Established in 2002, MagicSnow specialises in the development and production of snow-making technology and services. The company’s founding vision is to bring the enchantment of snow to any location. With over two decades of experience, MagicSnow has transformed into a leading provider of lifelike snow special effects and comprehensive snow experiences within the live entertainment industry. After a successful festive season, founder and President of MagicSnow, Adam Williams sits down with TPi’s Alicia Pollitt to delve into the company’s innovative approach and MagicSnow formula, having solidified its status as the preferred snowmaking resource for the entertainment industry.
What events have you been involved in over the past 12 months?
“We work primarily during the holiday season, with clients ranging from Rockefeller Center in NY to The Grove in Los Angeles. We’ve been involved with several snowmaking projects for Walt Disney World, Disneyland, Universal Studios and Princess Cruises. We also work with Fox Sports on their annual NFL on Fox Christmas Day Special. We cover the backlot of Fox Studios in snow every year for that live broadcast. MagicSnow has created custom snow effects and experiences for: The Radio City Christmas Spectacular, Disney Parks and Resorts, Universal Studios Theme Park, Princess Cruises, NBC Sports, Rockefeller Center, Antara Polanco in Mexico City, The Grove in Los Angeles, The Cosmopolitan of Las Vegas, as well as for for artists like Katy Perry, Keith Urban, Jennifer Lopez, John Legend and Cher.”
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Why is it important to create unique and magical holiday moments?
“We feel that snow is essential to the holidays, the same way fireworks are essential to the Fourth of July. Snow is an iconic visual for the season that people want to experience and be immersed in. Our company provides access to snow in places that don’t ever see it. We feel that this is the most important thing we can do. You don’t just see it, but you experience it.”
What are some common misconceptions regarding the deployment of MagicSnow?
“The biggest misconception is that snow is easy to do! We get a lot of clients who see our work and think it’s effortless. Snow requires a lot of experience and detail to get right and have work consistently. We are specialists that can create this experience in any location, any time, and in any condition. That comes from decades of focusing on this one specific effect. We always enjoy working with those who ask us to push the limits of what we can already do, and having their trust to deliver on the vision. This is how we’ve been able to grow as a company and learn possibilities with this unique visual effect. We welcome creative and daring clients to give us their biggest challenge, so we can turn that into a reality for their audience. That’s what puts the Magic into MagicSnow.”
