ABBA show takes place in London for ’emotional reasons’

ABBA based their digital show Voyage in London to support the UK post-Brexit. Show producer Svana Gisla said so “Daily Mirror”: “A lot of companies were leaving the UK at the time and it was ABBA who decided, ‘No, we want to come in’.”

For Benny Andersson, Agnetha Fältskog, Anni-Frid Lyngstad and Björn Ulvaeus it was more an “emotional decision than a commercial one”. They all live in London and love the city, according to Gisla. As a result, it “very quickly became the only option”.

ABBA’s popularity in the UK also played a role in the decision. The group experienced “great successes” in the country. In 1974 they won the Eurovision Song Contest in Brighton, UK, with “Waterloo”. The performance established her international career.

In May 2022, the show started in London, where the band performed as holograms – so-called “Abbatares”. A separate arena was built for the performances. The 90-minute event features pre-recorded classics mixed with new numbers from the band like “Don’t Shut Me Down”. ABBA gave their last real concert 42 years ago.

Gisla can imagine establishing the show in other locations as well: “Our goal is to do another ABBA trip, say in North America or Australia, or we could do another one in Europe. We can now duplicate the arena and the show, but it’s a heavy commercial endeavor.”

The producer is also thinking about a show in Germany. There is a very large market for ABBA in this country.

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