surveyed say they rave more now than when they were younger. Meanwhile, despite more than half of London’s clubs closing between 2005 and 2015, illegal raves have doubled in just one year—proving that the party doesn’t stop when the doors shut.

Photo: Komet Bernhard, aka Techno Grandpa, a true legend of Berlin nightlife.

Exclusive alert: Limited-edition Noble Savage T-shirts, hand-printed and dropping soon.