Joe Labero
A Life in Magic

From Sweden to the World

Joe Labero’s journey began at age 12 with a magic kit he received in his hometown in Sweden. By 17, he won the Swedish Junior Magic Championship. A year later, he performed for 6,000 people in Minneapolis on U.S. Independence Day, sparking his dream of international stardom—especially after witnessing Siegfried & Roy in Las Vegas.

Breakthrough and Stardom

His big breakthrough came in 1991 with A Magic Night at Berns in Stockholm—657 sold-out shows over three years. The success continued across Scandinavia. In 1994, he was invited by Monaco’s royal family to perform at the prestigious Princess Grace Theatre.

In 1996, Labero conquered Australia with Mystique, drawing 350,000 visitors. The sequel Illusions attracted over 650,000. In 1999, he brought the production back to Sweden, setting records at Rondo in Gothenburg.

The New Millennium

In 2000, Joe premiered at Cirkus in Stockholm with a cast and crew of 85. He then launched a unique castle tour across Sweden, combining magic with fine dining and overnight stays. In 2001, he returned to Australia with a 40-ton production at Star City Casino in Sydney, followed by a tour in New Zealand.

Royal Shows and Celebrity Clients

In 2002, Joe performed for Crown Princess Victoria on live TV and for royalty from seven nations. He joined forces with Robert Wells for Rhapsody in Rock with Magic, playing Royal Albert Hall in London and touring Scandinavia. Labero’s client list includes Volvo, Ericsson, and Bang & Olufsen.

Global Success

Between 2003–2005, Labero headlined shows across Europe, Asia, and Russia—often to millions of TV viewers. He performed in ice hotels, castles, and luxury venues, continually evolving his performances. Ship of Illusions became a beloved summer tradition, and Christmas Spectacular drew tens of thousands.

Invited to Labero

In 2007, he launched Invited to Labero, a theatrical, Asia-inspired experience with original music and immersive illusions. It toured Sweden, Finland, and Norway to sold-out audiences. He later premiered the groundbreaking Being Joe Labero, with all-white staging and minimalist flair.

Return to Australia

In 2011, Labero performed 200 shows of Genesis in Australia. He returned to Sweden for summer, then starred in SVT’s prime-time show Helt Magiskt alongside Swedish celebrities and magicians.

Magic in Singapore

In 2014 and 2015, Joe Labero performed at the iconic Jubilee Hall at Raffles Hotel in Singapore. His show combined breathtaking illusions, intimate close-up magic, and death-defying escapes—marking one of the most memorable magic events the city has ever seen.

Recent Years

In 2016, A Magic World premiered at Vasateatern in Stockholm—a deeply personal show reflecting on Labero’s life, followed by a nationwide tour. In Las Vegas, he set the stage ablaze with Inferno – The Fire Spectacular in 2019.

Today

Joe Labero has amazed millions around the world with his unique mix of grand illusions, humor, and storytelling. Wherever he performs - Las Vegas, Monaco, Singapore, Australia, Thailand or Sweden - one thing is certain: the magic is unforgettable.

In 2025, Labero returns with his latest production, Labero’s Magic World at La Botanica Westfield Mall of Scandinavia - a new Dinner Show Experience in his own Boutique Theater.
A brand-new show blending classic illusions with cinematic flair and mind-bending surprises also touring select venues across Europe, it's his most personal and visually spectacular experience yet An exclusive magical performance that intertwines illusions with a touch of mystique. Step into the world of "boutique magic," where every act is carefully crafted to deliver a personal and intimate experience in Labero’s Magic World.