Brand
elrow
2010
elrow is our journey of reimagining a family legacy into a world of wild, artistic and joyful parties.
Story
We grew up in a family where nightlife was our everyday language, from Florida 135 to Monegros, so creating our own chapter was almost inevitable. When we moved our energy toward Barcelona, we wanted to try something that felt different from a classic club night: more playful, more theatrical, less serious about itself even if the music stayed serious.
In 2010 we launched elrow as a Sunday party at our club on the outskirts of Barcelona, Row 14. We opened the doors in daylight, mixed house and techno with confetti, costumes and characters, and started building full themes instead of just booking line‑ups. Very quickly we saw that people weren’t coming only for the DJs, they were coming to lose themselves inside a story for a few hours.
“People don’t come only for the DJs. They come for the world we create around them.”
juan & cruz arnau
a GLOBAL PARTY BRAND
From there, elrow stopped being just our local Sunday ritual and became a travelling show. We packed our themes, our inflatables, our performers and our chaos into trucks and started taking them to other clubs and festivals, first around Spain and then across Europe and beyond. When Ibiza embraced elrow, the project took another leap: suddenly our little daytime madness had turned into a global party brand.
Today, when we look at elrow, we don’t see a “concept” as much as a world we keep expanding. Every show is an excuse to build a new universe, to mix scenography, performance and club culture so people feel part of something bigger than a night out.