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The most fun and immersive electronic music experience will take over London, Milan and Valencia under the Horroween theme, while Madrid hosts a huge 30,000-capacity Halloween Takeover alongside Brunch and Industry City
elrow once again proves that Halloween is the perfect setting for its unique universe of partying, spectacle and immersive experiences. On October 31, Spain’s most successful event promoter will simultaneously deploy its full production across four cities in three different countries — Madrid, Valencia, London and Milan — with four major events bringing its unmistakable DNA to some of Europe’s most prominent venues. An international-scale operation that confirms elrow’s ability to transform a key date on the calendar into a truly global experience.
The proposal is divided into two formats. On the one hand, Horroween, elrow’s Halloween concept, arrives in Valencia, London and Milan with productions specially designed for the occasion and an atmosphere inspired by the world of horror. On the other, Halloween Takeover Madrid, a special collaboration with Brunch and Industry City, will transform Recinto Iberdrola Music into a gigantic 12-hour party setting.
From Madrid to Sagunto: two Spanish mega-events for a historic Halloween night
In Madrid, Halloween Takeover will bring together more than 30,000 people at Recinto Iberdrola Music on October 31, running from 2:00 PM until 2:00 AM. The event, developed alongside Brunch Electronik and Industry City, will feature three stages and twelve hours of programming, establishing itself as one of elrow’s major bets for the season. It is a different format from Horroween: a special celebration created in collaboration with two of the biggest names in Madrid and Spain’s events scene, with elrow bringing its universe to an event of truly massive proportions.
“Putting four major events into operation on the same day, across three different countries, is probably one of the most ambitious operations we are taking on this season and reflects the international scale elrow has reached. But Madrid also represents a very particular challenge: we are arriving at a new venue and doing so by joining forces with Brunch Electronik and Industry City, two projects with whom we share the ambition of continuing to raise the scale and quality of major events in the capital. The Halloween Takeover was born precisely from that union and from our commitment to continue building proposals in Madrid that go beyond simply repeating existing formats,” says Cruz Arnau, Brand Steward and co-founder of elrow.
Get your tickets here: https://www.halloweentakeover.com/
In Sagunto (Valencia), the Horroween Festival Winamax Valencia will take over Recinto Internúcleos for the first time on October 31. More than 20,000 attendees will be able to enjoy a production lasting over 12 hours, from 2:00 PM to 2:00 AM, spread across three stages. The event, produced alongside Industry City, also marks elrow’s arrival at a new venue and opens a new chapter for the brand in Valencia.
“The arrival of Horroween Festival in Sagunto is an important step for elrow and reflects our commitment to Valencia. Launching at a new venue always has something special about it, because it allows us to start building a relationship from scratch with the surroundings and its audience. We are arriving with great ambition, but also with the responsibility of creating an edition that makes sense here, connects with the people and lives up to a date as significant as October 31. For us, it is not simply about arriving at a new venue, but about opening a new chapter for elrow in Valencia,” explains Juan Arnau, Chief Global Brand and founder of elrow, highlighting the ambition to build a relationship from scratch with the new venue and its audience.
Get your tickets here:
https://www.enterticket.es/eventos/elrow-horroween-festival-winamax-valencia-2026-343253
Horroween takes over Europe with two international events
In London, elrow will return to Drumsheds after two years for a new edition of Horroween. It will be the brand’s fourth appearance at the venue, following its editions in 2021, 2023 and 2024. Under the motto “FEAR NEVER SOUNDED THIS GOOD,” up to 15,000 people will experience the event from 1:00 PM to 10:30 PM across three stages: Horroween, 240Km/h — dedicated to hard techno — and a space curated by a local collective. An immersive, cinematic production inspired by classic horror stories will feature artists including MK, Patrick Topping, Wade and a live performance from Oden & Fatzo, bringing musical diversity to the British edition.
Get your tickets here: https://elrow.com/es/events/1308/london-horroween-10312026
Finally, Milan will host Horroween’s Italian debut. The event will take place at Fiera di Milano and welcome up to 20,000 people from 7:00 PM until 4:00 AM. Two stages, Hallucinarium and 240Km/h, will provide the setting for a night that will bring the Horroween concept to the Italian city for the first time. As in London, the décor 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.
Get your tickets here: https://elrow.com/es/events/1311/milano-horroween-10312026
With four events, three countries and thousands of attendees expected on the same day, elrow is turning Halloween 2026 into a powerful demonstration of its international reach. Madrid, Valencia, London and Milan will share the same spirit of celebration, while each city will have its own identity and production, once again confirming elrow’s ability to adapt its universe to different audiences, venues and scales without losing its essence: turning the dancefloor into a place where partying, music, theatre and imagination come together.
