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Let’s be honest, the concept is a tough pill to swallow. A “digital” concert, starring avatars of a band in their 1979 prime, performing in a purpose-built arena in London.1 It sounds like a high-tech theme park ride, or perhaps a glorified, feature-length cutscene from a video game. We’ve all seen “holograms” of deceased artists, and the effect is often unsettling, landing somewhere in the “creepy” valley rather than being a heartfelt tribute.2
So, when you hear about ABBA Voyage, your skepticism is warranted. We are talking about one of the most beloved music catalogs on Earth. The risk of ruining that legacy with a tacky, lifeless digital puppet show is enormous. I went in wanting to be impressed, but fully expecting to be disappointed. Here’s what you need to know: it’s not what you think it is. And it might just be one of the most astonishing live events you will ever see.
How to Choose Your Voyage
- The Dance Floor (Standing): This is the most immersive experience. You’re in the center of the action, surrounded by the light show, and part of a crowd that is there to sing and dance. Highly recommended.
- Seated Admission: Ideal if you prefer comfort or want a guaranteed, unobstructed view of the entire stage spectacle. The purpose-built arena means every seat is a good one.
- Dance Booths: The premium, private option. You get your own booth with seating, a private bar, and your own dance floor.3 Perfect for a group or special celebration.
What ‘Digital Avatars’ Actually Means
First, let’s kill the word “hologram.” This is not a 2D projection on a piece of plastic, like the Tupac illusion from Coachella. The technology here is in a different universe. The four members of ABBA spent weeks in motion-capture suits, performing the entire show for 160 cameras.4 Industrial Light & Magic (the wizards behind Star Wars) then took that data and built photo-realistic, 3D “ABBAtars” of the band, de-aged to their absolute peak.5
These digital versions are then projected onto a colossal, 65-million-pixel screen, but the stagecraft is so clever, combining physical set pieces with the digital performance, that your brain is completely fooled.6 The most important part? They are not alone. The ABBAtars are backed by a phenomenal 10-piece live band, playing every note.7 This is the secret weapon. The show has a real, breathing, human heartbeat.
The Arena: A Hexagon of Pure Joy
This isn’t happening at an existing venue. They built the ABBA Arena from scratch in East London, just for this show. This decision is what elevates the entire experience from a simple screening to a total immersion. The hexagon shape means you are never too far from the stage. The sound system is one of the most advanced in the world, so you don’t just hear the music; you feel the bass line of “Gimme! Gimme! Gimme!” in your chest.
The lighting is a character in its own right. Massive, kinetic light rigs move above the crowd, bathing the entire room in color and energy, bridging the gap between the digital stage and the physical audience.8 You are not just watching a show; you are inside the show. This is something that could never be achieved in a standard, multi-purpose arena.
Suspending Disbelief: The Show Itself
So, what is it like? The show begins, the lights go down, and the digital figures appear. For the first five minutes, your brain is trying to find the trick. You’re analyzing the lighting, the way they move. You’re thinking, “This is incredible technology.”
Then, about halfway through the second song, something magical happens. Your critical brain gives up, and your emotional brain takes over. You stop seeing “technology” and you just see ABBA. They move, they joke, they have the mannerisms of the real people because, well, they are the real people, just wrapped in a digital costume. The live band thunders, the lights swirl, and Agnetha’s avatar looks you dead in the eye during “Chiquitita.” It’s a genuinely emotional, human experience. The setlist is a masterpiece of hits, from the high-energy disco of “Voulez-Vous” to the poignant “The Winner Takes It All.”
Dance Floor or Seated? The Big Decision
This is the most practical question, and the answer depends entirely on the experience you want. I have spoken to people who have done both, and the consensus is clear.
If you are there to party, to relive the joy of Dancing Queen with 500 other people, you must choose the Dance Floor. The energy is infectious. You are free to move, you’re close to the stage, and you are truly “in” it. The only downside is that, like any standing gig, you might be behind someone tall.
If you are there to appreciate the spectacle, or if standing for 90 minutes isn’t for you, the seated option is perfect. The seats are raked, so every view is clear. You get to see the full, breathtaking scope of the light show and how it interacts with the screens, which is a massive part of the magic. You can still stand up and dance in your row, and most people do. You can’t make a bad choice, but for my money, the energy of the dance floor is the heart of the show.
It’s Not a Gimmick, It’s a New Genre
ABBA Voyage isn’t just a nostalgia act; it’s a revolutionary new way to experience live music. It’s a time machine. It’s a collective, joyful illusion that brings 3,000 people to their feet every single night. The “digital” part isn’t a bug; it’s the feature that allows this to exist. It’s not a substitute for a real concert; it’s a new art form.
Is it worth the money and the trip to London? Without a shadow of a doubt, yes. Forget your skepticism. Forget the word “hologram.” What you are buying is 90 minutes of pure, unadulterated joy. It’s not a substitute for seeing ABBA. It is seeing ABBA.
