Deep House with Desperados
Deep House with Desperados
elrow
ITA
2018
Deep House with Desperados
Deep House with Desperados
Project Credits
Concept & Brand Platform: Desperados - Inner Tequila Studios “Release your inner Tequila / Find your own dancefloor” experimental series.
Event Partner & Show Producer: elrow - show curation, energy and party production around the “world’s deepest dance floor”.
Creative & Experience Agencies: WE ARE Pi (creative concept) & Jack Morton (experience design & production).
Venue: Y‑40 Deep Joy Pool, Montegrotto Terme, Italy (the deepest pool in the world at 42 metres, holding 4.3 million litres of water)
Date & Format: 15 September 2018, one‑night multi‑sensory underwater clubbing experience.
Headline Artists: Peggy Gou & Artwork performing live from an underwater viewing tunnel to submerged ravers via a sub‑aqua sound system.
Audience & Reach:
400+ fans, press and influencers on site taking the party underwater using SeaTREK helmets.
1.2 billion global reach across earned editorial
981% uplift in engagement on Desperados’ channels
Global coverage as “the world’s deepest dancefloor”.
Partner Brands
Highlighted
We turned the world’s deepest pool into a 42‑metre‑deep underwater rave where 400 people in SeaTREK helmets found their own dance floor at the bottom of Y‑40.
Project Description
When Desperados asked us to help them prove that “anywhere can be a dance floor if you have the right attitude”, we knew the answer couldn’t be another warehouse, it had to be a place that made people ask if we’d lost our minds.
That place was Y‑40 Deep Joy, the deepest pool on the planet:
42 metres of water
4.3 million litres of potential.
Together with WE ARE Pi and Jack Morton, we designed Deep House as the world’s first truly “deep house” party, a one‑night experiment where over 400 fans, press and influencers put on SeaTREK diving helmets to hear high‑definition sound underwater and literally danced inside the pool while Peggy Gou and Artwork played from an underwater viewing tunnel feeding a sub‑aqua sound system.
From a business and production perspective it was a calculated act of madness:
Hiring and transforming a highly regulated diving facility
Engineering safe access
Egress for hundreds of non‑divers
Insuring a brand and our name against every possible “what if?” that comes with mixing electronics, depth and people
The bet worked:
Deep House delivered 1.2 billion earned impressions
981% engagement lift for Desperados
And a hero case in the Inner Tequila Studios series alongside SkyFest and zero‑gravity planes.
For us, the real win was proving once again that if a brand is brave enough to share the risk, we’re more than ready to take club culture to places nobody expects to find a dance floor.
Project Credits
Concept & Brand Platform: Desperados - Inner Tequila Studios “Release your inner Tequila / Find your own dancefloor” experimental series.
Event Partner & Show Producer: elrow - show curation, energy and party production around the “world’s deepest dance floor”.
Creative & Experience Agencies: WE ARE Pi (creative concept) & Jack Morton (experience design & production).
Venue: Y‑40 Deep Joy Pool, Montegrotto Terme, Italy (the deepest pool in the world at 42 metres, holding 4.3 million litres of water)
Date & Format: 15 September 2018, one‑night multi‑sensory underwater clubbing experience.
Headline Artists: Peggy Gou & Artwork performing live from an underwater viewing tunnel to submerged ravers via a sub‑aqua sound system.
Audience & Reach:
400+ fans, press and influencers on site taking the party underwater using SeaTREK helmets.
1.2 billion global reach across earned editorial
981% uplift in engagement on Desperados’ channels
Global coverage as “the world’s deepest dancefloor”.
Partner Brands
Highlighted
We turned the world’s deepest pool into a 42‑metre‑deep underwater rave where 400 people in SeaTREK helmets found their own dance floor at the bottom of Y‑40.
Project Description
When Desperados asked us to help them prove that “anywhere can be a dance floor if you have the right attitude”, we knew the answer couldn’t be another warehouse, it had to be a place that made people ask if we’d lost our minds.
That place was Y‑40 Deep Joy, the deepest pool on the planet:
42 metres of water
4.3 million litres of potential.
Together with WE ARE Pi and Jack Morton, we designed Deep House as the world’s first truly “deep house” party, a one‑night experiment where over 400 fans, press and influencers put on SeaTREK diving helmets to hear high‑definition sound underwater and literally danced inside the pool while Peggy Gou and Artwork played from an underwater viewing tunnel feeding a sub‑aqua sound system.
From a business and production perspective it was a calculated act of madness:
Hiring and transforming a highly regulated diving facility
Engineering safe access
Egress for hundreds of non‑divers
Insuring a brand and our name against every possible “what if?” that comes with mixing electronics, depth and people
The bet worked:
Deep House delivered 1.2 billion earned impressions
981% engagement lift for Desperados
And a hero case in the Inner Tequila Studios series alongside SkyFest and zero‑gravity planes.
For us, the real win was proving once again that if a brand is brave enough to share the risk, we’re more than ready to take club culture to places nobody expects to find a dance floor.
For once the drop doesn’t just hit your chest, it surrounds you completely, a low‑end pressure wave rolling through blue silence while bubbles keep time with the hi‑hats.
A real deep house 42 metres below the surface.
A real deep house 42 metres below the surface.
All of it for a single night whose success would be measured not in bar sales but in global reach, brand equity and content impact.
400 people, one pool and the shared realisation that fear of water is no match for a good bassline.
400 people, one pool and the shared realisation that fear of water is no match for a good bassline.
Once you’ve turned a 42‑metre pool into a club, every other brief sounds just a little less impossible.
