Once a month, thousands of office workers in 16 cities around the world meet at dawn for a "drug-free" rave.
The beverage of choice - the only option available - are smoothies at the smoothie bar.
Nurses, lawyers, parents with their kids are in attendance.
Partygoer Martin Edwards said it is a strange kind of atmosphere.
"I just feel very wired and on it, and ready to take on the day. I just wish it was just more often than once a month," he told CNN.
At the end of the rave, the nurses and lawyers who attend change out of their party costumes, put on their business suits and then head off to work.
Co-founder of the Morning Gloryville movement, Sam Moyo, said workplaces are expressing interest in bringing the experience directly to the workplace.
"[There's] productivity, team building, mainly that happiness factor because companies are starting to realize actually above everything else happiness is the number one thing your team needs in order to be productive," she told CNN.
Berlin, Montreal have become the latest cities to host the raves, with Australian cities such as Melbourne and Sydney also organising similar events.
