ABBA – The museum


If anything, they have succeeded with the marketing. When the museum opened its doors last summer everywhere, in and around Stockholm, there was a lot of noice about the new attraction, ABBA – The Museum.

Rental bikes, cars branded with the museum’s logo had been seen in the city for weeks before the opening. Some of the band’s costumes had even been on display at Arlanda airport to promote the new attraction. Of course we had to pay it a visit to see what the hype was all about, and the first week of opening a group of Daily Scandinavians spent an evening in the world of Agnetha, Björn, Benny, and Anni-Frid.

To be honest we experienced a lot of improvement potential, especially when it comes to execution. Although, we are sure that in due time this will be a great place for fans and tourists to indulge in a full ABBA experience.

Let’s focus on the good stuff, the ambition and the ideas. ABBA – The Museum makes us happy because they involve us as users in creating our experience. They invite us to take part and challenge us to become the fifth member of the group, trying on costumes, recording in the Polar Studio and performing on stage with the rest of the group. By scanning the entry ticket at each interactive station we can record our experience and pick it up later at the museum’s webpage.

We who live and breathe experiential learning every day had a fun time at the museum. We strongly believe that by involving the user in creating the experience you enhance learning and the effect of communication. Taking the inspiration from our evening with ABBA and mixing it with our own experiences and beliefs, we will press forward to give more user involvement in all our feature stories on Scandinavia.