Heidi Klum’s Halloween Party

A narrative-driven environment where access became the experience

Heidi Klum
In partnership with GSN and Helevator
New York City · 2015

MODA Role

Creative Direction · Environmental Design · Fabrication & Installation
(Project conceived and delivered under singular creative leadership)

Context

Heidi Klum’s annual Halloween Party is known for pushing spectacle, fashion, and theatricality to their limits.

In 2015, the event took on an additional narrative layer through a partnership with GSN and the network’s horror-themed game show Helevator. Entry to the party itself became an experience—guests were required to pass through the Helevatoras the only means of access to the event.

The environment was designed not just as a destination, but as a sequence—where anticipation, tension, and transformation began before guests even arrived at the party.

Scope & Contribution

MODA led the creative direction and environmental design for the event, shaping both the arrival experience and the primary party environment as a unified narrative system.

The work included:

• Developing the overarching creative concept tying the party to Helevator

• Designing the experiential access sequence that guests were required to pass through

• Designing the full event environment to support fashion, performance, and spectacle

• Creating custom scenic and architectural elements aligned with the horror narrative

• Managing fabrication, detailing, and onsite installation under tight live-event constraints

The experience was designed holistically—treating access, movement, and destination as inseparable parts of the story.

Design Intent

The design emphasized psychological transition.

By embedding narrative into the act of arrival, the environment shifted guests out of the everyday and into a heightened, theatrical state—setting the tone before the party even began.

Rather than functioning as décor, the space operated as a mechanism of transformation.

Outcome

The event delivered a fully immersive, story-driven environment that amplified both Heidi Klum’s Halloween legacy and GSN’s Helevator property.

By collapsing access, narrative, and spectacle into a single authored experience, the project demonstrated how experiential design can turn infrastructure itself into storytelling.

Attribution

This project was creatively directed, designed, and fabricated under MODA’s leadership, in partnership with GSN.