15 12 2008

The global love affair with ABBA seems to grow more ardent with every passing day. Now the world has an opportunity to experience ABBA more intimately than ever before.

As the Mamma Mia! movie, DVD and soundtrack album are enjoyed by millions worldwide, there are preparations to take ABBA the Museum – the living story of Sweden’s most celebrated, iconic musicians – on the road in 2009.

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, ABBA the Museum is an interactive experience featuring the latest technology in sound, visuals, multimedia and communications.

It is the only exhibition of its kind, approved by ABBA, with more than 750 pieces of memorabilia. Most of these have been supplied exclusively by the quartet: Anni-Frid Lyngstad, Benny Andersson, Bjorn Ulvaeus, and Agnetha Faltskog.

ABBA the Museum is produced by Touring Exhibitions (TX) of Stockholm, backed by Parks & Resorts Scandinavia, the largest amusement park company in Sweden; Polar Music, the company behind ABBA’s original success, part of Universal Music Group, the world’s leading music company; Live Nation, the world’s largest live music company; Synergera Rättighetsförvaltning and Eventum Exhibitions.

Magnus Danielsson, President of Touring Exhibitions, said: “ABBA the Museum puts the visitor right into the middle of the ABBA experience, from past to present! It’s perfect for the whole family, with so much to see, hear, feel, touch and experience, thanks to state-of-the-art technology. The museum will even enable you virtually to sing and perform ABBA’s hits in front of a ‘live’ sell-out crowd at stadiums where ABBA performed back in the day.”

Before joining Touring Exhibitions as President, Magnus Danielsson was responsible for the European division of Feld Motor Sports, formerly Live Nation Motor Sports.

ABBA the Museum was originally to have opened in Stockholm in 2009, but this has been deferred as a result of project complications and a delay in the renovation of the location, Stockholm’s 100-year-old building, Stora Tullhuset.

In the meantime, ABBA the Museum will embark on its world tour starting next year. The producers are currently drawing up plans with prospective business partners, and choosing countries and cities to visit.

The itinerary will take into account the renewed worldwide ardour for ABBA, stimulated by the smash Universal Pictures film of the stage musical based on their songs. Mamma Mia! is now the most successful movie musical of all time, and its November release on video has also broken records around the world: in the UK, for example, it became the fastest-selling DVD ever



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