Spanish company Elrow specializes in making magic happen

For over three centuries the festive people at elrow have made partying a family affair.  The world wide party’s roots trace all the way back into the 1870’s. What began as a gathering of friend’s on early Sunday mornings eventually grew by the thousands. Their interactive method with the crowd and confetti-adorned craziness helped the festive look of elrow take shape. They create truly unique and colorful stages like you’ve never seen before.

Photo Credit: Elrow

Six generations of the Arnau family have worked in the business. It remained only family until 2014 when Vicenç Marti joined. As president of elrow, Marti helped this global enterprise take form. As of four years ago elrow went international, holding residencies in Ibiza, New York City, Barcelona, and Madrid. Juan Arnau Jr., current CEO, says that elrow remains successful by having a member of the family or company present at every show. He explains in an interview with Forbes key advice he’s taken from his family to help take elrow into the future.

“From my grandfather and my father, they always say that you have to be connected with the young generations and you have to listen to them. If you want to survive in this business, first you have to love it because usually people get tired because it’s a really tough business. And secondly, you have to understand the new generations. Because if you don’t understand them, and if you don’t change all the time to follow them, you don’t last basically.”

Spanning across five continents, elrow has the ability to put on five events in five countries all on the exact same day. Company’s headquarters are a 54,000-square-foot warehouse that’s located in Barcelona. Jo Vidler, their creative director, says elrow produces everything in-house and reuses everything by recreating current themes and coming up with two new ones yearly. One thing we know for sure is elrow’s inflatable-clad fiestas are here to stay. You can catch an elrow thrown party at the Encore Beach club in Las Vegas this year.

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