elrow returns to NYC on July 28 for their largest ever North American 10-hour B2B outdoor extravaganza.
elrow will touch down in trend-setting East Williamsburg for an extended celebration featuring a rare all back-to-back line-up at Brooklyn Mirage, the outdoor space for Avant Gardner, which the New York Times called “a huge, architecturally ambitious destination for deep house and techno parties.”
The gathering will be elrow’s first North American outdoor event, and features outrageous art, installations, and enthralling performers, in a carnival setting.
“This show will be the biggest and most outrageous elrow to ever take place in North America so far,” Juan Arnau Lasierra, elrow’s CEO, said. “There will be lots of surprises, and we’re even bringing in a larger stage that doesn’t fit in a normal warehouse, so production wise this will be the first time we almost don’t have any limitations! We look forward to delivering the highest level of entertainment for New Yorkers.”
The world’s leading event production company also revealed the event’s colorful theme: Rowlympics.
Set in 50 B.C. in a place called Elrowia, occupied by the Romans, the Rowlympics were created as a gesture of peace, and aim to distinguish the most world-class party athlete of all. Supporting revelers in their quest will be the world’s most trending house music artists, playing a very rare, and one of the most uplifting B2B sets this summer, creating a fantasy-fueled musical extravaganza.
As with their three previous sold out shows in New York, over 2,000 early bird tickets for Rowlympics were sold in less than 24 hours based solely on word-of-mouth, without any musical talent announced.
Described as a “cross between Cirque du Soleil and Burning Man” by RBMA, elrow events take place in over 50 cities on all seven continents, including residencies in Ibiza, Dubai, Madrid and Barcelona, and stages at major festivals, including Glastonbury and Electric Zoo.
Hailed as “one of the most successful and outlandish party brands around the world” by Billboard, elrow is a global phenomenon that can run five events simultaneously and is used to selling out as many as 15,000 tickets in under four hours, even before lineups are announced. In 2018 alone, they have over 40 events planned, each guaranteed to sell out as well.
While their recipe for success is conveniently summarized as “25% performances, 25% decoration, 25% the people and 25% music,” it is the family’s fantasy-driven philosophy that re-imagines world traditions and cultures throughout the ages, that have propelled elrow to the top of international party people’s to-do lists.