For one weekend every October, Amsterdam becomes the centre of the dance music universe and this year elrow will be the feather in the cap to provide the farewell finale on the Sunday, as they set to take over the vast and industrial confines of Amsterdam’s Kromhouthal. Set on the waterside and normally used as an exhibition hall, Kromhouthal is set in a former factory, with original steel-clad pillars and cranes making it the perfect partner for elrow’s ADE return.
Here they will get to work and weave their magic, transforming the space into a vivid and wild wonderland, for their famed Sambodromo Do Brasil party. A celebration of everything Brazilian, Samba and Butacada, expect a a wild Brazilian street party to the jungle, with troupes of Samba dancers, carnival floats, drummers and footballers.
The line up is still to be announced, however the mammoth daytime party will feature reliable party-starters as well as many more elrow stars and favourites. Expect top-tier techno, crazy costumes and a never-ending stream of confetti.
This will be the third time elrow have played at ADE, itself a nonstop networking, thought provoking pick of panels and stellar parties with the dance music industry’s finest.
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.