THE MUSEUM

3 10 2012

ABBA The Museum opens in Stockholm, Sweden
At last, ABBA the Museum opens in Sweden. ABBA’s collected works will be showcased in a contemporary, interactive setting at Swedish Music Hall of Fame, a new exhibit venue located at Djurgården, Stockholm, set to open next year.

The great search for all things related to ABBA’s music, lyrics, stage costumes, musicals and films has gone on for quite some time. And Swedish Music Hall of Fame provides the perfect framework for it, says original ABBA member Björn Ulvaeus.

’ABBA The Museum will fit right in at Swedish Music Hall of Fame, as it is a part of Sweden’s pop history. And the location at Stockholm’s Djurgården feels like coming home,’ says Ulvaeus.

Behind the scenes, Mattias Hansson – Managing Director of ABBA The Museum – is in charge of getting the museum up and running.

’Swedish pop music is an important part of our cultural heritage’, says Hansson. ’And ABBA is one of our most well known international brands. It’s our duty to give their work a permanent space here.’

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ABBA remains Sweden’s most successful band of all time, with sales of 378 million albums around the world. ABBA The Museum will span the band’s career all the way from the start in 1970, via the breakthrough with ’Waterloo’ in 1974, the grand world tours and finally, the split in 1983. Since then, ABBA has lived on through a wide range of musical projects run by Björn Ulvaeus and Benny Andersson, whose musical ’Mamma Mia!’ revived the public’s interest in ABBA’s music yet again. An interest   that never seems to fade – this week, ’ABBA Gold’ was officially named the best-­selling CD album ever in England.

’We’re proud and very happy that ABBA chose Swedish Music Hall of Fame to put their work on display and tell their own, personal story,’ says Charlotte Wiking, Managing Director of Swedish Music Hall of Fame.

Swedish Music Hall of Fame will show temporary as well as permanent music exhibitions ranging from the 1920’s until today. In addition, there will be a Hall of Fame devoted to Swedish pop music. Several guest curators and music industry representatives will be involved in making the exhibitions interactive and experience-based. The venue will suit a wide audience, with a special nod to children and young people.

In addition to the exhibitions, the venue will also host unique events linked to current music happenings; small and intimate gigs; courses aimed at schools and music lovers; a hotel called Melody Hotel; a restaurant with a bar, and a shop. ABBA The Museum will no doubt attract international attention and pull crowds into the 5,000 square ft building, situated between amusement park Gröna Lund and art gallery Liljevalchs at the heart of Djurgården.

In the first year alone, several hundred thousand Swedish and international visitors are expected to discover ABBA The Museum. The tickets are to be released later in the autumn and will be available at SJ’s outlets – phone +46 771-757575, SJ´s Resebutiker and http://www.sj.se/upplevelser.

Some of the entertainment industry’s most prominent establishments stand behind ABBA The Museum: Parks & Resorts (Gröna Lund), Universal, Polar Music, Synergera Rättighetsförvaltning and Eventum have all contributed to its existence.

Proud business partners with an in-depth involvement include MasterCard, SJ, Stockholm Arlanda Airport and Viking Line. Media partners include SBS Radio and TV4. More partners will be added soon.

In the autumn of 2012, ABBA The Museum and its partners will arrange a press briefing presenting the museum’s contents, grand opening and ticket sales.

http://www.abbathemuseum.com


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