Ask any festival lover if they have heard of Elrow and wait for that knowing grin to appear. This is the immersive clubbing experience that has touched every continent, appearing in over 50 cities, and centred entirely around dancing and happiness.
What began as a party has transformed into a philosophy, a phenomenon, a global following gathering to worship at the church of Elrow. They key to its success lies in six generations in the making; the Arnau family still at the helm of this mega-rave while it spreads good vibes from the Elrow HQ in Barcelona.
Elrow Town was the natural progression for this party monster poised for worldwide domination. The two-day event at the Olympic Park in Stratford saw the park transformed by an endless selection of eye-popping theatre; jungle-themed inflatables, theatrical skits, giant puppets and party games all played out around booming sound systems.
The immense production values are not the only thing drawing clubbers in the thousands to these events. The magic of Elrow is its ability to mix together little-known artists and major players in the house and techno scene, unified in their pursuit of happiness and a damn good party. Headliners this year included Shy FX, Claptone, Solardo and longstanding Smiley superfan Fatboy Slim.
Battling through the throngs of partygoers, revellers find sanctuary at the SmiLee pool, a custom-built pool adorned with Smiley faces and filled with thousands of yellow balls. This oasis of happiness, put on by Smiley and Lee Jeans to celebrate their recent collaboration, was the perfect escape for every festival goer looking for that opportunity to channel their inner child. After all, isn’t that what every festival goer is searching for? The chance to escape reality for a few hours and join together with like-minded people spreading the happiness revolution.