elrow
WWW
2017
Seen from above, it looks like a festival. On the ground, it feels like a chaotic, surreal city that’s escaped someone’s imagination just for a single day.
From a business point of view, elrow Town is our ultimate showcase: the place where we put all our know‑how on the table, from different shows and art collaborations to characters, music and large‑scale storytelling.
On a sold‑out edition, it can invoice around 4.5 million euros in a single day, with an intentionally tight margin of about 500,000 euros, because we choose to reinvest almost four million in building one of the most complex immersive experiences in electronic music.
elrow Town is less a profit machine and more a brand‑building engine, where we prove to fans, partners and cities what happens when experience comes before short‑term margins.
Every edition of elrow Town has its own flavour, but they all feel like the same hallucination.
In London, we’ve turned parks and industrial spaces into what the local press calls one of the most colourful, ridiculous parties on the planet, with tens of thousands of people dressed as if they’d looted the same surreal costume shop.
In Antwerp, we landed in a country already obsessed with festivals and still managed to surprise people with our theatrical chaos and obsessive attention to detail.
Italy welcomed us at Iren Green Park in Reggio Emilia, where we literally drew the map of an elrow city on the grass and invited people to get lost on purpose.
Our current venue in Madrid has given us some of our most iconic Spanish editions: one of the largest immersive shows in the country, with giant main stages, fairground rides and a skyline stitched together from inflatables and confetti.
A town with no mayor, no offices and just one law: the more colour you bring, the more you belong.
In just 10 days we raise a town from empty grass. During twelve hours, the crowd turns it into something we could never design on a spreadsheet.
elrow Town is where many pieces of our world finally connect. It allows us to fuse our themes, artists, performers and music programming into one large, coherent ecosystem, and to dream on a city scale while inviting partners (from local councils to festivals and brands) to co‑create with us.
It proves that our way of understanding nightlife can live outdoors and in full daylight without losing its magic. And it is our clearest example of what happens when you treat a festival not just as an event, but as an ephemeral city built around joy.
