ABBA the Museum becomes ABBAWORLD

Touring Exhibitions


2009-06-02 15:00

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,, 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 (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.

For more information:


2009-06-02 15:00

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9 Responses to “ABBA the Museum becomes ABBAWORLD”

  1. Samuel Inglles Says:

    Hi Ian

    Something about ABBA World.

    Kind Regards
    Samuel Inglles

    World tour of Abba artifacts planned as museum project stalls
    Published: 4 Jun 09 16:26 CET

    World tour of Abba artifacts planned as museum project stalls
    Published: 4 Jun 09 16:26 CET
    Dictionary tool Double click on a word to get a translation
    Abba fans will likely have to wait at least another two years before a museum opens in Stockholm dedicated to the superstars of Swedish pop, but in the mean time the exhibition of Abba artifacts may be coming to a city near you.
    • Abba fans go for ‘world record’ ahead of Eurovision finals (15 May 09)
    • A new Abba generation (19 Feb 09)
    Back in 2006, plans were announced with great fanfare for a permanent Abba Museum in the heart of Stockholm following a blessing for the project from band members Benny Andersson and Björn Ulvaeus.

    “It’s great that someone feels like taking on our musical history and making it accessible,” the four members of Abba said in a joint statement at the time.

    The museum, originally scheduled to open on June 4th 2009, was to feature clothes, instruments, memorabilia, and other artifacts tracing the band’s meteoric rise to global pop music stardom

    But the ambitious project ran into trouble last summer when organizers learned that renovations to the planned location, Stora Tullhuset, a historic old customs house located on the Stockholm waterfront, proved more costly and complicated than originally thought.

    In September, news came that the museum’s opening would be postponed indefinitely, and in December the project was sold on to Touring Exhibitions, a leading tour and exhibition company with ties to Polar Music, the label which helped launch Abba onto the world stage.

    While the search continues for a location in central Stockholm suitable to house a permanent Abba exhibition, Touring Exhibitions has renamed the project Abbaworld and plans to take its collection of Abba memorabilia on a world tour until the planned museum becomes a reality.

    “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,” said Touring Exhibitions president Magnus Danielsson in a statement.

    The company also plans to launch a new website to accompany the exhibition which will allow visitors to record and play back selected interactive features such as dancing, singing and performing with Abba.

    “It is meant to be an experiential exhibition,” company spokesperson Louise Lönnqvist told The Local.

    “It’s going to be fantastic.”

    If all goes according to plan, the world tour will wrap up just in time for the exhibition to take up permanent residence in Stockholm, although Lönnqvist admitted the tour could last longer than planned depending on demand and how quickly plans move forward with the museum.

    “But there will be a permanent museum in central Stockholm eventually,” she emphasized.

    Yet the news is little consolation to Australia-based Abba fan Brenda Pfeiffer and her family, who were forced to cancel plans to visit Stockholm this summer to attend the museum’s originally scheduled opening.

    “We are all so disappointed that we will not be in Sweden this week when the museum was meant to open,” Pfeiffer told The Local.

    A fan of Abba since childhood, the 40-year-old mother of three wanted nothing more than to come to Stockholm and visit the museum with her children, who themselves have also grown fond of the band.

    “[My children] Ebony and Brittany like Abba, though they don’t like to admit it. Little 9-year-old Taylor also loves Abba, nearly as much as I do!” she said.

    Last year, Pfeiffer’s husband, who after 20 years of marriage has also come to appreciate Abba, purchased tickets for the family of five to come to Stockholm to attend the Abba Museum’s scheduled opening.

    “When we were notified that the museum was delayed and the organizers didn’t know when or where the museum would open, we were all devastated,” she said.

    However, it’s possible that Pfeiffer and her family may get the chance to encounter the Abba experience closer to home in Australia.

    “That could be,” said Touring Exhibition’s Lönnqvist, adding that the Abbaworld tour is expected to start in Europe in the autumn before heading to other locations around the globe.
    David Landes ( 8 656 6518)

  2. Samuel Inglles Says:

    Bjorn on religion!

