Sign up for IQ Index
The latest industry news to your inbox.
Barcelona's Elrow House serves as a shared work space for the Superstruct-owned business's growing staff – and its feathery mascot, Rowgelia
By Jon Chapple on 21 Nov 2017
Elrow last Friday held a launch event to inaugurate Elrow House, the eclectic, ostentatious new headquarters in Barcelona the party promoter says marks its transition into a “truly global organisation”.
Designed by architect Marino Casas Rodriguez, each room of the building reflects an Elrow event theme, including the Enchanted Forest, Mafia Secret Room, Wild West Saloon, Bollywood Boudoir, El Bronx and Rowgelia’s chicken coop, in reference to the company’s chicken-suited mascot.
Spanning two levels, plus a terrace, garden and several open-plan work spaces, Elrow says Elrow House (pictured) provides its “growing team with the space and freedom to unleash the full potential of their exceptional creativity, as they continue to push Elrow to new and exciting places for 2018 and beyond”.
More than 450 industry and media figures attended the launch party, which was streamed live via DJ Mag and featured performances by Melé and Elrow’s resident DJs.
“Elrow House is an unbeatable combination, with the best of a showroom and a unique space to work and create”
Elrow, since February part of the James Barton-led Superstruct Entertainment group, hosts theatrical electronic music parties at clubs and festivals across Europe. It had also planned to launch its own festival, Elrow Friends & Family, this year, before the project was torpedoed by hostile local authorities in Salou.
Elrow founder Juan Arnau Snr says Elrow House is an “unbeatable combination, with the best of a showroom and a unique space to work and create. A new concept of facilities that pretend to be an extension of our shows. Most of our shows are here represented in their small thematic corner.”
CEO Juan Arnau Jr adds: “[It is] the ideal place to create and improve all our shows.”
Watch the live stream of the launch party below:
Get more stories like this in your inbox by signing up for IQ Index, IQ’s free email digest of essential live music industry news.