The psychology of planning one of the most successful party series in the world: elrow [Interview]

The psychology of planning one of the most successful party series in the world: elrow [Interview]Screen Shot 2017 12 24 At 5.27.52 PM

To witness inversion of the underground at its most ingenious, house and techno listeners need not look further than an elrow event.

Long associated with the dimly lit dance floors of dark clubs, underground sound goes open air under the oversight of elrow, a family-founded party brand that dates back to 1870. As attendees of previous elrow events know and know well, the secret to elrow’s longevity in entertainment circles is no secret at all, but a perceptible emphasis on crowd immersion, specifically in a vibrantly colored, visually transfixing environment that engages audience members in a way that is entirely unique to elrow, and largely anomalous in the current context of electronic event production.

The psychology of planning one of the most successful party series in the world: elrow [Interview]Screen Shot 2017 12 24 At 5.27.52 PM

Photo Credit: Pablo Dass, Alex Caballero & Andrei Oprescu

Crowd interactivity takes center stage at an elrow event, where the performative nature of elrow’s production places stilt-walkers and puppeteers among those in the crowd, creating a constant and blissfully chaotic sense of activity that keeps pace with the live music.

An avant-garde entity in the electronic event market, elrow derives much of its influence in the increasingly popular trend of experiential nightclubbing from its deemphasis on the music as the primary point of focus, and its redirection of that attention to the thematics of event production. In addition to actors interspersed among the audience, elrow amplifies the affective quality of its high energy events with ornate stages tailored to the given event theme, massive inflatable decorations displayed throughout elrow’s often outdoor venues, and large confetti canons that provide the climax of an elrow affair, enveloping the crowd in brilliantly hued clouds of paper, the confetti drops occurring in sync with DJs’ beat drops.

The psychology of planning one of the most successful party series in the world: elrow [Interview]CHs Od W

Photo Credit: Pablo Dass, Alex Caballero & Andrei Oprescu

 

elrow is an immersive experience and I believe that’s what sets us apart. We don’t ...

The psychology of planning one of the most successful party series in the world: elrow [Interview]Screen Shot 2017 12 24 At 5.28.47 PM

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