In a story that dates back thousands of years, truly terrible and dark, today we've turned it into a celebration to make children laugh and encourage adults to dress up for a soirée – genuinely remarkable.



Halloween is one of those stories that has managed to captivate everyone, perfectly timed between the back-to-school rush and Christmas.
It triggers not just a peak in business but also a surge in festivities, laughter, and most notably, the opportunity to hide behind the most frightening mask possible, all in the name of playful pranks while incognito.
Originally an Irish urban legend, during its inception, we were far from amusing ourselves by scaring the neighbors.
It involved pacts with the devil, demonic spirits haunting the outskirts of villages, pacified through sacrifices and offerings... It also signifies the onset of the dark season, a time of the Celts, druids, and witches.
Early November marks the end of the season of light, transitioning into a period of stormy skies, piercing cold, and ideal conditions for all sorts of occult manifestations.
The transition between the two seasons was also considered a possible period for the return of spirits of the dead – sometimes malevolent spirits that the Celts sought to ward off by wearing terrifying masks and costumes while lighting countless fires on that night.


One might wonder how this now-popular festivity managed to weave its way through the annals of history, permeating numerous cultures and countries worldwide.
Halloween made its quiet beginnings in Belgium in the 1990s, initially with turnips rather than pumpkins (related to the St. Martin's Day in Flanders and Grign' Dints in Wallonia). It gained momentum notably with the launch of a new phone, "Olaween," in France, supported by a significant national campaign by France Telecom.


Additionally, Coca-Cola organized the first Halloween party at the Zenith in Paris and hundreds of events across France, including at Disneyland Paris, a tradition that continues even today. Thus, Halloween made its European debut not by leaning into occult legends but by adding a family-oriented perspective to this perfect occasion for a good scare, just before the Day of the Dead. One thing is for sure, Halloween has managed to captivate everyone!
Children adore it, and their enthusiasm for having the coolest and most awesome costumes has influenced the grown-ups.



Initially out of necessity, but also because it's the best opportunity to genuinely dress up and go out incognito without being recognized! There are few occasions that legitimize and encourage dining with Dracula, a headless man, or Frankenstein – but they exist and are as prevalent as today.
In Brussels, almost all good restaurants celebrating Halloween are fully booked, and the countless private and public parties are packed with variously kind-hearted demonic creatures.

We love it – both the children in their quests for candies around the neighborhoods and us, in our desires to embrace our slightly darker side, dressed as gory witches or zombies. On this night, the look matters – it's about being scary, as fear remains an essential part of the celebration.
Let's not forget its origin!
Wishing you all a fantastic Halloween – may it be a delightful day and a spooktacular evening for everyone!