ABBA THE MUSEUM BECOMES ABBAWORLD
The exhibition that will take the legendary Swedish pop group ABBA’s story on a world tour is changing its name from ABBA the Museum to ABBAWORLD.
Magnus Danielsson, president of Touring Exhibitions, the company behind the project, is confident that the new name and the new imagery will be welcomed. “ABBA is a global phenomenon and that is now reflected in both the content of the exhibition and the new name, ABBAWORLD,” he said. “ABBAWORLD will make it possible for fans of all generations and from all over the world to experience the music, memories and magic of ABBA through the innovative use of technology in sound, visuals and communications.”
The website, www.abbaworld.com, will be launched this summer and it will provide visitors with an appetiser for the exhibition.
“The site will make it possible for the audience to plan their visit, to record and play back selected interactive features such as dancing, singing and performing with ABBA, and to share their visit at ABBAWORLD with friends and family in a truly unique way,” said Danielsson. “We are working with some of the most talented people in the business to create a new platform for international, touring exhibitions which integrates seamlessly with the Internet.”
Görel Hanser, spokesperson and business manager of ABBA, commented: “The exhibition ABBAWORLD will ensure that the legacy of ABBA will live on, for old and new generations to experience far into the future.” The ABBAWORLD exhibition will have its world premiere in Europe later this year.
ABBAWORLD is a unique touring exhibition filled with music, original costumes, history, images, instruments and never-before-displayed memorabilia from the group’s recording and performing heyday. ABBAWORLD is an interactive experience featuring the latest technology in sound, visuals, multimedia and communications. It is the only exhibition of its kind, with memorabilia approved by ABBA. Most of the items have been supplied exclusively by the quartet: Anni-Frid Lyngstad, Benny Andersson, Björn Ulvaeus, and Agnetha Fältskog.
ABBAWORLD – The Music * The Memories * The Magic
www.abbaworld.com (due September 1)
Touring Exhibitions (TX) creates exhibition experiences for all audiences and is backed by Polar Music, the company behind ABBA´s original success and part of Universal Music Group, the world´s leading music company; Eventum Exhibitions, one of the leading event companies in Sweden with roots from Live Nation; Parks & Resorts Scandinavia, the largest amusement park company in Sweden; and Synergera Rättighetsförvaltning.
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