  3. Samuel Inglles Says:

    Lack of Cash Sinks Memorial to Abba

    Published: June 25, 2009

    STOCKHOLM — There are museums devoted to many things, from barbed wire (Kansas) to toilets (New Delhi) to dog collars (Kent, England). But it seems the world will have to get by for now without a permanent museum dedicated to Abba, the 1970s super band that put Swedish pop on the map — only to discover that Sweden did not want to be on the same map at all.

    There were grand ambitions. The brainchild of a Swedish couple inspired by the Beatles Museum in Liverpool, England, the Abba museum was to have a permanent home on the Stockholm harbor, where anyone who wanted — and who wouldn’t? — could record karaoke versions of Abba songs, visit a mock-up of the group’s dressing rooms and dance on stage with holograms of the band.

    There would be exhibits, too, displaying authentic Abba memorabilia, including the white satin jump suits and high-heeled platform boots that the band made famous when it burst onto the international stage 35 years ago.

    But it was not meant to be.

    The reason can be summed up by the title of one of Abba’s most famous songs: “Money, Money, Money.”

    After a dispute over the cost of renovating a building on the harbor, the museum project has been scrapped. The couple who came up with the idea, Ulf Westman and Uwa Wigenheim-Westman, sold their rights to an event promoter, Magnus Danielsson, who is developing plans to take a musical tribute abroad in a traveling exhibition.

    In some ways the museum’s fate echoes the career of the band itself. Swedes initially dismissed Abba’s music as trite and commercialized, forcing the group to build its reputation elsewhere before finally being appreciated at home.

    In a conversation at his stylish, modern office in a converted military barracks here, Mr. Danielsson, the president of Touring Exhibitions, would not say where the exhibition would go first — though it will be outside Sweden.

    “We couldn’t find a good enough location here in Stockholm at short notice,” he said, adding that he hoped to solve that problem by 2011 or 2012.

    At a secret location here, meanwhile, preparations are under way for the Abbaworld exhibit. “We are building a replica of the studios they recorded in, equipping it with props,” Mr. Danielsson said.

    “You will be able to sing and record yourself,” he said, “dance and video yourself, take your picture with the iconic Bell helicopter from the album ‘Arrival.’ It’s about singing and dancing. It’s not like looking at static objects in a glass case.”

    The hype surrounding Abba, fueled by the musical and movie “Mamma Mia,” is in marked contrast to the reception the band received here in its early years, when songs like “Bang a Boomerang” were seen by Swedish critics as an example of vapid, commercialized, music.

    The 37-year-old Mr. Danielsson said that he was picked on at school after telling classmates he liked the band.

    Henrik Berggren, a Swedish author and historian, said that back in the 1970s Abba “was the symbol of something very superficial, very commercial and — for no real reason — Americanized.”

    Mr. Berggren said he remembered the night the group made their big breakthrough in 1974, winning the Eurovision song contest, which was held that year in Brighton, England. “I went to watch a French movie to show what an intellectual I was,” he said. He added: “The success they had made Swedes reassess them and respect them more.”

    Now a fan, Mr. Berggren said that even Abba’s lyrics have been reassessed.

    Despite the cheery upbeat rhythm, he pointed out, “Knowing me, Knowing you” is all about the break-up of a relationship.

    Even the Swedish cultural elite have bought into Abba, one of whose members, Benny Andersson, was elected a member of Royal Swedish Academy of Music in 2007.

    So the timing seemed perfect for an Abba museum, or so thought Mr. Westman, an event consultant, and his wife, a public relations consultant.

    But the Westmans needed the band’s cooperation. Their break came about because Ms. Wigenheim-Westman promoted a boutique hotel in Stockholm owned by Mr. Andersson.

    Mr. Andersson had rejected the idea of a museum several times, but when presented with plans for an interactive exhibit, he and his former band members agreed within two weeks. “We got the four to say yes to this idea,” said Ms. Wigenheim-Westman. “We were not the first to ask.”

    In 2006 the couple launched the project and began collecting stage costumes, platform shoes, gold records, childhood scrapbooks and first musical instruments — “all the stuff hidden in their cellars,” Ms. Wigenheim-Westman said. “It was Abba’s cultural treasure.”

    Last August the memorabilia was stored in a secret location and an opening date was set. But plans to turn Stockholm’s former Customs House into a museum collapsed after the cost of the refurbishment, initially set at 235 million krona, or about €21 million, escalated.

