Sour Patch Kids and DJ Alison Wonderland collab on a free candy rave this week
Just in time for one of New York's biggest music weekends, Sour Patch Kids is crashing the party with a fluorescent sugar high. On Thursday, the iconic sour-then-sweet candy brand is taking over 99 Scott Avenue in Brooklyn for a one-night-only blacklight bash—and they've tapped none other than EDM superstar Alison Wonderland to headline.
The rave-ready pop-up celebrates the launch of Sour Patch Kids Glow Ups, a new limited-edition strawberry-watermelon gummy laced with edible confetti that literally glows under blacklight. It's candy engineered for the dance floor—and the 'gram.
The warehouse party-meets-neon dreamscape will let guests sample the new candy, sip glowing cocktails (we assume) and dance under UV light to an electric set from the Australian DJ, whose high-energy mixes and cult following make her a perfect match for the brand's chaotic-good aesthetic.
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The sugar rush won't stop at the dance floor. The space will be filled with interactive experiences like a Blacklight Beauty Bar, a Snapchat AR Mirror and photo ops that'll keep your followers guessing which filter you used (spoiler: it's real). There will even be surprise giveaways, like festival tickets, merch and maybe even enough candy to fuel your next night out.
Entry is free with RSVP, but don't sleep on it—space is limited and it's first come, first served. Doors open at 9 pm and you must be 18 years old or older to attend.
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