shows · concept booth · 2024 · 2026

Underlabz at Arnold South America

Underlabz at Arnold South America — Magic

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Challenge

Competing for attention at Arnold South America, where every booth shouts louder than its neighbour.

Idea

Not building an exhibitor, building a territory. In 2024 it became Escola Underground — graffiti, a basketball hoop and wooden bleachers. In 2026, the brand's mascot at scale welcomes everyone who arrives.

Execution

Original set design, integrated technology, production and build by Magic. Arnold South America 2024 (booth C32, 5 to 7 April) and Arnold Sports Festival South America 2026.

Underlabz at Arnold South America — image 2
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