    At one point the Port of Stockholm, which was responsible for the cost of the renovation, presented the museum’ s organizers with a bill for an additional 50 million krona.

    “Even if we had the money,” Mr. Westman said, “we could never defend paying it. That is more than the total budget for the project.”

    It was, he added “very, very, unprofessional.”

    But Christel Wiman, who runs the Port of Stockholm, said that the additional money was required for work to meet the museum’s specifications, above and beyond the refurbishment.

    Ultimately, the contract was canceled; so was the launch. And the organizers had to refund the cost of tickets to 3,000 fans.

    The founders sold the rights (for a sum neither side will discuss) to Mr. Danielsson’s company, which has financial backing from Polar Music, Abba’s record label, a part of Universal Music. “It’s a pity for Stockholm,” Mr. Westman said, “because this should have been a big asset.”

    Mr. Danielsson said it still can be. With “Mamma Mia” introducing a new, younger, generation to Abba, he said that interest in staging the exhibit abroad has been “insane.”

    He has promised to build “one of the biggest tourist attractions in Sweden” in a few years.

    Only then will Swedes finally get their chance to say thank you for the music.

  4. Ian Cole Says:

    Touring Exhibitions

    Jonas Åkerlund to make ABBAWORLD intro movie
    2009-07-22 11:00

    Touring Exhibitions brings in highly acclaimed film director Jonas Åkerlund to create the introductory movie greeting the visitors of the upcoming ABBAWORLD exhibition. Jonas Åkerlund, one of the world’s most distinguished contemporary music video makers and perhaps most well known for his collaborations with Madonna, has also worked with other renowned artists such as Rolling Stones, U2, Paul McCartney, Metallica and Roxette. Åkerlund has received several Grammy Awards and MTV Awards for his works.

    I will be using a lot of the old footage and working with these masterpiece videos now, in 2009, makes me realize that ABBA’s music has stood the test of time,” says Åkerlund. Their music is as relevant and strong today as ever and that is what I want to communicate with the montage for the exhibition.”

    Jonas Åkerlund follows in the footsteps of fellow Swede, the famous film director Lasse Hallström, one of the pioneers in music video making. Hallström made ABBA – The Movie in 1977 and also shot and directed 25 of ABBA’s music videos, long before music videos became a phenomenon through MTV. Magnus Danielsson, President of Touring Exhibitions, the company behind ABBAWORLD, is enthusiastic.

    Jonas Åkerlund’s merits speak for themselves and we are also very proud of the fact that we can continue to work in a Swedish tradition,” says Danielsson. We met earlier this year and it was immediately apparent that we had the basis of a great working relationship. We are absolutely thrilled to have Jonas Åkerlund onboard for this project.”

    ABBAWORLD is an interactive experience featuring the latest technology in sound, visuals, multimedia and communications. The introductory movie is a short, but very important, piece of the whole exhibition.

    If anybody will be able to capture the essence of ABBA today, it is Jonas,” says Ingmarie Halling, Producer at Touring Exhibitions. It will be an extraordinary audiovisual experience that will put the visitors of ABBAWORLD in the perfect mood for the exhibit.”



    ABBAWORLD is a unique touring exhibition filled with music, original costumes, history, images, instruments and never-before-displayed memorabilia from the ABBA´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.

    For more information, please visit: or


    About Jonas Åkerlund

    Swedish director Jonas Åkerlund began his career as the drummer for the legendary speed metal band Bathory. Since then, Jonas has become an internationally awarded director of music videos, commercials, documentaries, stage shows and feature films.

    Jonas has directed music videos for the likes of Madonna, U2, Rolling Stones, Metallica, Paul McCartney, Ozzy Osbourne, Robbie Williams, Christina Aguilera, Smashing Pumpkins, Lenny Kravitz and Maroon 5 to name a few. His music video work has earned him Grammy Awards, MTV Awards (including Best Director) and the prestigious MVPA Hall of Fame Award.

    For more info, please visit:

  5. Ian Cole Says:

    BBC News | Behind the scenes at Abba World

  6. Samuel Inglles Says:

    Hi Ian

    I like the new photo of you with the great new hair-cut too!

    Welcome back to Australia!

    An article on Sweden, Swedish museums, and Benny Andersson’s Hotel.

