Phygital Experiences through Immersive Live Performances: The ABBA Voyage Case

Name: Phygital Experiences through Immersive Live Performances: The ABBA Voyage Case
Brand: Vita e Pensiero
Availability: OnlineOnly

digital

Articolo

Rivista

COMUNICAZIONI SOCIALI

Sezione

Open Access

Titolo

Phygital Experiences through Immersive Live Performances: The ABBA Voyage Case

Autori

Carolina Camén, Jessica Edlom, Jenny Karlsson, Linda Ryan Bengtsson

Editore

Vita e Pensiero

Formato

Articolo |

Pdf

Pagine

Online da

07-2025

Doi

10.26350/001200_000235

Issn

0392-8667 (stampa) | 1827-7969 (digitale)

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Descrizione Commenti dei lettori

The premiere of ABBA Voyage marked a milestone in the experience industry. In a purpose-built arena in London, the Swedish popular music group ABBA performed as holographic representations (ABBAtars) in their first concert in 40 years. This event combined hologram technology, animations, film sequences, live music, and pre-recorded vocals to create an immersive experience. In this article, ABBA Voyage forms a case study for investigating how the intersection between immersive live performances, transmedia narratives, and place unfolds. The analysis draws on interviews and observations conducted at the arena and online. Findings reveal how ABBA Voyage combines a specific site with a digitally based performance, interconnecting the web of transmedia narratives and fandom that constitutes the ABBA universe. This paper suggests the concept of 'phygital experiences' to address the significance of blending immersive experiences, transmedia narratives, fandom, and place-specific events in the expanding experience industry, contributing to the commercialization of public and semi-public spaces.

Phygital Experiences through Immersive Live Performances: The ABBA Voyage Case © 2025 by Linda Ryan Bengtsson, Jenny Karlsson, Jessica Edlom, Carolina Camén is licensed under CC BY-NC-ND 4.0

keywords

Immersive experiences; transmedia narratives; phygital experiences; fandom; audience engagement.

Biografia degli autori

Linda Ryan Bengtsson, Karlstad University - linda.ryan-bengtsson@kau.se; Jenny Karlsson, Karlstad University - jenny.karlsson@kau.se; Jessica Edlom, Karlstad University - jessica.edlom@kau.se; Carolina Camén, Karlstad University - carolina.camen@kau.se.

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