Transforming a signature brand event into an immersive theatrical mystery across Copenhagen. We created a multi-day experience built around the playful question: “Who Stole Halloween?” When NYX Professional Makeup Nordic secured hosting rights for the official European Halloween event, we developed a narrative where iconic villains from Catwoman, Poison Ivy, The Joker, Beetlejuice, Mr. Freeze and Freddy Krueger left cryptic clues throughout the city. From Tivoli Gardens welcome activities to a designer pop-up fashion show and the grand reveal at Søpavillonen featuring cosplayers, illusionists, and drag performances, every moment advanced the storyline.