    Kind Regards
    Samuel Inglles,25197,25610719-5002031,00.html

    Hit The Streets

    Stockholm has great museums and groovy shops galore, reports Leonie Coombes | June 13, 2009

    ONE of the best ways to peel back the layers of a city is by trawling through its museums.

    They provide a context for all other impressions and add depth to the experience of being somewhere foreign. In Stockholm, the city that gave the world ABBA and Ikea, the museums go way beyond Viking axes and reindeer boots. Some are outdoors, at least one is a bit eerie and another conjures up the 1970s as vividly as Dancing Queen.

    The Stadsmuseum, or Stockholm City Museum, is our starting point because it is within walking distance of our accommodation, the centrally located Rival hotel.

    Before entering I stand with my companion in the museum’s vast courtyard where, centuries ago, Russian traders sold furs. The view from here is a snapshot of modern Stockholm.

    Bicycles outnumbering Volvos and Saabs stream by in silent flotillas, ferries criss-cross a sparkling harbour and distant church spires rise against clouds. Gamla Stan, the birthplace of Stockholm, is visible behind a forbidding junction of roads called Slussen. Overlooking all is a clunky, 76-year-old tower called the Katarina Lift. Functional but jarring, it nevertheless offers impressive views over many of the 14 islands on which Stockholm is built.

    Entering this slightly fusty museum we spy a photo taken before World War II, depicting the same view. Surprisingly little has changed; modern life is still conducted against a venerable European backdrop.

    An exhibition here called A Journey in Time is a bit arid but it reveals Stockholm’s 750-year progression from a small island citadel in 1252 to a shamefully squalid township in the 18th century.

    The city’s position on Lake Malaren, where it enters the Baltic Sea, was advantageous. Trade brought wealth. Civic pride reached a peak in 1897 when the World Fair was hosted here, an event that created a flurry of development.

    All museums eventually impel you to breathe some fresh air and Stockholm is very enticing, especially in the long, golden days of summer. When not walking we board ferry sightseeing tours, which allow passengers to hop on and off at various attractions.

    One of the islands we pass is Gamla Stan, meaning Old Town. It is a living museum where commerce is conducted and tourists sip coffee while soaking up the medieval atmosphere.

    Located in the shadow of the Stockholm Royal Palace, its cobbled lanes form a welcoming labyrinth where many happy hours can be filled poking in and out of shops and cafes housed under low, vaulted brick ceilings. The upper storeys of these buildings are comparatively new, added in the 16th or 17th centuries.

    A greater range of Swedish housing is displayed at Skansen, the world’s first outdoor museum. This cultural theme park cum zoo shows off Swedish crafts, traditional dwellings and wildlife on a vast site at Djurgarden, near the city, and is accessible by ferry. More than 150 buildings have been reassembled here, most commemorating a vanished, rustic way of life now foreign to urbane, city-dwelling Swedes.

    We visit at dusk as bears, moose, deer and wolves are being fed, and notice solitary but stylish old people roaming around the zoo. There are so many they form an anthropological distraction from wildlife. Later this is explained when we pass a big, open pavilion where the elderly have convened in their finery for a weekly summer event called Dancinat Skansen.

    As the band plays foxtrots and waltzes, this geriatric assemblage takes to the floor, dipping and twirling in the evening of life.

    Young Swedes, conspicuously filling the bars and restaurants of Stockholm at night, seem unlikely to follow their lead. The Sweden that belonged to this older generation was already famous for fine styling and the tradition continues.

    A chain of stores called Design Torget, filled with unusual and often amusing items for the home, is well worth visiting. Among the range we spy a shelf of white, picnic-style plastic cups, crumpled as though discarded (wit lies in their fabric: they are ceramic).

    The Madonna-shaped toast mould ensures a vision of the Virgin Mary to start each day. Practical items at Design Torget, from pedal bins to clothes racks, represent a fresh convergence of form and function.

    To fully appreciate modern Swedish design it is instructive to study some failures. The Vasa Museum, close to Skansen, is a good place to start, because the architecture works so well, yet the main display does not.

    Vasa is a massive 16th-century oak warship that was launched in the presence of royalty, progressed 1km, hit a squall, listed badly and promptly sank. A richness of embarrassment filled the void. It lay at the bottom of Stockholm harbour until 1961, its design deficiencies hidden from view.

