Milan, October 31, 2026 – Fiera Milano, Rho
Halloween in Milan took on an entirely different dimension on Saturday, October 31, as elrow brought its internationally renowned Horroween Festival to Italy for the very first time, transforming Fiera Milano into an enormous playground of electronic music, immersive entertainment and spectacular visual production.
With over 25,000 attendees and a completely sold-out event, the first Italian edition of Horroween exceeded expectations, delivering nine consecutive hours of music across two stages, each representing a different dimension of contemporary electronic culture.
More than just a Halloween party, Horroween was an ambitious celebration of the relationship between music, performance and creativity. From the colourful, surreal universe of elrow's Hallucinarium to the darker and more uncompromising sounds of the 240km/h takeover, the festival offered two contrasting experiences united by one common element: an overwhelming desire to keep the dancefloor moving.
For Victor Bendo Selections, the evening also represented another important opportunity to bring its editorial coverage directly into the heart of the international electronic music scene, documenting one of the most anticipated Halloween events of the year.
In This Article:
The First Italian Edition of Horroween
Hallucinarium: Inside elrow's Surreal Universe
An International Lineup for Nine Hours of Music
240km/h: A Different Dimension of Techno
Two Stages, Two Musical Identities
25,000 People and a Sold-Out Halloween
elrow's Growing Connection with Italy
A Special Thank You to Words For You
Final Thoughts
The First Italian Edition of Horroween
For its Italian debut, elrow chose Fiera Milano as the setting for a production designed to bring the brand's unmistakable identity to an entirely new scale.
On October 31, thousands of electronic music enthusiasts gathered in Rho, turning the venue into a massive meeting point for international club culture. The atmosphere began building from the earliest hours of the event, with an audience ready to experience something that went far beyond a conventional Halloween celebration.
The concept behind Horroween was built around the idea of creating an immersive environment in which music, theatrical performances, elaborate decorations and visual storytelling could coexist.
Rather than simply placing DJs behind a booth, elrow transformed the entire experience into a constantly evolving spectacle, where the audience became part of the production itself.
Across nine hours, two stages offered different musical directions and atmospheres, allowing visitors to move between two distinct interpretations of electronic music.
The result was an event that successfully combined the theatrical imagination of elrow with the intensity of a large-scale electronic music festival.
Hallucinarium: Inside elrow's Surreal Universe
At the centre of the festival stood Hallucinarium, the main stage and one of the clearest expressions of elrow's distinctive artistic identity.
Known internationally for its extravagant productions and psychedelic visual concepts, the brand once again demonstrated how far electronic music events can go when creativity becomes an essential part of the experience.
The Hallucinarium universe was brought to life through an explosion of colours, spectacular decorations and theatrical elements. Confetti filled the air, acrobats and performers moved throughout the production, while impressive scenic statues and a ceiling covered in psychedelic patterns contributed to an environment that constantly captured the audience's attention.
Every element was designed to create a sense of movement and unpredictability, making the stage feel less like a traditional festival setup and more like an enormous surreal world in which music and visual entertainment became inseparable.
The musical direction followed the same philosophy, with house and tech house providing the soundtrack to an atmosphere characterised by uplifting rhythms, energetic drops and an unmistakable festival spirit.
It was precisely this combination that made Hallucinarium such a central part of the Horroween experience: a place where electronic music was not simply something to listen to, but something to experience through every sense.
An International Lineup for Nine Hours of Music
The main stage welcomed an impressive selection of international artists, with Sharkœs, Bastian Bux, Tini Gessler, Andrea Oliva, Wade and Ilario Alicante taking responsibility for the musical journey throughout the night.
The lineup brought together different personalities and approaches to house and tech house, reflecting the international identity that has helped establish elrow as one of the most recognisable names in global electronic entertainment.
Each artist contributed to the broader musical direction of Hallucinarium, maintaining the connection between the dancefloor and the spectacular environment surrounding it.
From the groove-driven foundations of house music to more energetic tech house selections, the programming represented the kind of accessible yet club-oriented sound that has become synonymous with elrow's events.
The strength of the lineup also reflected the festival's ambition. Horroween was not conceived as a local Halloween party, but as an international electronic music gathering capable of attracting a large audience through a combination of established artists, recognisable musical identities and an immersive production.
240km/h: A Different Dimension of Techno
While Hallucinarium represented the colourful and playful side of elrow, the second stage offered a completely different experience.
Through its takeover by 240km/h, the festival introduced a musical environment dedicated to faster, harder and more intense electronic sounds.
Founded by Adrián Mills, 240km/h has developed into a platform associated with some of the most powerful expressions of contemporary techno, particularly the faster and more aggressive territories of hard techno.
Its presence at Horroween created an interesting contrast with the main stage, demonstrating the festival's ability to bring together different audiences and musical communities without limiting itself to a single interpretation of electronic music.
