Stepping into Terminal 5 on Friday (Mar. 8) located in Hell’s Kitchen, New York City, the atmosphere was instantly electric. The venue transformed into the vibrant microcosm of Bresh, dubbed the “Most Beautiful Party in the World,” was adorned with gigantic pink flowers hanging from the balcony levels and equally stunning Japanese cherry blossom trees, heralding the imminent arrival of spring.

Navigating through the sea of faces, illuminated by the glow of lit garlands around their necks and the sparkle of the disco ball, the sense of community was palpable. The night pulsed with the sounds of reggaetón, pop, and rock en español, with hits from Bad Bunny, Lady Gaga and Soda Stereo.

From its New York City beginnings at S.O.B.’s in 2021, growing from 500 to 1,500 attendees at Webster Hall last year, and now selling out Terminal 5 with 3,000 enthusiasts, Bresh has evolved significantly. Originating from an underground party in Buenos Aires in 2016, it has transformed into a global powerhouse, marking its presence in 16 countries and over 141 cities across more than 110 venues.

This remarkable journey is a testament to the vision and relentless drive of its founders, including DJ and graphic designer Alejandro “Bröder” Saporiti. Bresh has evolved into a movement focused on “dreaming bigger” and “creating community” through Latin culture. “Imagine how all great things start, a group of misfits with a dream and almost by accident,” Bröder tells Billboard Español. Yet, the meticulously curated experience of Bresh today is anything but accidental.

Celebrity appearances on Friday, from Lit Killah to Tuli Acosta and Paloma Mami, alongside past guests like Leonardo Messi and the World Cup champions, and artists like Rosalía, Young Miko, Duki and Emilia, underscore Bresh’s appeal. Its inclusive vibe warmly welcomes everyone, blurring the lines between celebrity and the common folk.

“We are all on the same level. The artists come down and they are just regular human beings,” adds Bröder. “The general public comes to the party and you are hanging with Rauw Alejandro or another big artist. We are all in the same place and that generates something beautiful.”

Bröder sheds light on how Bresh continues to captivate and redefine the nightlife experience: “Through this deep respect and appreciation we have for the people who join us, we’ve been able to forge a community,” he explains. “Those who attend Bresh feel part of something bigger — a global community that brings them into contact with people from all corners of the world.”

Here are five takeaways from the Bresh experience.

A quantum leap in the night

From its humble beginnings in 2016 in Buenos Aires, Bresh has charted a spectacular path, transforming from a gathering of friends to a global phenomenon. “Bresh’s growth was three-year catapult … a company run by young people,” reflects Bröder. The evolution from intimate parties to conquering stages such as Terminal 5 shows their tireless ambition: “We as a project will always dream of bigger things, of being able to reach new places, of being able to connect with more people, of being able to do shows of greater magnitude, and taking it to a more global terrain.”

Cultural relevance

Bresh has not only grown in size, but has cultivated a deep cultural resonance, creating a space where “people who go to Bresh feel part of something bigger,” says Bröder. “Today, it’s a global community.” In spaces often noted for their divisiveness, Bresh emerges as an inclusive haven, rejecting conventional barriers that oftentimes alienate.

“Sometimes I feel like I get to [other] places and the security says, ‘Yo, give me your ID!’ ‘I came to your place to enjoy it.’ And then, they say, ‘Yo, you on the list?!’ ‘Whoa, stop, crazy. I just wanted to come and enjoy myself,’” he describes. “It seems to me that we’re at a time in society and culture where there’s no place for that kind of separation anymore.” This ethos translates into an experience where each attendee finds “a sense of belonging, and being able to generate a sense of comfort.”

Stars among us

Bresh’s influence has attracted celebrities and artists looking for freedom and authenticity, claims the cofounder: “Many artists found in Bresh a space of union, a space where they can come and have fun,” he says. This phenomenon is reciprocal, with artists not only enjoying the party but also connecting with the public on a human level: “Artists come to our party to enjoy it, but of course, they see the people, they see the excitement with which they drive and they feel like sharing with them,” he adds.

“Bresh has become a place where you go to meet your peers, your colleagues, people in the industry, people who value who you are. Whether it’s Rosalía or someone from the new generation of Puerto Rico, [who attends],” says Bröder. “I remember when Young Miko came to Bresh, when she was relatively unknown — but she felt part of it, and today she is one of the most impressive figures of the new wave of música urbana.”

Global expansion

With offices in major cities around the world — like Madrid, Buenos Aires, Miami, and Mexico — and more than 200 employees, Bresh is firmly rooted both locally and internationally. “We dream of a tour, of a residency in Las Vegas… globally, continuing to deepen our reach everywhere,” Bröder stresses. This multifaceted approach ensures that no matter where it’s held, Bresh carries with it a spark of diversity and global connection.

“This year we’re going to be in Baja Beach Fest, as well as Tomorrowland for the first time for [the latter festival’s] 20th anniversary,” he notes.

The Latin pulse

“To understand the Bresh phenomenon you have to understand it as a platform, as a place where young and Latin American talent [mingle],” he explains. “I don’t like to enclose Bresh inside the box of a Latin party, because it seems to me that it can be much more than that: It’s a party with a Latin pulse. With that which characterizes us Latinos — the hospitality, the dancing, the expression, the fun, the affection, the touching, the sexy and the sensual. Many attendees understood that energy and made it their own.”