Swedish
music icon Björn Ulvaeus revealed details of his upcoming project,
Mamma Mia The Party, as he gave the keynote speech at the Euro
Attractions Show (EAS) in Gothenburg today (7 October).
The former
ABBA member, who has successfully turned the pop foursome, their music
and their story into a cultural IP, said his latest project will be an
immersive four-hour dining experience in Stockholm.
This follows
the success of ABBA The Museum, also in the Swedish capital a project
that Ulvaeus spearheaded. It’s a concept that “everyone is doing”,
Ulvaeus said, with The Edge from U2 and Mick Jagger from the Rolling
Stones both visiting the ABBA museum and deciding to do something
similar.
The new project, Mamma Mia The Party is “dinner
entertainment” – a themed restaurant inspired by Mamma Mia! and set in a
Greek taverna.
“We are going to treat people to wonderful
Mediterranean food and drink in this taverna environment, and we are
going to treat them to a real-time story with characters Nikos, the host
of the tavern, his wife Christine, his daughter and other characters,”
Ulvaeus said.
“Between courses there will be dramatic interludes
where the story is played out. There'll be a little conflict, and
hopefully a happy ending. Diners are part of the story, if they want to
be. If they want to sit back and watch, they can,” he said. “It’s an
evening of great fun in the Mamma Mia! world.”
Ulvaeus said the
idea of the party experience – which opens at the Tyrol restaurant at
Gröna Lund, Sweden, on 16 January 2016 – came from working with the
production for so long and witnessing the ongoing excitement of the
audience; this was the next step and a way to “have fun with
copyrights”.
“When you have copyrights that are charged with
positive feelings and joy, it’s only your imagination that’s in the way
of further developing those and taking them into other fields,” he said.
Ulvaeus’s
ABBA brand currently includes ABBA The Museum – which receives 300,000
visitors per year – and the musical Mamma Mia!, which has grossed US$2bn
(€1.78bn, £1.31bn) worldwide and been seen by 60 million people since
its premiere in 1999.
The Swedish sensation emphasised the
importance of being protective of the ABBA IP, saying he believes the
band’s legacy has been preserved by not letting anything “fall into the
wrong hands”. Only once, in 1975, did they sell a song for a TV
commercial, he said, which they would never do again.
He also
said the ABBA museum is investing in a cutting-edge hologram to replace
the current attraction, where visitors appear to dance on stage with
holographic versions of band members Agnetha Fältskog and Anni-Frid
Lyngstad.
"That’s going to be enhanced so it’s absolutely
life-like. You believe you’re standing beside them – it’s like an
amusement park attraction. It will be the most fantastic hologram in the
world," he said.
See
more at:
http://www.leisuremanagement.co.uk/detail.cfm?pagetype=detail&subject=news&CodeID=318456#sthash.3bqOBB8D.dpuf
---------------------------------------------------------------------------------------------------------------------------
"Mamma Mia - which ABBA Party !"
From cottage to the Greek taverna - in January it will be premiered at the Tyrol at Grona Lund giant effort "Mamma Mia! The party".
- When you get into this, you get the feeling of stepping into the "Mamma Mia!" - The film, says the director Roine Söderlundh.
55 million people have seen "Mamma Mia!" - The musical around the world and the film of the same title has recorded over five billion.
Whether the "Mamma Mia! The party" will also be a success remains to be seen, but their ambitions are in any case enormous. During the summer, the Tyrol at Grona Lund in Stockholm undergone extensive refurbishment and now the premises barely recognizable.'
Swedish
music icon Björn Ulvaeus revealed details of his upcoming project,
Mamma Mia The Party, as he gave the keynote speech at the Euro
Attractions Show (EAS) in Gothenburg today (7 October).
The former ABBA member, who has successfully turned the pop
foursome, their music and their story into a cultural IP, said his
latest project will be an immersive four-hour dining experience in
Stockholm.
