Pacha’s Love Story with New York Is Reborn

Pacha and New York have always shared a long-lasting love story, one that’s found its way back into the spotlight with the recent news of its parent company, FIVE Holdings Group, expanding into the city through The Brooklyn Mirage.

When Pacha first arrived in the city in the mid-2000s, it took over one of Manhattan’s most iconic nightlife spaces at 618 West 46th Street in Hell’s Kitchen. This warehouse became home to the legendary Sound Factory in the late 1990s, after the club relocated from its original 530 West 27th Street address in Manhattan’s Chelsea neighborhood, where it had operated since 1989. This venue (known for its incredible sound system) would later host other prominent nightlife institutions, including Twilo and Spirit, helping define New York’s underground music scene.

Twilo, NYC formerly Sound Factory, 530 West 27th Street

So by taking over the Hell’s Kitchen location, Pacha didn’t just open another nightclub, it inherited a legacy.The venue preserved the energy, spirit and even the layout of that sacred dance floor, blending its own Ibiza-born hedonism with the raw, urban heartbeat of New York. The result was a cultural exchange that united two capitals of nightlife through music, emotion and identity.

Pacha NYC 2014-15, 618 West 46th Street

Pacha NYC 2014-15, 618 West 46th Street

That shared energy speaks to the essence of Pacha’s global journey. Born in the early days of the hippie movement, Pacha Ibiza has always embodied freedom, self-expression and joy, values that have carried it from its first venue in Sitges (Barcelona) back in 1967 to the world’s biggest cities. The Cherries became a universal symbol of pleasure and togetherness. More than five decades later, they have come to represent a lifestyle rooted in the Mediterranean spirit but felt across continents.

Tourists at Pacha Sitges 1967

A leading player in the worldwide leisure and entertainment sector

Pacha soon became the first Spanish Company in the entertainment sector with presence in many countries: Spain, Portugal, Argentina, Germany, England, Austria, Egypt, Morocco, United States, Brazil, Lithuania, Russia… Its expansion tells a story of cultural connection. It never set out merely to open venues, it set out to share a feeling, a rhythm, a philosophy, a way of living well. Through every club, festival and hotel, Pacha continues to embody the timeless spirit of hedonism. The iconic two Ibiza cherries, have become a worldwide symbol of music, joy, pleasure and a unique lifestyle recognized worldwide.

Pacha Ibiza Club

Over the years, Pacha has hosted the world’s top DJs, including Carl Cox, David Guetta, Steve Aoki, Avicci, Danny Tenaglia, Erick Morillo, Martin Garrix or Nicole Moudaber to name just a few, in Ibiza, New York and beyond, creating iconic party concepts that have shaped careers and defined the global electronic music scene.

David Guetta at Pacha Ibiza Club

Before he was a global superstar and chart-topping producer, David Guetta launched his legendary F** ME I’M FAMOUS! residency at Pacha Ibiza in the early 2000s. The night became a cultural phenomenon, blending celebrity energy with pure house music euphoria, and was instrumental in catapulting Guetta from the booth to international fame. Though he closed that chapter after summer 2018, his journey remains one of Pacha’s defining success stories, a testament to the club’s power to turn DJs into icons.

Pacha’s universe has expanded far beyond clubs, encompassing fashion and accessory lines, fragrances, a record label, media platforms and editorial projects, extending the brand’s lifestyle and influence far beyond the dance floor.To name just a few landmarks, Pacha’s first step beyond Europe came in 1993 with the opening of Pacha Buenos Aires, marking the beginning of a global journey that would redefine nightlife across continents. 

Pacha Buenos Aires (1993-2016)

Through Pacha Ibiza on Tour, the island energy continues to travel the world from Brazil to China and to the brand’s legendary New Year’s Eve celebrations in Cape Town, South Africa, bringing the unmistakable rhythm and hedonistic spirit of Ibiza to dance floors everywhere.

Pacha Ibiza On Tour flyer 2024

Back in 2012, the brand launched the first Pacha Festival in Amsterdam, a large-scale celebration of electronic music, creativity and Mediterranean spirit under the iconic cherries around the canals.

For five consecutive years, the festival transformed Amsterdam into a vibrant extension of Ibiza’s soul. More than just a music event, it became a full-scale experience: from the colorful Ibiza hippie market to the curated food village and completed with a sushi pop-up restaurant, it offered an 11-hour journey through sound, taste and style. The centrally located venue made it easy for thousands of fans to join in, celebrating a fifth anniversary that underscored Pacha’s ability to merge music and lifestyle on a grand, sensory scale.

Pacha Festival Amsterdam 2014

Where legacies converge, the history of dance music is moving forward

After years of touring the world and curating large-scale experiences that blurred the lines between festival, art and lifestyle, it feels only natural for Pacha to return to one of its most emblematic cities: New York. The energy that once defined its legendary Manhattan nightclub now finds a new home at The Brooklyn Mirage, a venue that mirrors Pacha’s DNA: expansive, immersive and driven by the unifying power of music.

Pacha Boat

Since 2023, under the ownership of FIVE Holdings Group, Pacha has entered a new era of growth, one that reinforces its position as a global lifestyle brand while staying true to its hedonistic roots. The group’s vision has been instrumental in expanding Pacha’s reach through world-class entertainment concepts, luxurious hospitality and international experiences that blend music, design and culture.

On the other hand, The Brooklyn Mirage which was launched as a Cityfox pop-up event in 2015 just a few blocks away, found its permanent home at the Avant Gardner complex in 2017 and quickly became a sensation till it closed in 2024.One of the venue’s earliest international partnerships featured elrow, with Gray Area as the local partner, which returned for multiple editions and helped establish one of the first Spain/Ibiza brand connections at the Brooklyn Mirage.

elrow New York at the Mirage

With room for up to 6,000 guests, this open-air venue is the largest entertainment space on the East Coast. More than just a stage, it has evolved into one of the world’s most forward-thinking outdoor destinations. The Mirage soon became a cultural hub where technology, design and sound intersect to redefine the live music experience. It embodies the same spirit that drives Pacha: immersive, avant-garde and committed to celebrating music as a shared art form.

This alliance is more than a business move, it’s the fusion of two iconic legacies. From the underground pulse of New York’s house scene to the sun-soaked nights of Ibiza, these worlds converge once again, united by a shared rhythm and a timeless philosophy of living well.

As Pacha’s cherries illuminate Brooklyn’s skyline, both the iconic global nightlife brand and The Brooklyn Mirage venue stand together as symbols of continuity and evolution in New York's music scene, representing freedom and the hedonistic spirit that transcends borders. We are part of a cultural dialogue between past and present, a connection between the Mediterranean soul and New York’s relentless energy. The beat goes on bolder, brighter and louder than ever.