Event Design – Mädchen House Vol. 6 "Valentina" This project captures the creative direction of Mädchen House Vol. 6: Valentina, a Valentine’s-themed event held at White Rabbit, South Jakarta. As the fifth volume in the Mädchen House series, Valentina marked a shift into a more romantic and celebratory atmosphere commemorating the spirit of love in full bloom. The title and theme were inspired by Valentine’s Day, with a visual identity centered on a heart-shaped motif enclosing a butterfly, symbolizing growth, transformation, and gentle affection. The event represented Mädchen House’s presence as a creative companion to the season of love.
My Approach
My approach focused on creating a harmonious and enchanting visual environment that felt intimate, joyful, and reflective of the Valentine’s spirit. I developed a concept that combined soft white tones and gentle pink hues with glowing accents to evoke warmth and harmony. All visual assets from ambient lighting and animated screen visuals to promotional materials and digital content were designed to feel cohesive, elegant, and emotionally resonant.
Vision and Innovation
The vision for Valentina was to position Mädchen House not only as a nightlife brand but also as a creative force that could interpret emotional and cultural themes through design. The butterfly-in-heart icon served as the focal point of the event’s visual language, representing love in bloom and emotional transformation. Glow effects, soft gradients, and clean compositions were used to create a dreamy, romantic tone that felt both contemporary and timeless.
Identifying Unique Challenges
The challenge was to create a Valentine’s-themed design that felt fresh, modern, and on-brand avoiding cliché while still embracing universal symbols of love. It was also important to maintain balance between softness and energy, so that the event retained its vibrant, nightlife character while embracing a more tender theme.
Resolving Complex Problems
To meet these goals, I crafted a detailed design system using After Effects for animated visuals, supported by a complementary lighting scheme that played with glowing whites and blush pinks. Each touchpoint including ticket designs, Instagram content, table price list posters, and flyers was aligned with the event’s tone of romance and celebration. The butterfly and heart motif was incorporated across visuals, subtly reinforcing the theme without overwhelming the aesthetic.
Client-Focused Process
As with every Mädchen House volume, the design and creative process was deeply collaborative. I worked closely with the organizing team to ensure that each visual decision reflected their vision for a warm, engaging, and aesthetically captivating event. Feedback and refinement cycles helped fine-tune the emotional tone, ensuring the final outcome felt personal and elevated.
Meeting Industry Needs
Valentina demonstrated Mädchen House’s ability to adapt its creative direction to seasonal and emotional contexts while preserving brand consistency. The design language helped the event stand out in a competitive Valentine’s season, offering a visually cohesive and emotionally resonant experience. This project strengthened Mädchen House’s positioning as a design-driven event organizer capable of turning cultural themes into immersive, artistic nightlife moments.
