viperrr
talk with @alessandro_magalini , creator of the iconic @viperrrnight
talk with @alessandro_magalini , creator of the iconic @viperrrnight
Viperrr nights is an event happening every friday in The Rocket Club. Doors open at midnight and the party goes until late, bringing all kinds of people together. It exists to counter the conventional. Viperrr aims to battle superficial dynamics, gender stereotypes, and a lack of inclusivity present in Milan's club culture. The party itself feels like a fashion show, packed with creatives not scared to experiment, it’s the perfect opportunity to try out your most expressive outfits. Inside there are three rooms. The main room, called “Theatre”, where you can hear hyperpop and pop remixes, also presents body and drag performances happening all night on the stage in front of the DJ. Behind this space you can find another room playing 2000’s anthems and upstairs you can dance to EDM, electroclash and alt rock music.
Viperrr nights is an event happening every friday in The Rocket Club. Doors open at midnight and the party goes until late, bringing all kinds of people together. It exists to counter the conventional. Viperrr aims to battle superficial dynamics, gender stereotypes, and a lack of inclusivity present in Milan's club culture. The party itself feels like a fashion show, packed with creatives not scared to experiment, it’s the perfect opportunity to try out your most expressive outfits. Inside there are three rooms. The main room, called “Theatre”, where you can hear hyperpop and pop remixes, also presents body and drag performances happening all night on the stage in front of the DJ. Behind this space you can find another room playing 2000’s anthems and upstairs you can dance to EDM, electroclash and alt rock music.
talk with @alessandro_magalini
My name is Alessandro Magalini. I started my career working across different areas of visual communication - art direction, photography, graphic design, and video. I’ve always been deeply connected to the creative world, especially within fashion and branding. Over time, I moved into the nightlife scene, where I began handling artistic direction for clubs and events, everything from visuals and content to music and overall identity. Within Viperrr, I’m responsible for shaping the creative vision and image of the project.
My name is Alessandro Magalini. I started my career working across different areas of visual communication - art direction, photography, graphic design, and video. I’ve always been deeply connected to the creative world, especially within fashion and branding. Over time, I moved into the nightlife scene, where I began handling artistic direction for clubs and events, everything from visuals and content to music and overall identity. Within Viperrr, I’m responsible for shaping the creative vision and image of the project.
How did you come up with the idea for Viperrr?
How did you come up with the idea for Viperrr?
The idea came quite naturally. My partner and I are from a small town near Lake Garda, where we felt there was a lack of spaces for anything alternative or culturally fresh. The nightlife there was very traditional, commercial, repetitive, and not very expressive. We wanted something different, something that reflected our world. At some point, we just thought “why don’t we create it ourselves?”. He comes from a strong PR background, and I come from the creative side, so it felt like the perfect combination to build something new.
The idea came quite naturally. My partner and I are from a small town near Lake Garda, where we felt there was a lack of spaces for anything alternative or culturally fresh. The nightlife there was very traditional, commercial, repetitive, and not very expressive. We wanted something different, something that reflected our world. At some point, we just thought “why don’t we create it ourselves?”. He comes from a strong PR background, and I come from the creative side, so it felt like the perfect combination to build something new.
What did the beginnings look like?
What did the beginnings look like?
The beginning was definitely challenging. We were operating in a small town, working with venues that were used to a completely different kind of audience and mentality. It’s never easy to introduce a new vision into environments that are rooted in more traditional club culture, often tied to superficial dynamics, gender stereotypes, and a lack of inclusivity. We were trying to build something that went in the opposite direction.
The beginning was definitely challenging. We were operating in a small town, working with venues that were used to a completely different kind of audience and mentality. It’s never easy to introduce a new vision into environments that are rooted in more traditional club culture, often tied to superficial dynamics, gender stereotypes, and a lack of inclusivity. We were trying to build something that went in the opposite direction.
What were the first challenges?
What were the first challenges?
