Music - London, England, United Kingdom
We believe going out is good for you.The dancefloor isn't just a floor where people dance. It's a place to meet people, a place to laugh, a place to lose your shit, a place to feel sad, a place to cry. A dancefloor is a cathedral, and it's a gym, it's a home a home to millions around the world every day and every night.It's our mission to completely understand how the dancefloor is an epitome of life. We believe understanding the dancefloor is to understand natural human behaviour.The concept of ‘Stretching The Dancefloor' relates to allowing music communities to enjoy the benefits of the dancefloor before they're there, while they're there and after they're there. The experience may often reach a crescendo on the dancefloor, but the journey starts a long time before the DJ goes on, and the vibes go on long after they've left. Scores of music fans are engaged initially by announcements; they text their friends, share line-ups, find out who's buying a ticket. The conversations about music don't just rage on a cab on the way home; they last forever. Fans remember great DJ sets as much as Cup Finals, probably more. And everyone's welcome - it's genderless, open-minded and fearless.
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