Magic! The paper transforms back into a tree.

100 illustrations for a charitable goal: helping the environment by planting new trees in the city.

By purchasing the illustrations, postcards, or catalog from the online shop, you will contribute to planting new trees in the city. All proceeds will be donated to the "Gift a Tree" project by the City of Turin.

The illustrations are also showcased at various public exhibitions. By scanning the QR code printed on each artwork, visitors can engage in a gamified experience through the Goodvertising application developed by IGPDecaux and proceed with their purchase on the e-commerce platform.

Why "Abracadabra"? Abracadabra is the most well-known magical formula worldwide, unchanged across all languages and a tool for transforming reality. Historically, the term referred to a triangular-shaped talisman containing the magic word. When positioned with its point facing upward, the triangle acted as a power conduit, channeling and amplifying magic.

The project was created by Graphic Days® in collaboration with: City of Turin Egyptian Museum IGP Decaux Technical partner: Printaly