    The effect of this soaring, cavernous museum and ghostly ship is overwhelmingly spooky. Appearing in its dimly lit entirety, beautifully preserved, Vasa succeeds at drama where it failed at floating. It is a brilliant exhibition and surely one of the world’s most exciting museums.

    Another oddity resides at the Royal Coin Cabinet, a museum dedicated to Swedish currency and finance. Here is the biggest coin in the world, struck in 1644, weighing a pocket-sagging 19.7kg.

    We charitably dismiss it as Swedish design having a bad day before proceeding to the National Museum, home to an eclectic display of streamlined products showing the hallmarks of intelligence and creativity.

    Anyone who aspired to grooviness in the 60s or 70s will love it here; it’s a time warp where orange is ever fashionable, plastic moulded furniture looks so right and blond timber is sexy.

    The inclusion of a few duds makes the design collection more interesting. The three-legged chair was never going to work; it stands on the floor with a warning attached in case weary visitors are tempted to give it one more chance. Various other chairs, some dating back a century, look perennially state-of-the-art. Other things that may have functioned well now look archaic, such as the 1959 Electrolux floor polisher.

    Appliances and furnishings aside, Sweden has made a significant contribution to popular Western culture.

    One of the many striking landmarks we observe from our ferry tour is the National Drama Theatre, an art nouveau building opened in 1908. Known locally as Dramaten, this is where Greta Garbo and Ingrid Bergman made a start, and the first play performed here was Master Olof, written by the prolific August Strindberg. We learn more about this novelist, playwright and artist — a son of Stockholm — by chance on a shopping trip to Drottninggatan, one of the city’s finest streets. Strindberg died in 1912 but the apartment he occupied in the last years of his life is here, converted to a small museum filled with brooding photos and paintings. It proves a bit dark, rather like the man, whose stormy, introspective works were seldom relieved by happy endings.

    Our stay in this city has been a piece of light entertainment warranting a happy ending, so we seek out a distinguished landmark for dinner. Cafe Opera, housed in Stockholm’s Opera House, has hosted many famous visitors, including U2, Cindy Crawford and Swedish royalty. None illuminates our visit but the food, service and atmosphere compensate. Utterly trendy, this recently renovated venue has a cherub-filled, frescoed ceiling dating back to 1895 while the rest of the fittings are as modern astomorrow.

    There are more treasure troves to visit, such as the Nobel Museum, dedicated to the work of hundreds of laureates. The Wine and Spirits Museum attracts, too, as this is where the spicy ingredients of Swedish aquavit are revealed. But we research it privately in the bar at our cosyhotel. Even the most intractable museumophile can be distracted in this stimulating city.

    Leonie Coombes was a guest of the Scandinavian Tourist Board Australia and Scandinavian Airlines (SAS).

    Scandinavian Airlines offers connections from Sydney to Stockholm. The airline has announced special nordic summer fares from Australia to more than 40 European cities (including Stockholm, Copenhagen, Oslo and Helsinki), for sale to July 31. More: 1300 727 707;

    Invest in a Stockholm a la Carte card for discounts at many restaurants and free admission to most museums, bus tours and all public transport (not included is the 20-minute ride on Arlanda Express, the high-speed airport train). Available as one, two or three-day passes, the cards are available at 130 outlets in Stockholm, including the airport, hotels and newsagents. The best deal is the three-day pass at the equivalent of about $100.


    * * *

    ABBA, ABBA, do
    OUR arrival in Stockholm starts so well. Leave the plane, grab the airport express train to Central, switch to the subway, go three stations to Mariatorget and emerge triumphantly into streets surging with Saturday-night crowds.

    Deflation sets in here. We should be able to see the hotel, we can’t, and suddenly our bags seem really heavy. It is midnight. Maybe fatigue has dulled our navigation skills.

    We crack it, of course. There is more than one exit from the station and Rival hotel is actually very close. It appears, festooned with a string of lights, like a theatre.

    Its foyer and two bars are packed with partying people, which is no surprise. Anyone who stays here should expect a bit of buzz because Rival belongs to Benny Andersson from ABBA.

