Event Design – Mädchen House Vol. 3 "Where is Home" This project documents the creative direction behind Mädchen House Vol. 3: Where is Home, held at Hotel Monopoli, South Jakarta. As the third chapter in the Mädchen House event series, this volume continues the narrative arc following Leave Some Love, which explored themes of love and connection. Where is Home asks a deeper question: what happens when love is lost? The event theme reflects a journey of emotional searching symbolized through soft pink tones accented with red, and a visual icon of a car floating among clouds, representing a feeling of being lost in search of belonging.
My Approach
My approach was to craft an immersive, emotionally resonant experience that visually tells the story of longing and introspection. I blended elements of dreamy visuals with urban melancholy, using color, motion, and layout to create an atmosphere that felt both intimate and surreal. Every design touchpoint from lighting and motion backdrops to printed and digital promotional assets was developed to reflect the narrative of searching for “home.”
Vision and Innovation
The vision was to deepen the storytelling established in the previous volumes, elevating the event from a party experience into a branded emotional journey. By integrating warm pink hues with striking red accents, the visual theme conveyed both the softness of memory and the urgency of loss. The use of a floating car icon in the visuals added a surreal yet symbolic dimension, portraying the disoriented search for a place or person that once felt like home.
Identifying Unique Challenges
The challenge was balancing emotional storytelling with the energy and visual excitement expected at a nightlife event. The visual concept needed to feel introspective without losing vibrancy, and the design elements had to unify across various platforms and media both digital and physical.
Resolving Complex Problems
To solve this, I created a cohesive visual language that used motion graphics, lighting design, and thematic iconography to translate abstract emotional themes into tangible visual experiences. Motion backdrops were animated in After Effects, featuring soft clouds, shifting lights, and the signature car icon. Lighting design was tailored to enhance the mood, shifting from soft glows to sharper reds during key musical transitions. I also designed event tickets, flyers, Instagram content, table price posters, and directed photography to align with the overarching narrative.
Client-Focused Process
As with previous volumes, the event was developed in close collaboration with the Mädchen House team. Their input helped shape the tone of the narrative, while feedback sessions ensured every design element remained consistent with the event’s emotional and visual goals.
Meeting Industry Needs
Where is Home expanded the identity of Mädchen House as a brand that not only delivers nightlife entertainment but also emotional and artistic storytelling. The design work demonstrated how events can evolve into immersive experiences with narrative depth enhancing guest engagement and setting a new standard for creativity in the nightlife and event design industry.