This follows the success of
ABBA The Museum, also in the Swedish capital
a project that Ulvaeus spearheaded. It’s a concept that “everyone is
doing”, Ulvaeus said, with The Edge from U2 and Mick Jagger from the
Rolling Stones both visiting the ABBA museum and deciding to do
something similar.
The new project, Mamma Mia The Party is “dinner entertainment” – a themed restaurant inspired by
Mamma Mia! and set in a Greek taverna.
“We are going to treat people to wonderful Mediterranean food and
drink in this taverna environment, and we are going to treat them to a
real-time story with characters Nikos, the host of the tavern, his wife
Christine, his daughter and other characters,” Ulvaeus said.
“Between courses there will be dramatic interludes where the story
is played out. There'll be a little conflict, and hopefully a happy
ending. Diners are part of the story, if they want to be. If they want
to sit back and watch, they can,” he said. “It’s an evening of great fun
in the
Mamma Mia! world.”
Ulvaeus said the idea of the party experience – which opens at the
Tyrol restaurant at Gröna Lund, Sweden, on 16 January 2016 – came from
working with the production for so long and witnessing the ongoing
excitement of the audience; this was the next step and a way to “have
fun with copyrights”.
“When you have copyrights that are charged with positive feelings
and joy, it’s only your imagination that’s in the way of further
developing those and taking them into other fields,” he said.
Ulvaeus’s ABBA brand currently includes ABBA The Museum – which receives 300,000 visitors per year – and the musical
Mamma Mia!, which has grossed US$2bn (€1.78bn, £1.31bn) worldwide and been seen by 60 million people since its premiere in 1999.
The Swedish sensation emphasised the importance of being protective
of the ABBA IP, saying he believes the band’s legacy has been preserved
by not letting anything “fall into the wrong hands”. Only once, in 1975,
did they sell a song for a TV commercial, he said, which they would
never do again.
He also said the ABBA museum is investing in a cutting-edge hologram
to replace the current attraction, where visitors appear to dance on
stage with holographic versions of band members Agnetha Fältskog and
Anni-Frid Lyngstad.
"That’s going to be enhanced so it’s absolutely life-like. You
believe you’re standing beside them – it’s like an amusement park
attraction. It will be the most fantastic hologram in the world," he
said. - See more at:
http://www.leisuremanagement.co.uk/detail.cfm?pagetype=detail&subject=news&CodeID=318456#sthash.3bqOBB8D.dpuf
Swedish
music icon Björn Ulvaeus revealed details of his upcoming project,
Mamma Mia The Party, as he gave the keynote speech at the Euro
Attractions Show (EAS) in Gothenburg today (7 October).
The former ABBA member, who has successfully turned the pop
foursome, their music and their story into a cultural IP, said his
latest project will be an immersive four-hour dining experience in
Stockholm.
This follows the success of
ABBA The Museum, also in the Swedish capital
a project that Ulvaeus spearheaded. It’s a concept that “everyone is
doing”, Ulvaeus said, with The Edge from U2 and Mick Jagger from the
Rolling Stones both visiting the ABBA museum and deciding to do
something similar.
The new project, Mamma Mia The Party is “dinner entertainment” – a themed restaurant inspired by
Mamma Mia! and set in a Greek taverna.
“We are going to treat people to wonderful Mediterranean food and
drink in this taverna environment, and we are going to treat them to a
real-time story with characters Nikos, the host of the tavern, his wife
Christine, his daughter and other characters,” Ulvaeus said.
“Between courses there will be dramatic interludes where the story
is played out. There'll be a little conflict, and hopefully a happy
ending. Diners are part of the story, if they want to be. If they want
to sit back and watch, they can,” he said. “It’s an evening of great fun
in the
Mamma Mia! world.”
Ulvaeus said the idea of the party experience – which opens at the
Tyrol restaurant at Gröna Lund, Sweden, on 16 January 2016 – came from
working with the production for so long and witnessing the ongoing
excitement of the audience; this was the next step and a way to “have
fun with copyrights”.
