A label to energize Swiss culture and clubbing

It’s the story of two friends who have been collaborating for about a decade in the Swiss event and clubbing scenes. Festivals, bookings, club nights, artistic direction, concerts, and artist management define their shared passions for music and event organization.

House of Perreo has become their first series of events themed around Reggaeton and its new derivatives

The two friends' brief was clear: "Let's break away from the visual clichés surrounding Latin music" – "We need a hybrid brand that can adapt to our future projects" – "Today we represent clubbing events, tomorrow perhaps a label to produce artists."

We needed to immerse ourselves in the musical and cultural universe of this new brand. To do so, we turned to San Juan and Puerto Rican parties via YouTube, Spotify, and SoundCloud. Hours of watching and listening later, the atmosphere and colors were born.

The brand name reflects the "Hybrid" keyword from the brief. We chose a name deeply inspired by the street culture of New York, Miami, and Puerto Rico… and a unique trait of the oral communication of South American immigrants in the United States: Spanglish.

This name is inspired by and rooted in the practice of mixing Spanish and English within the same sentence. Thus, our first "Bilingual" brand name emerged: House of Perreo.

"House" comes from the desire to evoke block parties and gatherings in family homes in San Juan. In this "Soirée/House," the "clubbers/family" feel right at home.

"Perreo" is about building a brand with music at its core. And when it comes to Caribbean music, dance is also a part of the package. If there is a word as strong, important, and inseparable as "Reggaeton," it’s "Perreo," which is the name of the dance that accompanies Reggaeton.

We thus had a hybrid, contemporary name ready to enliven the nights of Romandy: House of Perreo.

This new brand had to "Dance" both through its core business (organizing clubbing events) and through the energy that Reggaeton exudes. House of Perreo would be vibrant, dancing, and free.