Unboxing Magic
There are gigs, and then there are experiences. Last week, I had the privilege of performing for SIG, a global leader in sustainable packaging, and it was a night that reminded me exactly why I do this.
The Venue: An Italian Masterpiece First, we have to talk about the setting. The event took place at Duomo Dubai in The Dubai EDITION. If you haven’t been, calling it "amazing" is an understatement. It brings a slice of palatial Italian luxury right to the heart of Downtown Dubai. With its soaring ceilings and immersive digital art projections, the venue feels like a theater before you even step on stage. It was the perfect backdrop for a night of sophistication and wonder.
The Challenge: 3 Weeks to Prepare The timeline for this show was tight—I had just three weeks to prepare. For a standard set, that might be fine, but I wanted to do something special. I didn't want to just perform at the event; I wanted to perform for the brand.
Making the Brand the Magic Since SIG is all about innovative packaging, I decided to customize a specific illusion just for them. I took a prop box and customized it with a prominent sticker of the SIG logo, making it the centerpiece of the routine.
It seems like a small detail, but in magic, the details are everything. When I took the stage, that box wasn't just a prop; it was a part of their identity. The trick worked perfectly, and seeing the client visibly impressed was the best reward I could ask for. It’s always a thrill when a custom idea comes together, especially with a tight deadline!
A Global Connection Reflecting on the night, I realized how lucky I am. Standing there at Duomo, I wasn’t just performing for a local crowd; I was meeting people from all over the world who are part of the SIG family. It is one of the greatest perks of being a magician in Dubai—getting to connect with such a diverse, international group of people in one room.
A huge thank you to the team at SIG for trusting me with their entertainment, and to Duomo for providing such a breathtaking stage.