The coolest club brand to ever hit Ibiza?
DMCWORLD talks to the man behind one of clubland’s most fashionable music brand’s Mark Herman about to make a huge splash in Ibiza…
Mark welcome to DMCWORLD Magazine. London has known all about Pooldisco for a few years now thanks to your legendary parties at Shoreditch House, can you tell us a little about the history of your event which is about to really shake up this magical island…
“Pooldisco launched on the August bank holiday weekend in 2007 as a one-off party with just a couple of hundred people around the Shoreditch House Pool (launch year for Shoreditch House). The event was instantly loved, the best venue in London combined with my black book of 20 years worth of music and fashion contacts. Year 2 we did 2 (May and August) bank holiday parties extending the dance area into the restaurant. Year 3 we did 3 and with the extension of the Secret Garden and The Lazy Lawn the party was now epic in size (with 1500 members), combined with guest list, and packed to the rafters between floors 5 and 6), the who’s who of London, killer views and queues round the block. Pooldisco had arrived.”
Ushuaia is one of the most recognised venues in the world, with the world alight at the moment with pool parties in Las Vegas, the Middle East and even down under, why did you choose Ibiza as step 2 for Pooldisco…
“I spent 4 years working exclusively with the Soho House Group with my brand, during which I’d noticed a global surge in pool parties and felt I had the no.1 look and feel brand for this market. I saw a window that I needed to exploit, I wanted to grow beyond 3 London parties a year and saw pictures of Ushuaia on the internet at the beginning of 2011 and instantly felt a massive pull towards the venue. There was perfect synergy between Pooldisco and the Ushuaia brand, I was blown away by Yann Pissenem’s vision, it had to be Pooldisco’s next home. I also knew that Ibiza was the window to the global dance arena and I knew to grow my brand, I had to get in. A year’s worth of repeatedly knocking on Yann’s door (selling my wares), finally I’m in!”
Your party is in the middle of some heavyweight names at Ushuaia – David Guetta, Swedish House Mafia and Luciano are all taking up residencies at the venue – what sets Pooldisco apart from your competitors, tell us about your resident DJs for instance and what else will be happening Saturday afternoons and evening apart from the music?
“Pooldisco is not superstar DJ led, it’s all about the energy and the look and feel of the party. Attention to detail, and the coolest looking London hosts and performers (never having worked in Ibiza before) delivering an amazing Brit cool event, a party not to be missed. We are also supporting emerging talent with resident DJs Severino from Horsemeat Disco (London’s DJs DJ), Sam Devine(Defected), Ushuaias rising star from 2011, and DJ Onno from Holland who will all be killing it on the decks, combined with some very special international guests.”
Your parties in London attracts some famous faces from the world of fashion, television and music. Nobody has really created that media haunt in Ibiza before, is that element important to you?
“I just wanna create great parties. If that attracts famous faces, then great but I never want what I do to be solely about that. Those people just want to be seen at the hottest parties, that’s why they come?”
Tell us about some of the famous faces who have been gracing the Pooldisco dancefloors in parties gone by…
“There have been many, Julien Macdonald, Matthew Williamson, Sadie Frost, Paloma Faith, Marvin Humes, Rochelle Wiseman, Adam Lambert, Lisa Snowdon, Nick Grimshaw and Henry Holland and loads more but I’m always too busy to even notice.”
Ibiza looks set for the busiest season for years, America has finally caught the EDM bug whilst the UK is set for another very busy festival season. Why do you think dance music and clubbing is once again at the forefront once again?
“With artists such as Guetta and the Swedish House Mafia breaking dance music into the mainstream, this has seen a massive meteoric rise in the market. People from around the world love to go out and want to listen and dance too the best and coolest music in the most stylish of clubs, parties and festivals. With so much economic dampness people want fantasy, the want to leave their troubles at home.”
Ushuaia and the rest of Ibiza has as usual, come under for a lot of stick for their expensive door and drink prices. 70 euros admission and 15 euros a drink – what are your thoughts on this debate? How can a venue charge so much money when there is a global depression taking place…?
“The prices are steep I admit but you have to remember that with venues like Ushuaia/Space and Pacha you’re getting the opportunity to watch, listen and dance to superstar DJs in some of the coolest clubs in the world, this has to come at a price. There are also many people that are not affected by the global depression, Ibiza is also a haven for the rich.”
What about the rest of the white isle, where are the beaches and restaurants we’ll be finding you this summer…
“I love the beach at Es Cavellet, that’s where I will be chilling for at least 5 minutes a week and taking dinner at Amante (Cala Llonga), this is such a special place.”
From a personal point of view, you have many close ties in the worlds of fashion and music, tell us a little about your history before Pooldisco…
“I’ve spent 20 years working creatively across some great music, fashion and drinks brands, from MOS, Fabric, The Cross, The Soho House Group, Space, Religion, Idol, Bacardi and Redbull. I love taking something from seed form, seeing its vision and then breaking down every door in my pathway to realise its dream, the challenge is everything to me. Pooldisco is my passion”
What are the plans for Pooldisco after Ibiza, there are a lot of swimming pools and soundsystems around the waterworld…
“My goal is to have a long term relationship with Ushuaia, events across the globe in unique pool locations, music releases, a clothing range and even Pooldisco’s own standalone venue. I even have an idea where we to take the Pooldisco concept into a warehouse/film studio space and do a pool party with no water…”
Pooldisco opens at Ushuaia on Saturday June 23rd.
http://facebook.com/pooldiscoglobal
http://www.ushuaiaibiza.com
