There’s a brand on my windowshelf, dear Liza, dear Liza.
Sometimes it’s the little things in life that make you smile. No, I’m not talking about Channel 4’s recent Sex Education show. I refer instead to those little symbols that remind us of special times. It could be a photograph, a smell, a building, but something visceral erupts inside us, and suddenly we’re right back where we were all those moons ago, in the moment, the now, err…then.
For Janet, it came from a squirrel. For me, it came from two little cherries in a special pack I bought from the Co-Op.
As I looked at those cherries in my hand, a rhythm begin to beat within my heart. I lifted my right foot, discovering sand was stuck to the bottom. I looked around me, and suddenly I was in Pacha, Ibiza, one of the greatest clubbing experiences that an intrepid clubhead can ever hope for. With Erick Morillo spinning the discs until dawn’s gleeful accost, ramming heads and hearts alike with big, progressive, balearic beats, it’s unlikely that you’ll even notice the sweat dripping down from the ceiling until the cold, harsh light of day. And then, my friend, you won’t even care.
Of course, recognising this global brand from simple semiotics is market mastery, yet that reminiscence can only take you so far. For all of us entrenched in day-to-day working lives and commitments, we have two choices. We can either scrub what you’ve got on our calendar and get a flight out there pronto to join up with the hundreds of other promotion people that populate the pack, or we can realise the dream with a compromise, and get on over to Pacha in London, home to an amassment of indulgent nights like Hed Kandi and Too Dam Glam.
If you want to close your eyes and imagine you’re in Ibiza, it’s probably best to head down before September when the sun finally gets off for the last time. Check out the website here:
http://www.pachalondon.com/pages/home
Does anyone think that it looks a little like a site not a million miles away from me now?
Oh yes. The Republic is where it’s at.
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Posted by Pawan on July 07, 2010