elrow

The Story of elrow: Six Generations of Party, Sound, and Spectacle

There are few names in international dance music today as recognized, revered, and talked about as elrow. But behind the confetti showers, the surreal inflatables, the themed spectacles, and the social media feeds packed with images of grinning dancers, there’s a story over 150 years in the making.

To understand elrow, you have to start with the Arnau family — six generations deep in Spanish nightlife and entertainment. The roots trace all the way back to 1870, when José Satorres, known locally as Josepet, opened Café Josepet in Fraga, Huesca.

Having tasted Madrid's nightlife during his military service, Josepet came back determined to build something that didn't yet exist in his small farming town: a bustling social hub where locals could gather, drink, and enjoy entertainment. That original café became a vital meeting point, and though Josepet would famously lose his properties gambling, his descendants would carry the entertainment torch forward.

From Bars to Theaters to Cinemas

After Josepet's passing, his daughter Maria Satorres and her husband Antonio Duran revitalized the family business by opening Bar Victoria, soon followed by the Teatro Victoria. Their ventures weren't just profitable — they were groundbreaking, adding variety shows and live performances to the small-town circuit. Soon, the family operated Cine Victoria, which became the first open-air summer cinema in the region, drawing crowds under the night sky.

Meanwhile, another entertainment-minded family, the Arnaus, entered the scene with Cine Florida. What could have been a rivalry between Cine Victoria and Cine Florida eventually merged through marriage, blending the Duran and Arnau legacies into one formidable entertainment lineage.

The Rise of Florida 135 and Spain's Underground Sound

By the mid-20th century, the Arnaus set their sights on expanding beyond cinemas. They opened Florida 135, a name now etched in clubbing history, often called the "Cathedral of Techno" in Spain. From the disco era through the acid house revolution and into cutting-edge underground electronic sounds, Florida 135 became synonymous with forward-thinking music programming. They booked Spain's best local talent alongside global names, pulling crowds who came for both the music and the atmosphere.

Florida 135's importance can't be overstated — this wasn't just another regional club; it was a proving ground for Spain's electronic music evolution. While Barcelona and Madrid would later grab international headlines, Florida 135 was the place where local heads and artists forged a path, setting the stage for the next generation.

Monegros: A Desert Gathering Grows

In 1993, Juanito Arnau, son of Juan Arnau Sr. and grandson of the Arnau entertainment dynasty, stumbled into what would become the Monegros Desert Festival. It started as a party for 200 friends on the family's estate in the Spanish desert. But within two decades, it grew to attract over 40,000 fans and major international artists, making it one of Europe's essential desert raves. By 2014, the festival was drawing crowds upwards of 55,000.

Monegros became legendary not just for its sheer scale, but for its grit: dancing under the baking Spanish sun, surrounded by nothing but arid desert and the thump of relentless techno and house. It was raw, untamed, and unforgettable.

The Birth of elrow

With this history behind them, the next generation of Arnaus, led by Juan Arnau Jr. and Cruz Arnau, wanted to create something new. In 2010, they launched elrow as a Sunday party series in Barcelona. What started as a local experiment quickly spiraled into something much bigger.

Elrow took the immersive ideas that had worked at Monegros — high-energy crowds, themed experiences, a sense of organized chaos — and fused them with the club environment. But here, the music wasn't the sole focus. The party itself became the attraction.

What Makes an elrow Party?

An elrow event is sensory overload by design. Think carnival performers, stilt walkers, confetti blasts, massive inflatable props, actors mingling through the crowd, and elaborately themed decorations stretching from floor to ceiling. Themes like Horroween, Rowlympic Games, Sambowdromo do Brasil, Far Rowest, and El Bowsque Encantado give each event a completely different visual identity.

But crucially, the music stays central: house, tech house, and techno DJs who know how to play to a party, chosen not just for their name but for their ability to match elrow's high-energy atmosphere. Victor de la Serna, the brand's longtime music director, has explained that while the themes rotate, the musical energy remains consistent, avoiding the darker, more introspective side of techno and instead focusing on fun, groove-driven sounds.

Global Expansion

By the mid-2010s, elrow had become one of Spain's top cultural exports. Residencies followed in Ibiza (first at Space, then Amnesia, now also at Ushuaïa), as well as regular events in London, Madrid, Dubai, Las Vegas, and Amsterdam. The flagship elrow Town festivals now tour internationally, drawing massive crowds with their all-out, immersive setups.

Elrow's global footprint is staggering: over 6 million attendees, across more than 50 cities, in 40 countries, and on five continents. Few event brands in electronic music can match that scale.

The Business Behind the Spectacle

In 2017, elrow partnered with Superstruct Entertainment, backed by Providence Equity Partners, giving the family-run business a serious financial backbone. But despite the capital infusion and international reach, elrow remains closely tied to its family roots. Arnau Jr. still describes the company as one that "lives and breathes" family, with lunch breaks spent together at his mother’s home near the office.

Their business model cleverly sidesteps the expensive, headliner-driven bookings that dominate many big dance brands. Instead, elrow has created a loyal following where the party itself is the main event. Fans come for the experience, the atmosphere, and the sense of stepping into a temporary alternate universe — not just to see one big-name DJ.

Ibiza: The Creative Playground

For elrow, Ibiza is more than just another residency. It's a testing ground, a place to let their imagination run wild. The Arnau family has been connected to the island since the 1960s, long before elrow launched. Today, their weekly residencies at Amnesia and seasonal shows at Ushuaïa are among their most ambitious productions, blending Ibiza's hedonistic spirit with elrow's signature interactive madness.

The family sees these Ibiza shows as a way to give back to an island that has given them so much inspiration over the decades. They consistently aim to make each Ibiza season feel fresh, adding new decorations, upgrading production, and keeping their regulars surprised.

A Brand That Stands on Experience

Elrow has succeeded not because it was first or because it books the biggest stars, but because it understands what today's audiences want: total immersion. In an era when many fans are less interested in seeing the same headliners over and over, elrow offers something rarer: a party that feels crafted, layered, and participatory.

From the dusty plains of the Monegros Desert to the megaclubs of Ibiza and beyond, elrow has taken a century-and-a-half of family entertainment history and reshaped it for modern electronic music lovers. For house and techno heads, it's more than just another night out — it's a reminder that the best parties are the ones where you're not just a spectator, but a part of the spectacle.

The New Chapter: UNVRS Superclub Ibiza

In 2025, elrow opened a bold new chapter with its highly anticipated residency at UNVRS, Ibiza's groundbreaking new superclub. As the very first residency announced for this futuristic venue, elrow's presence set the tone for what promises to be a defining moment in the island's nightlife evolution.

The UNVRS residency allows elrow to push its creativity further, combining cutting-edge club architecture with their signature sensory overload, turning each night into a spectacular, immersive celebration of house and techno. This partnership cements elrow's role as both a pioneer and a master of large-scale party production, reinforcing its deep ties to Ibiza while setting new standards for the global clubbing experience.