Cuddles: Less Coolness, More Connection
- Amanda Sandström Beijer
- Oct 30
- 6 min read
Updated: 6 days ago
Berlin’s nightlife didn’t need another faceless warehouse marathon. It needed somewhere people could go and turn on their feelings to max without feeling cringe. Cuddles decided to skip the performance of Berlin's emotional minimalism and go straight for the real thing — a queer party that smells like sweat, tequila, and bad decisions, where chaos is less of a breakdown and more freedom full of affection.
Started by Eric and Greg, two lovers who met somewhere between the darkroom and the design studio, Cuddles isn’t interested in exclusivity, hierarchy, or how often you get to skip the line. It’s about connection — the kind that’s sticky, playful, sometimes awkward, but always sincere.
We spoke with the duo about kink as community-building, Berlin’s exhausting coolness complex, and why the best parties are the ones where the electricity might blow.
What’s the story behind Cuddles?
The name of our event and collective should reflect the spirit of the space we want to create.
To cuddle means “to put your arms around someone and hold them in a loving way, or (of two people) to hold each other close to show love or comfort.
We’ve both lived in Berlin for a long time and have experienced all kinds of parties in the city. Over time, we realized that many of them are shaped by exclusivity and a sense of “coolness.” We wanted to do something different — to build a party rooted in genuine community values, while still delivering incredible music and lineups.
“We wanted to create a space for real people, real emotions, and real connections.”
What different ideas or personalities did you bring into the mix when forming Cuddles? (Eric & Greg)
Haha! We both have very strong personalities, and since we’re a couple, our creative process is a constant (but loving) battle.
Greg is pure walking chaos — both in life and behind the decks — a stubborn Scorpio with a natural creative instinct.
Eric brings structure and precision, shaped by his work as a designer and his background in fashion and creative direction.
“Greg is pure walking chaos. Eric brings structure and precision.”
What knee-jerk frustration or gap did you see in the scene that Cuddles had to fill — what was missing?
Honestly, the exclusivity and “too-cool” attitude were our biggest turn-offs. We wanted to create a space for real people, real emotions, and real connections, soundtracked by great artists.
What was the first Cuddles event like, and what has changed since?
The first Cuddles happened in a DIY warehouse in February 2024. It was truly pure chaos. The crowd was wild, the energy unhinged, and at one point the electricity blew out because of the heat and sweat.
Today, things are still unhinged — but yes, the electricity works!
“The first Cuddles was pure chaos. The electricity blew out because of the heat and sweat.”
How did your lives shape what Cuddles became? Which personal fantasies or desires are built into the DNA of the party?
Cuddles basically grew out of our own kinks and desires. The dogs on our posters? That started because we used to play owner and pup and wander through Berlin clubs on a leash.
Eric’s ideal party lives somewhere between a 90s warehouse Hacienda rave and an ecstatic dance floor — connection, sweat, and music.Puppy is a self-proclaimed darkroom designer and architect, so the sex-positive culture has always been part of our DNA.
It’s a party built from our real lives: sexy, a bit ridiculous, and totally sincere.
“The dogs on our posters? That started because we used to play owner and pup.”
Genre-fluid: how do you define that in musical terms and in emotional terms?
Cuddles is and will always be an expression of queerness. That naturally spills into the music. We focus on queer voices rather than genres. So you’ll hear house, techno, bass, reggaeton, UKG, and far, far more — all next to each other.
We care less about genres and more about the people behind the music and the emotions they bring.
What’s the campiest moment that ever happened at Cuddles?
Definitely when Margo XS jumped on stage with Kim Petras. The whole room lost it — honestly, if Kim Petras isn’t camp, then what is?
Steamy dance floors after sunrise — what’s your favorite moment of sweaty abandon you witnessed that you still think about?
Our favorite memories are always the closings: naked bodies, sweat, and the sense of togetherness. It’s the kind of queer energy that keeps us going.
Flirting feels like an obvious part of Cuddles. What’s encouraged? What’s gently taboo?
Flirting and connection are at the heart of Cuddles. Consent is everything, though. We’re a hedonistic space, but one built on care. We talk openly about consent and make sure everyone knows how to have fun together safely and respectfully.
“We’re a hedonistic space — but one built on care.”
What does “queer chaos” mean to you (beyond the slogan)?
Queer chaos is standing against the norm. It’s embracing weirdness, imperfections, and everything society calls “too much.” It’s about rejecting binaries, celebrating what doesn’t fit, and creating a space outside the mainstream where people can show up however they want.
“Queer chaos is standing against the norm — embracing weirdness, imperfections, and everything society calls ‘too much.’”
How do you protect Cuddles from becoming “just another party” and keep it rooted in genuine queer community?
Cuddles is deeply rooted in our own lives as queer people. The genuine struggle of the community is also our struggle, and we think that because of that, we attract the right crowd.
How welcome do people feel who are new, shy, non-binary, trans, femme, or outside the typical “club kid” archetype?
Our crowd is very diverse; we don’t put ourselves in any boxes. We welcome dykes, dolls, gays, femmes, mascs, and everyone in between. Somehow, it all just clicks.
Has there ever been tension between proving edgy/hardcore queer cred vs wanting safety, care, and consent in the space? How do you lean into both?
Berlin often celebrates that “hardcore” vibe, but too often it comes without values — people show up expecting the space to exist just for them. At Cuddles, it’s our responsibility to balance that edge with care, consent, and community. It’s a constant effort, but creating a space that’s both wild and safe is exactly what makes it meaningful.
How do you pick your DJs / performers? What do you look for: raw energy, genre surprise, theatricality, personality?
We always book with one rule: Would we be excited to go to this party?
'We both DJ, so we know what excites us. We look for people who bring something fresh, emotional, and surprising. We love mixing newcomers with legends and creating contrasts.
Are there tracks, artists, or sounds you think are “secret weapons” on the Cuddles dancefloor — ones that always create confetti in the guests’ minds, even if people wouldn’t expect them?
Some answers from our residents:
Aaron Blau: Cedric Gervais Featuring Christy Prais – “Let’s Keep It Real”
puppy: Mary Mary – “Shackles (Victor Calderone Mix)”
Jessica Nightlife: DJ F.E.X – “Amor”
DJ AYA: REBRN – “For Your Head”
Where do you see Cuddles in 2 or 5 years? Touring other cities? Producing music? Doing immersive shows or anything else?
We’re already planning to take Cuddles to other countries — stay tuned.A record label has always been in the back of our minds, so that’s definitely something that will happen at some point.
Next year we also have some special events and collaborations planned — TBA.
What role does digital / social media play in building the Cuddles aesthetic — the hype, the visuals, the community online? Does it ever feel like a tension (set expectations vs mystery)?
Our visuals are deeply personal and an artistic expression of what we feel is relevant at the time.We both work on the visuals for social media ourselves — very hands-on with real paper collages and tactile elements. It’s a creative outlet that expresses our philosophy of queerness.
If Cuddles were a scent, what smells would it trail?
Wet fur, tequila, and bad decisions.
“If Cuddles were a scent: wet fur, tequila, and bad decisions.”
What do you most hope will happen in the next edition of Cuddles?
We’re definitely looking forward to our first 24-hour birthday event next year. It’s the first time we’re planning such a long event, and we can’t wait.
