ArtistDirect News
elrow Transforms Pacha New York into Immersive Jungle-Themed Party
Last weekend, Pacha New York transformed into a living, breathing spectacle when Spanish event company elrow introduced its “Dance With The Serpent” theme to the Brooklyn venue. The night, part of a takeover that kicked off on July 17, 2026, fused house music with theatrical performance and interactive set‑pieces—a signature approach that defines elrow’s global brand.
Starting at sunset and lasting until 4 a.m., the night was anchored by a roster of house DJs—Tony Romera, Bastian Bux, Malóne Morez, Blank Sense, and others—each delivering high‑energy sets that dovetailed with the elaborate production. While the music remained the centerpiece, the club itself became a jungle‑inspired playground: costumed performers, towering characters, and frequent confetti showers punctuated the floor, and sweeping décor and lighting immersed guests in a mystical forest.
Elrow has built a reputation for converting club nights into full‑scale productions. Headquartered in Viladecans, Spain, the company has staged over 150 events worldwide, earning acclaim for its immersive themes, confetti, costumes, and roaming performers. The “Dance With The Serpent” concept was crafted in partnership with artist NYCHOS, who has collaborated with elrow on earlier themes. Its visual language juxtaposes animal and human, dark and bright, life and death.
For Pacha New York, the night represented a milestone in the club’s recent history. Reopened in 2026 on the former Brooklyn Mirage site, the venue has been positioning itself as a prime destination for electronic music in New York City. Hosting a globally recognized brand like elrow showcases the club’s capacity to deliver large‑scale, high‑profile events that resonate with the city’s diverse nightlife crowd.
The Pacha Group, founded in 1967 by Ricardo Urgell, owns the brand that first introduced Ibiza‑style clubbing to the United States. Pacha New York’s reopening followed the 2016 closure of the original Hell’s Kitchen location. The new venue’s partnership with elrow reinforces its strategy of fusing international party culture with the local club scene.
The production’s theatrical components—costume‑dressed performers, interactive installations, and confetti showers—blurred the boundaries between nightclub, concert, and stage show. Attendees noted that the atmosphere was in constant flux, with fresh surprises emerging throughout the night. This immersive approach is emblematic of elrow, whose events routinely feature over 100 performers, including acrobats, clowns, and jugglers.
Beyond its entertainment focus, the event reinforced Pacha New York’s identity as a hub for electronic music. The club’s capability to host a full‑scale elrow production underscores its technical prowess and its commitment to delivering diverse experiences that go beyond conventional DJ sets.
The “Dance With The Serpent” night was part of a weekend takeover that also featured a second show on July 17, 2026. The event attracted a crowd ranging from early‑morning clubgoers to late‑night party enthusiasts, all of whom savored a fusion of house music and immersive storytelling.
In summary, elrow’s “Dance With The Serpent” event at Pacha New York highlighted the club’s evolution into a premier electronic music venue in Brooklyn. The night blended high‑energy house sets with a jungle‑themed production featuring costumed performers, confetti, and sweeping décor, thereby reinforcing Pacha’s standing in New York’s nightlife scene.
Starting at sunset and lasting until 4 a.m., the night was anchored by a roster of house DJs—Tony Romera, Bastian Bux, Malóne Morez, Blank Sense, and others—each delivering high‑energy sets that dovetailed with the elaborate production. While the music remained the centerpiece, the club itself became a jungle‑inspired playground: costumed performers, towering characters, and frequent confetti showers punctuated the floor, and sweeping décor and lighting immersed guests in a mystical forest.
Elrow has built a reputation for converting club nights into full‑scale productions. Headquartered in Viladecans, Spain, the company has staged over 150 events worldwide, earning acclaim for its immersive themes, confetti, costumes, and roaming performers. The “Dance With The Serpent” concept was crafted in partnership with artist NYCHOS, who has collaborated with elrow on earlier themes. Its visual language juxtaposes animal and human, dark and bright, life and death.
For Pacha New York, the night represented a milestone in the club’s recent history. Reopened in 2026 on the former Brooklyn Mirage site, the venue has been positioning itself as a prime destination for electronic music in New York City. Hosting a globally recognized brand like elrow showcases the club’s capacity to deliver large‑scale, high‑profile events that resonate with the city’s diverse nightlife crowd.
The Pacha Group, founded in 1967 by Ricardo Urgell, owns the brand that first introduced Ibiza‑style clubbing to the United States. Pacha New York’s reopening followed the 2016 closure of the original Hell’s Kitchen location. The new venue’s partnership with elrow reinforces its strategy of fusing international party culture with the local club scene.
The production’s theatrical components—costume‑dressed performers, interactive installations, and confetti showers—blurred the boundaries between nightclub, concert, and stage show. Attendees noted that the atmosphere was in constant flux, with fresh surprises emerging throughout the night. This immersive approach is emblematic of elrow, whose events routinely feature over 100 performers, including acrobats, clowns, and jugglers.
Beyond its entertainment focus, the event reinforced Pacha New York’s identity as a hub for electronic music. The club’s capability to host a full‑scale elrow production underscores its technical prowess and its commitment to delivering diverse experiences that go beyond conventional DJ sets.
The “Dance With The Serpent” night was part of a weekend takeover that also featured a second show on July 17, 2026. The event attracted a crowd ranging from early‑morning clubgoers to late‑night party enthusiasts, all of whom savored a fusion of house music and immersive storytelling.
In summary, elrow’s “Dance With The Serpent” event at Pacha New York highlighted the club’s evolution into a premier electronic music venue in Brooklyn. The night blended high‑energy house sets with a jungle‑themed production featuring costumed performers, confetti, and sweeping décor, thereby reinforcing Pacha’s standing in New York’s nightlife scene.