One of the main challenges was exactly that - changing the mindset. We wanted to create a safe, inclusive space from day one, so we introduced a door selection immediately. Not to exclude people in a superficial way, but to protect the environment and make sure everyone inside could feel comfortable expressing themselves. Another big challenge came later, when we moved to Milan and shifted from a monthly format to a weekly event. What makes underground or niche parties special is their rarity, when something happens once a month, everyone shows up. Doing it every week is a completely different game. We had to find a very precise balance: staying true to our niche identity while also being accessible enough to consistently fill the space. Maintaining that balance between underground authenticity and broader appeal is still one of our biggest ongoing challenges.
One of the main challenges was exactly that - changing the mindset. We wanted to create a safe, inclusive space from day one, so we introduced a door selection immediately. Not to exclude people in a superficial way, but to protect the environment and make sure everyone inside could feel comfortable expressing themselves. Another big challenge came later, when we moved to Milan and shifted from a monthly format to a weekly event. What makes underground or niche parties special is their rarity, when something happens once a month, everyone shows up. Doing it every week is a completely different game. We had to find a very precise balance: staying true to our niche identity while also being accessible enough to consistently fill the space. Maintaining that balance between underground authenticity and broader appeal is still one of our biggest ongoing challenges.
How is Viperrr doing now?
How is Viperrr doing now?
Right now, we’re in our best phase so far. After a couple of years, we’ve established a strong presence in Milan and built a solid, loyal community. Viperrr is now recognized as one of the most relevant and recognizable party concepts in the city. Week after week, we’re able to create full, high-energy events while still maintaining a strong identity.
Right now, we’re in our best phase so far. After a couple of years, we’ve established a strong presence in Milan and built a solid, loyal community. Viperrr is now recognized as one of the most relevant and recognizable party concepts in the city. Week after week, we’re able to create full, high-energy events while still maintaining a strong identity.
What do you feel like it’s giving to the community?
What do you feel like it’s giving to the community?
I think Viperrr offers a genuine safe space where people can truly be themselves. It’s a place where you can meet open-minded, creative individuals, whether you’re into fashion, art, music, or just looking for meaningful connections. What makes it special is that it’s both a networking environment and something much more human. It’s not just about “being seen” or doing PR, it’s also about real relationships. I’ve seen friendships, collaborations, and even relationships and love stories start at our events. Knowing that people meet, grow, and build something meaningful through something we created is probably the most rewarding part.
What are the plans for the future of Viperrr?
What are the plans for the future of Viperrr?
Right now, the focus is on strengthening our presence in Milan and continuing to build a solid, self-sustaining system. Organizing a weekly event with a strong identity, new themes, visuals, and sometimes guests is very demanding, so we want to perfect that first. At the same time, we’ve started opening a second space within the event to give visibility to smaller collectives, emerging creatives, and alternative scenes, especially those connected to more underground or experimental cultures. In the future, once everything is fully stable, the goal is definitely to expand. We’ve already had opportunities in cities like London, Paris, and New York, but we prefer to grow in a more organic and controlled way. The vision is to eventually bring Viperrr to other cities across Italy, Europe, and beyond.
Right now, the focus is on strengthening our presence in Milan and continuing to build a solid, self-sustaining system. Organizing a weekly event with a strong identity, new themes, visuals, and sometimes guests is very demanding, so we want to perfect that first. At the same time, we’ve started opening a second space within the event to give visibility to smaller collectives, emerging creatives, and alternative scenes, especially those connected to more underground or experimental cultures. In the future, once everything is fully stable, the goal is definitely to expand. We’ve already had opportunities in cities like London, Paris, and New York, but we prefer to grow in a more organic and controlled way. The vision is to eventually bring Viperrr to other cities across Italy, Europe, and beyond.
If you would have to describe Viperrr with one word, what would it be?
If you would have to describe Viperrr with one word, what would it be?
Home. That’s what it is to me, and I hope it feels the same way for everyone who experiences it.
Home. That’s what it is to me, and I hope it feels the same way for everyone who experiences it.
What would you say Viperrr’s theme song is?
What would you say Viperrr’s theme song is?
“Die Young” by Kesha, specifically the Lil Texas remix. It’s been part of Viperrr since the very beginning, and it still perfectly captures the energy and spirit of the party.
“Die Young” by Kesha, specifically the Lil Texas remix. It’s been part of Viperrr since the very beginning, and it still perfectly captures the energy and spirit of the party.
initial.