Behind the Magic: A creative Journey through the new Orlando Magic logo unveil installation

When the Orlando Magic approached us to help unveil their new logo, we knew we didn’t want to just hang a banner or drop a press release — this needed to be an experience. So, we teamed up with the Magic to create a five-wall immersive installation that celebrated the past, showcased the creative journey, and honored the future of the franchise.

Each wall was designed to tell a piece of the story — from vintage memorabilia to never-before-seen design concepts and even a sneaker chandelier. Here’s a look behind the scenes.

Left to right: Chris Jones, Shelly Wilkes, Owen Fasolas, Peterson Guerrier

🧢 1. The Evolution Wall

We kicked things off with a visual timeline of the Magic’s logo evolution — from the original mark that fans grew up with, to the newly unveiled design. This wall gave a behind-the-scenes look at the creative process, showing how the team’s identity has matured while staying true to its roots.

📸 2. The Memorabilia Wall

To honor the team’s history, we designed a custom display wall featuring authentic pieces of Magic legacy — jerseys, signed basketballs, pennants, and even original court wood. Front and center sat the classic logo, a reminder of where it all began.

👟 3. The Sneaker Chandelier

A true show-stopper. We created a sculptural chandelier made of all-white sneakers, each embedded with screens that looped highlight moments from iconic games. Suspended inside a sculpted portal, this piece celebrated the literal and metaphorical journey of the Magic — one step at a time.

🛠 4. The Design Studio Wall

What does the design process actually look like? We recreated a designer’s workstation, complete with sketches, swatches, tools, and pinned ideas. This wall allowed fans to see how the logo came to life — from initial concepts to final touches.

🏆 5. The Jersey Showcase

Inspired by Peterson’s iconic “butterfly dress” exhibit, we reimagined how to display jerseys with grace and intention. Each jersey was suspended inside a custom-built acrylic pillar, resting on original court wood and lit like a museum artifact. The new logo glowed proudly on each chest, ready to make history.