Leading clubbing experience brand Elrow has chosen the vibrant and cosmopolitan Barcelona, Spain, to base its brand new global headquarters. This award-winning entertainment company, renowned for creating immersive experiences, will close a year that has seen them run over 125 shows in 20 different countries across the globe. With this milestone, Elrow is now at the forefront of global entertainment.
For many years, Elrow has been a name that is synonymous with world-class nightclubbing and alternative entertainment. Having successfully created events for the likes of Glastonbury, Parklife and Ibiza Rocks in 2017 alone, the new headquarters has been custom designed to reflect a variety of different themes and “Elrow identities” that we’ve seen in recent years.
Elrow House will be a shared workspace for employees of the Superstruct-owned company and of course, its ubiquitous feathered mascot, Rowgelia, who even has his own chicken coop! Designed by architect and designer Marino Casas Rodriguez, who is a long-term friend of CEO Juan Arnau Snr and the Elrow family, each room has its own themes, including Bollywood Boudoir, El Bronx, Wild West Saloon, Mafia Secret Room, and Enchanted Forest.
Marino Casa Rodriguez has previously worked on notable Elrow projects such as their flagship Row 14 Club, also situated in Barcelona, which is more commonly known now as just “Elrow” and the Sala Privee in Fraga. CEO Juan Arnau Snr was the visionary behind the landmark project, working closely with Marino and his team to bring his eclectic and creative vision to life. Marino is well known in the entertainment and nightclub industry for his lauded design work on Privilege Ibiza’s Vista Club, the Apollo Hotel in Amsterdam and the PUERTA 8 cocktail bar in Melilla.
Situated in lush gardens with a vast, open terrace space, Elrow House spans two levels. In addition to the themed rooms, which guests at the official launch party held on November 17 were able to explore and enjoy, the house provides the growing support team with several well-equipped open-plan workspaces intended to provide them with the creative freedom needed to develop the brand in 2018 and beyond.
In true Elrow style, the lavish launch party was streamed live in partnership with DJ Mag. Over 450 key entertainment and nightclubbing industry influencers and Europe’s media were present at the party, which included an immersive tour of the house led by the brand’s team of professional and engaging performers. They were treated to an exclusively created food and cocktail menu from renowned chefs Javier de las Muelas and Christian Escriba, who created deliciously tempting desserts. The highlight of the event was the music, which featured sets from high octane DJ Melé and Elrow’s in-house team including Toni Varga and Andreas Campo. The full stream can be viewed here on DJ Mag’s YouTube page.
Key Elrow events in 2018 to look out for include a return to London on August 18 2018, which will be the brand’s biggest show to date. Having hosted 25,000 people over the course of two dates at Queen Elizabeth Olympic Park this year, the 2018 show promises to be even bigger and will be hosted by Rowgelia himself. Tickets and further information can be found on the Elrow Town website at www.elrowtown.com.
Pictured: Elrow at Lovebox 2015