Pacha Club: the precursor of all modern nightclubs-Part 2

With the 80’s, comes the arrival   of the most hedonistic years, where consumerism also takes possession of the world of the nighclubs. The Pacha of Ibiza has adapted to the changing times, but always, retaining its spirit and soul on which it was born and developed.

In 1983 the restaurant was renovated and expanded. The main room is built as we know it now, the lighting and sound systems are enhanced. In 1986 the Urgell brothers also welcomed the new Pacha of foreign promoters for the first time. The party is called Moondance, the promoter is Josep Padilla and deejay are Sasha and John Digweed. Here the concept of space and time in Ibiza become  intwined  and no longer count and festivals last longer and longer. Among theme parties that have made the history of the club there is one that resists in the strongest time ever: Flower Power, the one that recalls more than anything else the primordial spirit, exported and imitated all over the world. Still in the dj box with the same suitcase full of vinyls, there is Piti Urgell. Today like the first time forty years ago.

Today Pacha is one of the most well-known brands globally, deserving of those two red cherries that are printed on many gadgets. A logo born as its own legend: by chance. It is said that the lawyer of the Urgell family could never remember the names of the companies Ricardo and Piti were launching at the time of the boom. So, to facilitate the task, Ricardo suggested to name them with the names of fruit: apple, cherry, and so on. The cherries inspired him so much that they became the local logo, one of the world’s most famous logos, a precursor to a new way of doing branding and marketing. So revolutionary to convince Ford to launch in 1991 the first car branded by a nightclub: the Ford Fiesta Pacha. It is clear that Pacha would never mean just a disco. The franchise has always been the preferred development model by Urgell carried by the sons of Ricardo Urgell, now eighty years old. Now new markets are opening up, new ideas. The new managing director, fathering his father’s name, is about to open some thirty hotels and a hundred and fifty restaurants in the space of a decade, all without compromising the authenticity of the brand. It’s a record label and a successful magazine, it’s a luxury brand and clothing brand, like the one you can find at Lío or Destino, both the latest generation resorts ever owned by the Urgell family. A club that forty years has been able to accommodate styles, fashion and trends. its invented the democracy of the night showing people that on a dance floor we are all the same without any distinction. Today unfortunately this purity has been lost a bit, but that does not mean that within those legendary walls something incredibile cannot happen.

 

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