18:30 – 04:30 | Saturday 28th July 2018 | Brooklyn Mirage, New York, USA

On July 28th, elrow touches down in trend-setting East Williamsburg, New York 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.” Taking place from 6.30pm to 4.30am, the gathering is elrow’s first North American outdoor event and features outrageous art, installations, and enthralling performers in a carnival setting.

Today, elrow, one of the world’s leading event production companies, with six generations of experience promoting unforgettable spectacles, reveals its colourful 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 revellers in their quest will be the world’s most trending house music artists playing a very rare and uplifting B2B, creating a fantasy-fueled musical extravaganza.

The July 28th event is part of elrow’s roaming New York residency that began on April 21st and will continue on November 24 for their next instalment. The April gathering’s “Nomads, The New World,” theme which transported revellers to a “Star Wars meets Avatar” dimension, will also debut in Las Vegas in October, further extending elrow’s presence in the U.S. and their legacy worldwide. As with their three previous sold out shows in New York beginning in 2016, more than 2,000 early bird tickets for Rowlympics were snatched up 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 and boasting over 250 events to its credit, 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.

Launched in 2010 in Barcelona, elrow is the modern iteration of an entertainment family dynasty that stretches back almost 150 years to 1870. Currently at the helm of the multimedia conglomerate are Juan Arnau Lasierra (CEO) and Cruz Arnau Lasierra (marketing director), who consider “spectacle, music, colour and happiness” an inherent part of elrow’s D.N.A. and see New York as elrow’s new home; “This show will be the most special elrow to ever take place in North America so far. We look forward to deliver the highest level of entertainment for New Yorkers at the epic Brooklyn Mirage on July 28th”. While their recipe for success is conveniently summarised 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 and blows them up into otherworldly experiences that have propelled elrow to the top of international party people’s to-do lists.

For further details and final remaining tickets to elrow’s Rowlympics on July 28th, please go to: https://www.elrow.com/en/events/413/new-york-07282018


elrow is an award-winning experiential event concept and party series founded in 2010 by Cruz and Juan Arnau Lasierra; the sixth generation from a dynasty of entrepreneurs also responsible for creating Monegros Festival and legendary Club Florida 135 in Fraga, Spain. From their head-quarters in Barcelona, elrow have taken the world by storm with their unforgettable party style, pairing elaborate production, interactive performers and zany characters with the best electronic music, placing them as a global reference for circus inspired parties with tickets to the visual spectaculars usually selling out in minutes. A myriad of different themes and concepts makeup elrow’s zeitgeist with sub-brands including ‘Rowlympics’; their own take on the Olympic games, their Brazilian jungle carnival theme, ‘Sambodromo de Brasil’ and flag-ship theme ‘Singermorning’.

With lauded residencies in Ibiza, Madrid, London and Amsterdam already in place, 2017 has seen a game-changing partnership with live entertainment platform, Providence-Superstruct, allowing elrow to push to new heights with a Shangai debut and a festival-scale event at the Queen Elizabeth Olympic Park in August.