elrow's most global Halloween with four simultaneous events in three different countries

The most fun and immersive electronic experience will take over London, Milan, and Valencia under the Horroween theme, while Madrid hosts a massive 30,000-person Halloween Takeover together with Brunch and Industry City.

elrow once again proves that Halloween is a natural territory for its particular universe of partying, spectacle, and immersion. This coming October 31st, the most successful Spanish promoter will simultaneously deploy its machinery in four cities across three different countries—Madrid, Valencia, London, and Milan—with four major events that will bring its DNA to some of the most prominent venues in Europe. An international-scale operation that confirms elrow's ability to turn a key date on the calendar into a global experience.

The proposal is divided into two formats. On one hand, Horroween, elrow's Halloween concept, which arrives in Valencia, London, and Milan with productions specially designed for the occasion and a setting inspired by the imagery of terror. On the other, Halloween Takeover Madrid, a special collaboration with Brunch and Industry City that will turn the Recinto Iberdrola Music into a gigantic 12-hour party stage.

From Madrid to Sagunto: two Spanish macro-parties for a historic Halloween night

In Madrid, Halloween Takeover will bring together more than 30,000 people on October 31st at the Recinto Iberdrola Music, from 2:00 PM to 2:00 AM. The event, developed together with Brunch Electronik and Industry City, will feature three stages and twelve hours of programming, consolidating itself as one of elrow's major bets for this season. It is a different format from Horroween: a special celebration in collaboration with two of the big names in the event scene both in Madrid and in Spain, in which elrow will transport its universe to a day of massive dimensions.

Launching four major events on the same day, in three different countries, is probably one of the most ambitious operations we have faced this season and speaks to the international dimension that elrow has reached. But Madrid also represents a very particular challenge: we are arriving at a new venue and we are doing so by joining forces with Brunch Electronik and Industry City, two projects with which we share the ambition to continue raising the scale and quality of major events in the capital. The Halloween Takeover is born precisely from that union and from our commitment to continue building proposals in Madrid that are not limited to repeating formats.

— Cruz Arnau, Brand Steward and co-founder of elrow

Horroween Festival Winamax debuts in Sagunto

In Sagunto (Valencia), the Horroween Festival Winamax Valencia will occupy the Recinto Internúcleos for the first time on October 31st. More than 20,000 attendees will be able to enjoy a production of more than 12 hours, from 2:00 PM to 2:00 AM, spread over three stages. The event, held together with Industry City, also marks the arrival at a new space and opens a new stage for elrow in Valencia.

The arrival of Horroween Festival in Sagunto is an important step for elrow and reflects our commitment to Valencia. Debuting a new space always has something special, because it allows us to start building a relationship from scratch with the environment and its public. We arrive with a lot of ambition, but also with the responsibility of creating an edition that makes sense here, that connects with people and lives up to a date like October 31st. For us, it is not just about arriving at a new venue, but about opening a new stage for elrow in Valencia.

— Juan Arnau, Chief Global Brand and founder of elrow

Horroween conquers Europe with two international dates

In London, elrow will return to Drumsheds after two years to celebrate a new edition of Horroween. It will be the brand's fourth appearance at this space, following its 2021, 2023, and 2024 editions. Under the slogan “FEAR NEVER SOUNDED THIS GOOD”, up to 15,000 people will experience an experience divided into three stages between 1:00 PM and 10:30 PM: Horroween, 240Km/h—dedicated to hard techno—and a space for a local collective. An immersive and cinematic production inspired by the great classic tales of terror that will feature, among others, artists such as MK, Patrick Topping, Wade, or a live set by Oden & Fatzo, bringing musical diversity to the event on British soil.

The premiere of Horroween in Italian territory

Finally, Milan will be the setting for the debut of Horroween in Italy. The event will take place at Fiera di Milano and will bring together up to 20,000 people between 7:00 PM and 4:00 AM. Two stages, Hallucinarium and 240Km/h, will serve as a meeting point for a night that will bring the Horroween concept to the Italian city for the first time. As in London, the decoration will focus on an immersive and cinematic experience inspired by classic horror stories, while the lineup and the rest of the activities will be revealed soon.

With four events, three countries, and thousands of attendees expected on the same day, elrow turns Halloween into a demonstration of international strength. Madrid, Valencia, London, and Milan will share the same spirit of celebration, but each city will have its own identity and production, confirming once again elrow's ability to adapt its universe to different audiences, spaces, and scales without losing its essence: turning the dance floor into a place where party, music, theater, and imagination meet.