ARII L
Good taste, real friendships, and a story nobody's told yet.
Right now the personal account is just that, and the DJ handle is brand new. Meanwhile there are thousands of DJs online posting more or less the same photo of themselves behind the decks with their arms in the air.
Ariel doesn't need a million followers. He needs a few thousand of the right ones and a long run of beautiful rooms. What we're building towards is him being in the places where the good nights happen.
Years on the dancefloor. Now a new chapter behind the decks.
Most DJs spend a career trying to get into rooms like these. Ariel already knows them. He's spent years in them, watching what makes a night lift and what makes it die, and stepping behind the decks was always going to happen sooner or later.
There's a joke he makes about his grandchildren one day saying "can't believe that guy was cool once". It's funnier than it should be, because he's still going.
The mountains
at first light.
Times worth remembering.
Every room already has something going on before a record is even playing. A club, a beach, a mountain at sunrise. People dancing near each other, meeting, a bit of excitement in the air. That's what we've got to work with.
And underneath it there's always a charge. It's in the music and it's in the room, in the gap between people who haven't spoken to each other yet. An old record in a new place. Something warm playing at four in the morning.
Why that night?
The song holding this room is about what happens between people. He's played it in Ibiza, in a London basement and on a mountainside at sunrise, and it lands the same way every time. Everyone in the room arrives somewhere together.
Those are the stories worth telling. Not the set list or the equipment, but the people who were there. Who met who. What felt raw that night. Why somebody still thinks about it.
Marbella by
day and night.
A room of his own.
Instagram takes the stories out into the world, and the website is where they actually live. It's the link Ariel sends when a club's events director wants to know who they'd be booking.
It really only needs to do two things. Convince someone in half a minute, and make it easy for them to listen, follow or get in touch.
Listening Rooms.
Atmospheres rather than genres. Each room is a place with a playlist and a story attached, put together the way you'd actually play music for someone: slow, dark, unhurried. With headphones on it wraps around you. Further down the line we could build the same rooms for a headset, so you can stand inside them.
We'd start with three and add another whenever there's one worth adding. Every new room gives people a reason to come back and something to send them. A shop can come later, once there are people to open it for.
The next rooms and how to get in.
Plus a small email address at the bottom of the page for anything else.
London
after midnight.
An extension of the rooms.
The grid is where each night gets retold. What the light was like, who was there, the record that held the whole thing together. It goes up when there's something worth posting rather than on a schedule.
It's all storytelling. Every post should feel like a page from the same book the website is writing.
One thing to be straight about: we'd rather not run the account day to day. What we're good at is setting it up properly, so what we'd give you is the guidelines and the layout rules. Which posts go where, how the archive gets used, what the captions sound like, what the palette allows. Once that's written down, Ariel can post it himself without much thinking, or we can help find the right person or small agency to take it on.
The morning
after.
This is the order we'd do things in over the first year. Get the foundations right, work out what people actually respond to, then start opening doors.
Why that room? Why that night?
The test for everything we make is the same: does it tell the story of the room he was in? The charge in the air, the atmosphere, the people who found each other there, and why somebody still remembers that night.
None of this is set in stone. It's a starting point for a proper conversation, so tell us what you like, what you don't, and where you'd want to go deeper.
made with care for ariel
How we
build it.
Each phase stands on its own and ends with something finished, and nothing starts until you've signed off the one before it. That keeps the scope honest and leaves the decisions with you.
If phases one and two look right to you, we could start within a fortnight. And if they don't, tell us what to change and we'll rework it.