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London's newest tourist attraction - ABBAWORLD

Tuesday 2, February 2010

ABBAWORLD, a new museum-cum-theme park celebrating the Swedish pop band, has opened in London with enough music, mementos and memory-lane appeal to satisfy even the most fervent ABBA fan.

It truly was an evening of music, memories and magic when ABBAWORLD welcomed ABBA fans and special guests from all around the world to its spectacular grand opening at Earls Court on Tuesday, celebrating the Swedish supergroup all around. To get an idea of how spectacular the evening was, look at the video clip "Grand opening" on the front page of www.abbaworld.com.

ABBA Members Anni-Frid Lyngstad and Björn Ulvaeus opened the exhibition for the VIP guests. ‘‘The ABBAWORLD experience is fantastic for us as well as the fans,’’ said Björn Ulvaeus, clearly moved by the experience. ‘‘We have been reunited tonight with a lot of great people who worked with us and supported ABBA in the past. Lots of emotion here, and it will be a great party later, I’m sure.’’

For Anni-Frid Lyngstad, the exhibition was a trip down memory lane. ‘‘Going through ABBAWORLD brought back so many great memories. Seeing myself dancing as a 3D hologram and seeing all the amazing stage clothes we wore, it’s just fantastic. It was a magical time, and ABBAWORLD lets that magic live on. It’s great to be back in the UK; it holds a very special place in all our hearts. We’ve been joined tonight by many dear friends and old colleagues. It’s a wonderful occasion.’’

Owe Sandström, the designer responsible for ABBA’s fantastic stage costumes had the honour of opening the exhibition for the public. ‘‘This is a fantastic moment for all of us who were involved in the career of ABBA. To see all the costumes I made for ABBA on display here is amazing. Even my studio is recreated with an attention to detail that is stunning.’’

Agnetha Fältskog and Benny Andersson unfortunately could not attend the opening but sent their love to London, expressing they were hoping everyone would enjoy the evening. Well, the opening night guests did just that, with some dressed up in glamorously and glittery ABBA-style gear, even wearing wigs. The exhausted but rather happy-looking Magnus Danielsson, President of Touring Exhibitions, the company behind ABBAWORLD, said, “To see all the happy faces here is a testament to the fantastic efforts put into this exhibition by everyone involved.”

Media reports from all around the world, with top marks given to the holographic features in particular, confirm that ABBAWORLD is a winner. “The media interest has been enormous, and it has exceeded all expectations,” Danielsson continues. “We are, of course, very happy about that, and it shows the tremendous pulling power of ABBA. They are a universal phenomenon.’’

ABBAWORLD will continue to run at Earls Court until March. Tickets are available from www.livenation.co.uk and are priced at £22.00 / £19.50 (subject to a booking fee). Touring Exhibitions plan to open the exhibition in Australia next spring and later in the same year in North America.

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