    It was built in the 1930s but there is no indication of age in this 99-room modernised boutique hotel. The reception area is concealed to one side, as though any evidence of formality might dilute the atmosphere. Check-in completed, we make our way to a room which, to exhausted eyes, looks heavenly.

    What we notice first, apart from comfortable beds clad in Egyptian cotton, is a beady-eyed teddy bear waiting up for us in a leather armchair. Woody, honey-toned walls create a warm atmosphere.

    Space is abundant and the bathroom generously equipped. Some rooms have a small balcony overlooking leafy Mariatorget while others face a quiet courtyard. But with a plasma television, sound system, DVD player and wireless internet access as standard equipment, the view is almost secondary. We set ABBA Gold spinning because it seems appropriate, but other albums are provided. Playstations and movies are free of charge from reception.

    There is an enticing buffet at Rival each morning and all-day breakfast, a plus for jet-lagged travellers, is available through room service.

    Tucked away in the hotel is a 700-seat cinema, augmenting sophisticated conference facilities. Cinema is a theme taken up in many rooms, with posters from movies adorning the walls. It seems Andersson’s passions for music, hospitality and film production all meet here at Rival.

    Leonie Coombes

  7. Ian Cole Says:

    ABBAWORLD Set for World Premiere!
    2009-09-11 14:00

    World premiere to take place in the heart of London

    London – 11 September. ABBAWORLD will make its world premiere in London this autumn. The highly anticipated multi-media experience and exhibition will debut for a limited run in the heart of London. ABBAWORLD looks set to become one of London’s most exciting experiences, bringing fans closer than ever before to the band by using state of the art technology and displaying previously unseen film and memorabilia across 30,000 square feet of space.

    Magnus Danielsson, president of Touring Exhibitions, the company behind the project of celebrating the legendary group, is looking forward to the premiere: “We are moving ahead according to plan and we have found the perfect place and location for the world premiere of ABBAWORLD.”

    The venue selected for the world premiere of ABBAWORLD is a closely guarded secret whilst the necessary preparations take place; however, it is located in the heart of London’s West End, close to public transport, and it will meet the highest expectations of the fans of ABBA.

    “It’s somewhat fitting that ABBAWORLD will make its premiere in the UK – the band have topped the charts here more times than anywhere else in the world. I am incredibly excited to be involved in something that is already generating an extraordinary level of interest” comments Phil Bowdery, President of Touring for Live Nation, the local promoter of ABBAWORLD.

    Details of venue, premiere, on-sale date, and how to buy tickets will be released at a later point.


    ABBAWORLD is a unique touring exhibition filled with music, original costumes, history, images, instruments and never-before-displayed memorabilia from the ABBA´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.

    For updated information please register at (due September 18)

    About Touring Exhibitions

    Touring Exhibitions creates exhibition experiences for all audiences and is backed by Polar Music, which is part of Universal Music Group; Eventum Exhibitions, with roots from Live Nation; Parks & Resorts Scandinavia; Synergera Rättighetsförvaltning; and an investment group led by Investering i Kunskap.

    For more information, please visit:



  9. Dean Says:

    I just wanted to comment on ABBAWORLD at Earl’s Court, London.
    I had tickets to AW for today and I have to say that I have never been so disappointed!
    There are only so many scratched gold and silver disks that anyone can muster enough interest in to keep looking at them. Earl’s Court basement as a venue was nothing short of horrid.
    People are NOT flocking to see AW – it was almost deserted today, a saturday at lunchtime and it’s emptiness does nothing for the atmosphere!
    Much hype is made of the interactive nature of the exhibition but it falls very very short of what is rightly expected of interactive exhibits in this day and age. I am afraid a few small booths with LCD screens with Karaoke style ‘sing-a-longs’ and the same number of ‘dance mats’ in a row on the way out combined with some pub-style ABBA quiz machines on the way around falls very short of what people should expect!
    I have to say that the best part of the exhibition was the one room with some of ABBA’s original costumes displayed in glass cases.
    Fake setup’s of recording studios, ABBA’s cabin on an island in Stockholm and such like were disappointing to see and reminiscent of a tour around a dusty old National Trust property!
    All-in-all very disappointing. Please have low expectations for AW and then hopefully you will not be quite so disappointed!

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