IUBI40: The 40+ Generation Reclaims the Dance Floor — and the Space
Bucharest, June 10, 2025 — In a nightlife culture that seems to have stopped somewhere around age 25, an entire generation was left without a dance floor. And not because they
stopped dancing. But because, as the manifesto positioning of the new brand IUBI40 puts it:
”At some point, this generation simply stopped pretending to enjoy things that no longer moved them in any.”
On June 14, at Apollo111, from 5 PM to 10 PM, the first IUBI40 party takes place — a social and sensorial experience dedicated to those over 40 who haven’t lost their appetite for life.
What’s different? For once, you choose.
You choose the track. You dedicate it. You listen to it. And yes, you dance to it. You might get a tarot reading — because sometimes, magic makes more sense than logic. And you’ll find a ZYX Publishing book stand — because some of us still like to read between two choruses.
Everything happens between 5 PM and 10 PM. Just in time for a well-lived evening — and a good night’s sleep.
IUBI40+ isn’t about "we’ve still got it."
It’s about ”we know exactly what we want.”
It’s about dancing outside the usual scripts. Choosing with intention.
No look-at-me. No hype. No playlists that say nothing.
And this isn’t just intuition — it’s biology.
Peter Attia, author of Outlive, says dance is one of the most effective ways to extend life — because it maintains balance, muscle mass, cardiovascular health, mental clarity, and cognitive function.
Stanford researcher Andrew Huberman explains it simply: when you listen to music, your brain activates the same circuits that tell your body to move. The right beat literally shifts
your brain chemistry.
It doesn’t matter if you know the song. What matters is that you want to feel it.
IUBI40 is the place where you get to do that — surrounded by people like you.
“For many of us, mornings have become the most meaningful part of the day. Practices like Surya Namaskar — a sun salutation, a sacred dance of breath and body — have taught us that
beginnings matter.
That’s how IUBI40 came to life: a day party, not a dry party. We wanted a space where we could dance consciously, fully, early. Feel everything — and still wake up clear-headed. With joy, not regret.”
— Alina Vîlcu, co-founder of IUBI40
“IUBI40 was born from our need to dance, to go out, and still remain present in the lives we’ve built — with all their responsibilities.
We’re not running from who we are now. On the contrary, we own it — with ourselves and each other — that joy, dance, and celebration are part of what keeps us well.
We want to close our eyes, feel the rhythm, and dance among people like us — in a space that feels easy.
Our parties take place during the day — so we can live the perfect combo: intense and mindful, with joy and a good night’s sleep.”
— Oana Martha, co-founder of IUBI40
“For a long time, many of us drifted — into work, into responsibilities, into life. IUBI40 is our way of reconnecting with each other where we always felt great together: on the beat.
It’s for the 40+ crowd that’s done trying not to look cringe on the dance floor — and knows exactly what a drop means in an Arabic remix, but also that the good life includes going to bed early.”
— Bogdan Tătaru, co-founder of IUBI40