Everyone knows the cherries. Bright red, two of them hanging next to each other, touching each other. Were you to create a quiz for logos and their brands, the M would stand for burgers, the apple for computers and the swoosh for sporting goods. And red cherries? They would stand for Pacha, and Pacha stands for party. For euphoria, hedonism, glamour and – yes, that too – sex.
Pacha has long-since become a franchise, the strongest nightlife brand in the world with almost 20 branches, in New York, London and Buenos Aires, in Marrakesh, Ischgl and Sharm el-Sheikh. The empire includes a record label, a fashion line, boutiques, boats, bars and restaurants – the whole gamut of merchandizing, worth an estimated 400 million. Hallelujah. But the epicenter of the entire concern remains Pacha Ibiza. It is both the beginning and the end, the most important club in the world. A finca that was still small in 1973, but which grew to greatness. Back then, it was in the middle of a wasteland, but today the area is a brand new city quarter, Ibiza Nova, not far from the yacht harbor.
“If electronic music were a religion, then Pacha would be its church,” the DJ Chuckie once said. In other words, quality is timeless and Pacha is a sacred authority. It is a pilgrimage site built on beats. The club music that works here works around the world. That is the Pacha Doctrine.