Wired UK – March 2019

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RUBENS FILHO is a magician and founder of Abracademy


pull out the seven of spades and show it to him.
He gets me to sign my name on it. Then he
slides it back into the pack, puts the cards
back in their box and puts the box on the
table in front of us. “Now,” he says with a
grin, “the magic begins.” Filho is 51, tall,
handsome and infectiously enthusiastic
about the power of illusions. Born in
Brazil, he’s been a keen magician since
adolescence. He came to Britain in 2012
to work in advertising before, in 2015,
setting up Abracademy, to bring magic


  • and, in particular, the skills needed
    to perform it – to the rest of us. “I think
    magic has a such a positive twist,” he
    says. “It brings this soft approach that’s
    hard to explain, this role of creating
    something beautiful.”
    But he is also fascinated by the
    relationship between magic and neuroscience and
    psychology, and set up Academy Labs to explore this
    connection. “Magic has lived in the ‘glitches’ of the
    brain for a long time,” he says: “How you see things,
    how you form beliefs, how you experience wonder.
    And it has the capacity to create wonder by creating
    something that people can’t explain. You just say
    ‘Wow’, and then comes: ‘How do you do that?’ So
    we explore what happens when we experience
    something like that. We’re very interested in going
    deep, deep down into the brain.”
    On this summer afternoon at Abracademy’s base
    in Hackney’s Container Park, Filho has been trying
    to create something beautiful, and new. We stand on
    either side of a small felt-topped table – the cards in
    their box between us – and Filho is a little nervous.
    “Now, there are three ways we could get your card
    out of the box,” he says. “We could use telekinesis
    and draw it out... but we’re not going to do that. We
    could make it rise up to the top of the pack... but
    we’re not going to do that. Or...” He looks me in the
    eye, that grin turning into puzzlement. “Do you hear
    that? Do you hear anything?”
    To be honest, at first I don’t. I’m confused for a
    second. And then, a faint buzzing, as if Container
    Park has a wasp problem. It’s getting louder and it’s
    a little alarming. “Look behind you,” says Filho, with
    mock amazement. “What’s that?”
    Flying gently towards me from the far end of
    the room is a drone, with my signed card hanging
    by a wire. The room collapses into laughter and
    applause, and a big sense of relief. “We really
    weren’t sure if it was going to work,” Filho admits.

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