Last week, elrow launched Rowgelia's house, a new international headquarters in Barcelona. Designed by Marino Casas Rodriguez the new HQ is a space that aims to reflect the brand’s creativity. Each room has been custom designed to reflect a different elrow theme or identity. From the Enchanted Forest, Mafia Secret Room and Wild West Saloon to a Bollywood Boudoir, El Bronx and Rowgelia's chicken coop, behind every door, a new world is waiting to be explored. Architect and designer Marin is a long-standing friend of the elrow family, having previously worked on projects such as their flagship Row14 club in Barcelona, known today simply as 'elrow', plus the Sala Privee at Florida 135 in Fraga.
For elrow House, Marino worked closely alongside the family patriarch Juan Sr who had the initial vision of design that Marino and his team brought to life. Away from elrow, he is known for his work on Vista Club at Privilege Ibiza, Apollo Hotels in Amsterdam and Vinkeveen and PUERTA 8 cocktail bar in Melilla.
Spanning two levels, terrace and garden, plus a plethora of open plan work spaces, elrow House provides their growing team with the space and freedom to unleash the full potential of their creativity, as they continue to push elrow to new and exciting places for 2018 and beyond.
More than 450 industry and media figures attended the launch party, which included a fully immersive tour lead by elrow's team of performers plus an exclusively designed cocktail and food menu by gastronomist Javier de Las Muelas, plus dessert selection by Christian Escribà.
The launch party was streamed live with DJ Mag featuring sets from Melé and elrow's adroit team of residents spinning tunes from the terrace as well as an interview with elrow CEO Juan Arnau, plus a tour of the new HQ for those that were not able to attend.
Having been closely involved with the development of the new headquarters, elrow patriarch Juan Arnau Sr commented on the results, remarking: "An unbeatable combination with the best of a showroom and a unique space to work and create. A new concept of facilities that pretend to be an extension of our shows. Most of our shows are here represented in their small thematic corner."
Founder and Marketing Director Cruz Arnau said: "Better than in our own house. The best place from where to communicate our magic to our friends."
elrow CEO Juan Arnau Jr said: "The Ideal place to create and improve all our shows."
Designer and architect Marino Casa Rodriguez commented: "As "Concept", elrow house is the visual interpretation of the DNA of elrow themes and parties and, of course, Doña Rowgelia as the main and absolute Superstar. Hollywood is not enough!"