Event Design – Mädchen House Vol. 10 "Diversity Halloween" Ft. WestClass This project highlights the creative direction of Mädchen House Vol. 10: Diversity Halloween, a special Halloween edition of the Mädchen House series held at Bengkel Space, South Jakarta, in collaboration with WestClass. Building on the theme of the previous volume titled Diversity, this event explored the darker, mysterious side of diversity through a Halloween lens. The visual narrative combined eerie elements with festive energy embodied by the black-and-orange color palette and a playful pumpkin-headed figure as the central icon, symbolizing both fear and fun in celebration.
My Approach
My approach was to blend Halloween’s haunting aesthetic with the dynamic, inclusive spirit of Diversity. I focused on delivering a creative atmosphere that felt spooky yet vibrant, using moody lighting schemes, animated visual backdrops, and bold graphic elements. Every touchpoint from digital promotions to on-site visuals was crafted to immerse guests in a celebration that was dark in tone, yet lively in execution.
Vision and Innovation
The vision for Diversity Halloween was to reinterpret the idea of diversity through contrast by juxtaposing shadow and light, fear and festivity. The pumpkin-headed figure served as a playful yet eerie mascot, uniting the theme across all creative assets. Orange, as a color of warmth and celebration, was balanced against the starkness of black to reinforce both the fun and mystery of Halloween. The design direction aimed to push visual boundaries while maintaining coherence with the overarching Mädchen House identity.
Identifying Unique Challenges
One challenge was ensuring the Halloween theme didn’t overshadow the core message of Diversity. It was essential to present a unified visual identity that honored the spirit of the season while still aligning with Mädchen House’s inclusive and artistic brand. Additionally, the collaboration with WestClass required seamless integration of both creative voices into one cohesive event design.
Resolving Complex Problems
To solve these challenges, I created a modular design system that accommodated both brands while staying true to the Halloween concept. Visuals were animated using After Effects, combining eerie motifs like shadows and flickering light with colorful bursts of orange. Lighting was designed to evolve throughout the night from dark and ambient to bright and energetic. I also designed tickets, flyers, Instagram content, and table price list posters, each reflecting the event’s dual tone of spooky celebration and diverse expression.
Client-Focused Process
This event was developed in close coordination with both the Mädchen House and WestClass teams. Through ongoing dialogue and feedback, I ensured that each visual and thematic decision respected both parties’ creative direction. The collaborative process resulted in an event design that was integrated, expressive, and memorable.
Meeting Industry Needs
Diversity Halloween reinforced Mädchen House’s ability to adapt core brand themes to seasonal and collaborative contexts. The creative direction demonstrated how storytelling, branding, and event design can come together to offer guests a unique, emotionally engaging experience. It elevated the event beyond a typical Halloween party making it a reflection of identity, expression, and creative diversity within nightlife culture.
