About us
Discover the story and vision that gave birth to the realm of Monsterland.
Our Story
Monsterland was born from the idea of William Gay, founder and creative mind of the project, a Milan-based promoter and entrepreneur who, since 2010 with his agency Unconventional Events, has been creating innovative and trend-setting events and festivals in Italy and across Europe.
His vision has always been clear: to create a unique experience that went beyond music, combining spectacular stage designs, immersive shows, and the magical atmosphere of Halloween night.
From a small local event to one of the most iconic festivals in Europe, Monsterland has grown year after year, while staying true to its mission: connecting people through music, fun, and the darkest and most visionary imagery.
For fifteen years, the Monsterland Halloween Festival has turned Halloween into a unique experience, filled with music, shows, and immersive atmospheres. Born from the creative vision of Unconventional Events, the festival has constantly grown, evolving from its early intimate editions to an international event attracting tens of thousands of people. Thanks to a mix of innovation, attention to detail, and a curated selection of national and international artists, Monsterland is now recognized as the biggest Halloween festival in Europe.
Timeline
Foundation and first year of Monsterland at Hotel Ca Bianca in Milan with 4,200 attendees.
Monsterland reached its peak in Milan with 25,000 participants at Scalo Farini, where a custom-built village with over 15 stages consecrated the festival among the most important in Italy.
Move to Ferrara, in the evocative setting of the Este Castle.
Record-breaking event at the Ferrara Fairgrounds, attracting over 40,000 participants.
The Enzo and Dino Ferrari Racetrack in Imola has been transformed into Europe’s largest Halloween city:
over 35,000 people, 12 stages, and 11 hours of shows.
The next edition is taking shape. Stay tuned!
Gallery
Unconventional Events
Unconventional Events is the creative agency that, since 2010, has been turning entertainment into extraordinary experiences. With an innovative vision and a unique approach to event production, it conceived and developed the Monsterland Halloween Festival, now recognized as the biggest Halloween festival in Europe and a symbol of spectacle and innovation.
Thanks to a curated selection of national and international artists, the use of advanced technology, and continuous creative research, the agency has brought to life an iconic and ever-evolving format.
Over the years, Monsterland has grown to become a benchmark in the European scene, while keeping its authentic soul alive through passion, innovation, and the pursuit of excellence.
