“At the beginning, I thought of calling it ‘El taller del olvido’ because at that time I had the idea that going to a disco meant going to erase, to live new experiences and to forget.” — Antonio Escohotado.
Amnesia isn’t just a name. It’s a catalyst. Only by forgetting everything and living in the present can you truly be free. In a world filled with posing, selfies, dress codes, followers, and all kinds of bullshit that mess with our heads, forgetting becomes a true act of rebellion.
We have rebuilt Amnesia’s brand from the ground up: strategy, creative direction, and visual identity. And this is just the beginning of a long road, but the most important thing is bringing it back to the idea it was born from: forgetting is the only way to freedom.
Amnesia was founded — and is still run — by clubbers. This is one of the brand’s pillars, by clubbers for everyone. Peace, Love, Unity & Respect. Respect for the music. Respect for the DJ. Respect for each other and for themselves.
That’s why we revisited the rave spirit using intense colors, brutalist layouts, and visual overload, reflecting both our culture and the fragmented, incoherent nature of memory itself.
