There is a certain symmetry between the Ushuaia and Pooldisco brands; both launched in much smaller venues – Ushuaia in a small beach front location further along Bossa Beach and Pooldisco on the rooftop of Shoreditch House in London, both attracted its fair share of celebrity clubbers, both grew as a result of hosting amazing parties and both came to prominence in the unusually short time of four years, did someone say match made in heaven? It’s no wonder that, given their similarities, both found each other on Ibiza and after Pooldisco’s Ushuaia debut last Saturday, no one can argue that it was meant to be. Essentialibiza caught up with Mark Herman as he popped back to London for a few days before returning to the island for week two of Pooldisco’s Ushuaia residency…
What was the original idea behind Pooldisco?
When Shoreditch House opened, having been an event producer before (as in having a taste for putting on great parties), I fell in love with the venue. Queen Vanessa and I came up with the idea of throwing a sunset rooftop party on the August bank holiday of 2007 for the members and my VIP contacts. The party was just focused around the pool for a couple of hundred people but was a great success. I called it Pooldisco.
Did the level of success you achieved in London in such a short space of time surprise you?
No, not really as Pooldisco was a very special party. We only invited Soho House members and my VIP guest list and the venue was used in a very specific way. The roof restaurant and the Secret Garden were extracted and 2 dance floors created giving room for a 1000 people to party across the roof. And being the only roof top pool party in London… the rest is history!
How would you describe your music?
Cool, underground and sexy.
It’s known for attracting numerous celebrities in London, who is the most famous person you’ve looked after?
Have any celebrities misbehaved that you can tell us about?
Ha-ha, yes, but not that I can tell you about – we’re always very discreet.
Where did the hook up with Ushuaia come about?
I saw pictures of the venue on the Internet last year, they blew me away, I literally felt sick to the stomach with excitement. I knew I wanted to grow my brand and felt an incredible connection towards Ushuaia, my brand and theirs matched! I literally spent two months in Ibiza last year camping out daily in Ushuaia’s reception, waiting for Yann Pissenem to arrive, each day speaking to him, telling him more and more about myself and about my brand. Two months ago, I got the call from Heaven!!
Give us an insight into how you prepared for the summer season and your party launch?
I’m working with my best friend, Donovan Pascal. We worked together at Religion Clothing (he was head of design, me head of marketing). We’ve spent many hours and many trips back and forth to the island brainstorming the creative.
Did the launch live up to expectations?
It was a bit of a dream really, I could not believe it was actually taking place. Seeing the Pooldisco logo on the screens outside the venue and on the massive one behind the DJ booth was a total moment! Yes it lived up to all of my expectations, though it went by too quickly!
What can we expect from Pooldisco throughout your residency?
Great atmospheric parties, super cool DJs combined with amazing production and Microchunk visuals. We are giving people more than just a night out. Pooldisco is an experience!
What was your first experience of Ibiza?
I took my sister there for her 21st birthday(I was 23), many many years ago! It blew me away, it was total fantasy.
Logistically, what are the main differences between promoting a party in London or Ibiza?
It’s hot and its all about MANANA!
What will make this a successful first season for you?
Busy parties and happy clubbers.