LOS ANGELES – China’s NOVAEX Group and Magic Castles Incorporated (MCI) have partnered to create a technically forward magic experience for Chinese audiences, blending the iconic Hollywood institution The Magic Castle with the rich tradition of magic in China.
The announcement was made by MCI founder Milt Larsen and NOVAEX CEO Jeson Zheng. MCI has granted NOVAEX the exclusive license to use the intellectual property of The Magic Castle in themed entertainment projects, including indoor and outdoor entertainment centers, hotels and restaurants in the territory of Greater China, including mainland China, Hong Kong, Macau and Taiwan.
The deal marks the first time ever MCI has licensed its brand internationally, with the first Magic Castle themed project being developed for NOVAEX’s offline Internet community brand The Circle that integrates a five star hotel resort, recreation, catering, natural scenery, luxury shopping and immersive entertainment that features smart technology, such as VR, AR, MR, 3D and hologram projection.
Zheng commented: “The core values of NOVAEX are to help people discover and recover the bonds of the emotional connection by connecting and blending the virtual and the reality worlds. We created The Circle to blend together technology and experience, and our partnership with Magic Castles Incorporated will allow us to build for our guests a “reality version” of the world of magic.”
Larsen added: “The Magic Castle is an historical venue in Hollywood, and for the first time ever, we will allow the use of our name outside of the United States. We are looking forward to the creation of this first project together with NOVAEX that will showcase the over 55-year legacy of The Magic Castle and the long history of magic in China.”
Zheng and his team, together with an international magical consulting team led by world famous magician Andrew Goldenhersh, will create a new style of magic experience, with state of the art technology playing a major part in the development.
“With this partnership, we are celebrating a historic event in the world of magic by melding together the centuries old culture of magic in China with the modern global fascination with the art of magic,” said Larsen.
NOVAEX also plans to build “The Magic School” under the MCI brand banner, to provide a stimulating creative educational experiences for children and teens.
Founded in May 2017, NOVAEX Group is an emerging technology and entertainment company focusing on the comprehensive development, investment and operation of cultural industries. Its world class entertainment creative team leads the design and operation of comprehensive cultural and tourism projects, shows, stage special effects, illusion, magic and media communication.
NOVAEX owns the brand IPs of the offline comprehensive Internet resort community, including Hidden World and The Circle. NOVAEX is committed to becoming the leader of new lifestyles in the era of AI technology and building bonds between emotions and technology with its smart technology mode of “OinO” (online in offline, offline in online) in products and services.
The Academy of Magical Arts was first created by William Larsen and announced in the April 1952 issue of his independent magazine of magic titled Genii. In 1962, William Larsen’s son Milt undertook the job of leasing and restoring an ornately styled 1909 mansion that he named “The Magic Castle” in Hollywood, California, turning it into a meeting place for magicians. In 1962, Milt Larsen founded The Magic Castle and the legendary mansion opened its doors on January 2, 1963 as the home of the Academy of Magical Arts, Inc.