The second stage was led by GIØ, the back-to-back performance of Simone Zino and Fumi, Fumi's individual set, Adrián Mills, Serafina and Fatima Hajji.
The musical direction focused on relentless rhythms, driving basslines and high-intensity techno, creating an atmosphere built around speed, pressure and continuous energy.
The takeover represented an important addition to the overall festival concept, giving Horroween a broader musical identity and allowing visitors to experience a completely different side of electronic culture.
It also highlighted the growing importance of harder techno sounds within the international festival landscape, where audiences are increasingly embracing more intense and unconventional musical experiences.
Two Stages, Two Musical Identities
One of the most interesting aspects of Horroween was undoubtedly the coexistence of two very different musical environments.
On one side, Hallucinarium celebrated the colourful, theatrical and imaginative approach that has made elrow internationally recognisable. On the other, 240km/h explored the more intense and uncompromising side of electronic music.
These two identities might initially appear distant from one another, but their presence within the same event demonstrated the diversity of today's electronic music scene.
House, tech house, techno and hard techno all found their place within a single festival, creating an experience that could appeal to different generations of clubbers and electronic music enthusiasts.
Rather than forcing these musical worlds into one uniform concept, Horroween allowed each stage to maintain its own personality.
This approach was particularly effective in establishing the festival as more than a traditional branded event. It became a meeting point between different musical communities, united by the shared experience of celebrating Halloween through electronic music.
25,000 People and a Sold-Out Halloween
The most significant achievement of Horroween's Italian debut was undoubtedly its extraordinary audience response.
According to the official event announcement, the festival recorded a complete sell-out, welcoming more than 25,000 people to Fiera Milano.
These figures represent a remarkable result for the first Italian edition of the event and demonstrate the strength of elrow's relationship with the country's electronic music audience.
The turnout also confirms the growing demand for large-scale electronic music productions in Italy, particularly those capable of combining internationally recognised artists with distinctive creative concepts.
Nine hours of music, two stages and an immersive Halloween production created the conditions for an event that went beyond the traditional boundaries of a club night.
For elrow, bringing more than 25,000 people together for its first Horroween in Italy was not simply a successful debut. It was a clear statement about the potential of the Italian market and the audience's enthusiasm for ambitious electronic music experiences.
elrow's Growing Connection with Italy
Horroween's success also needs to be considered within the broader context of elrow's presence in Italy throughout 2026.
The Milan event represented the third major appointment organised by the brand in the country this year, following elrow Town at IREN Green Park in Reggio Emilia and elrow XXL at Raffo Parco Gondar in Gallipoli.
Together, these events demonstrate an increasingly strong connection between elrow and the Italian audience, with the brand continuing to expand its presence through productions that combine international standards with the distinctive identity of its creative universe.
The success of Horroween further reinforces this relationship, showing that Italy has become an important destination for the brand's international strategy.
More broadly, the festival reflects a wider evolution within electronic music culture. Audiences are no longer looking exclusively for a strong lineup; they increasingly expect complete experiences, where music, visual production, artistic direction and entertainment contribute equally to the overall event.
This is precisely the territory in which elrow has built its international reputation.
With its first Horroween in Italy now successfully completed, the brand has added another significant chapter to its history in the country.
A Special Thank You to Everyone Involved
For Victor Bendo Selections, Horroween Festival was also an important opportunity to continue developing its presence within the live electronic music scene.
Following previous festival coverage, being able to document another major international event directly from the venue represents an important part of the project's editorial development and its ambition to follow the artists, promoters and productions shaping contemporary electronic music.
A special thank you goes to Words For You for its support and for making this press coverage possible through the accreditation process. Opportunities like this are essential for independent music publications, allowing them to get closer to the events they cover and offer readers a more direct connection with the international music industry.
Victor Bendo Selections would also like to thank the Horroween Festival organisers, artists, performers and production teams, whose creativity, dedication and hard work helped bring this extraordinary Halloween experience to life.
Final Thoughts
With more than 25,000 attendees, a sold-out venue, two stages and nine hours of electronic music, Horroween Festival has made an impressive entrance into the Italian event calendar.
The combination of elrow's unmistakable visual creativity and the contrasting musical identities of Hallucinarium and 240km/h gave the festival a distinctive character, offering audiences two different ways to experience the same celebration.
Beyond the impressive numbers, the event demonstrated the importance of creating experiences that go beyond the music itself. In an increasingly competitive international festival landscape, productions capable of combining artistic vision, entertainment and strong musical programming have the potential to leave a lasting impression.
Horroween achieved exactly that with its first Italian edition.
For elrow, the sold-out debut at Fiera Milano represents another milestone in its growing relationship with Italy and a strong foundation for the future of the event.
For the more than 25,000 people who celebrated Halloween together in Milan, October 31, 2026, will remain a night defined by music, imagination and an enormous collective dancefloor.
And for Victor Bendo Selections, it was another memorable step in a journey dedicated to discovering, documenting and celebrating the music and events shaping the international electronic scene.