“When you have copyrights that are charged with positive feelings
and joy, it’s only your imagination that’s in the way of further
developing those and taking them into other fields,” he said.
Ulvaeus’s ABBA brand currently includes ABBA The Museum – which receives 300,000 visitors per year – and the musical
Mamma Mia!, which has grossed US$2bn (€1.78bn, £1.31bn) worldwide and been seen by 60 million people since its premiere in 1999.
The Swedish sensation emphasised the importance of being protective
of the ABBA IP, saying he believes the band’s legacy has been preserved
by not letting anything “fall into the wrong hands”. Only once, in 1975,
did they sell a song for a TV commercial, he said, which they would
never do again.
He also said the ABBA museum is investing in a cutting-edge hologram
to replace the current attraction, where visitors appear to dance on
stage with holographic versions of band members Agnetha Fältskog and
Anni-Frid Lyngstad.
"That’s going to be enhanced so it’s absolutely life-like. You
believe you’re standing beside them – it’s like an amusement park
attraction. It will be the most fantastic hologram in the world," he
said. - See more at:
http://www.leisuremanagement.co.uk/detail.cfm?pagetype=detail&subject=news&CodeID=318456#sthash.3bqOBB8D.dpuf
Swedish
music icon Björn Ulvaeus revealed details of his upcoming project,
Mamma Mia The Party, as he gave the keynote speech at the Euro
Attractions Show (EAS) in Gothenburg today (7 October).
The former ABBA member, who has successfully turned the pop
foursome, their music and their story into a cultural IP, said his
latest project will be an immersive four-hour dining experience in
Stockholm.
This follows the success of
ABBA The Museum, also in the Swedish capital
a project that Ulvaeus spearheaded. It’s a concept that “everyone is
doing”, Ulvaeus said, with The Edge from U2 and Mick Jagger from the
Rolling Stones both visiting the ABBA museum and deciding to do
something similar.
The new project, Mamma Mia The Party is “dinner entertainment” – a themed restaurant inspired by
Mamma Mia! and set in a Greek taverna.
“We are going to treat people to wonderful Mediterranean food and
drink in this taverna environment, and we are going to treat them to a
real-time story with characters Nikos, the host of the tavern, his wife
Christine, his daughter and other characters,” Ulvaeus said.
“Between courses there will be dramatic interludes where the story
is played out. There'll be a little conflict, and hopefully a happy
ending. Diners are part of the story, if they want to be. If they want
to sit back and watch, they can,” he said. “It’s an evening of great fun
in the
Mamma Mia! world.”
Ulvaeus said the idea of the party experience – which opens at the
Tyrol restaurant at Gröna Lund, Sweden, on 16 January 2016 – came from
working with the production for so long and witnessing the ongoing
excitement of the audience; this was the next step and a way to “have
fun with copyrights”.
“When you have copyrights that are charged with positive feelings
and joy, it’s only your imagination that’s in the way of further
developing those and taking them into other fields,” he said.
Ulvaeus’s ABBA brand currently includes ABBA The Museum – which receives 300,000 visitors per year – and the musical
Mamma Mia!, which has grossed US$2bn (€1.78bn, £1.31bn) worldwide and been seen by 60 million people since its premiere in 1999.
The Swedish sensation emphasised the importance of being protective
of the ABBA IP, saying he believes the band’s legacy has been preserved
by not letting anything “fall into the wrong hands”. Only once, in 1975,
did they sell a song for a TV commercial, he said, which they would
never do again.
He also said the ABBA museum is investing in a cutting-edge hologram
to replace the current attraction, where visitors appear to dance on
stage with holographic versions of band members Agnetha Fältskog and
Anni-Frid Lyngstad.
"That’s going to be enhanced so it’s absolutely life-like. You
believe you’re standing beside them – it’s like an amusement park
attraction. It will be the most fantastic hologram in the world," he
said. - See more at:
http://www.leisuremanagement.co.uk/detail.cfm?pagetype=detail&subject=news&CodeID=318456#sthash.3bqOBB8D.dpuf
