Brand
Florida135
1985
Florida135 grew out of Fraga as an urban, “Bronx‑style” club, a cinematic street built indoors and constantly reimagined as electronic culture changed around it
Story
Florida 135’s story starts in 1880, when José Satorres opened Café Josepet in the small town of Fraga. It began as a humble café and social space, but over the years it grew into a cinema, a ballroom and a venue for shows, slowly becoming a cultural meeting point for the town. Long before it was a club, “Florida” was already where people went to watch, dance and be together.
In the 1960s and 70s, our family pushed the project further and turned it into a true entertainment hub. There were films, orchestras, live performances and the first steps toward a proper discotheque. The space went through design changes that gave it more character, and even a serious fire could not stop it. The venue was rebuilt quickly, reinforcing the idea that Florida’s identity is based on continuity through change.
“You either innovate and break boundaries, or you’re dead.”
Juan Arnau, Florida 135
1985
The big transformation came in 1985, when it was redesigned and reopened as Florida 135. The idea was to build an “authentic Bronx street” inside a club in Fraga. Brick walls, alleys, façades and signage created a full urban set, designed to evolve with electronic music instead of staying frozen in one era. From that moment, architecture, sound and light worked together, with the DJ booth at the center like an altar, turning the dance floor into a shared ritual.
Through the late 80s, 90s and 2000s, Florida 135 became known as a temple of electronic music in Spain. The club moved through disco, electropop, house, acid, techno and more, while hosting key artists from across the scene. At the same time, our family expanded their universe with projects like Monegros Desert Festival and elrow. Today, Florida 135 is still a living icon.