The Brief

ABBA challenged us to create an opening night red carpet experience and VIP party worthy of their return to the stage with ABBA Voyage. The eyes of the world would be on the premiere in London with news and guests travelling from all over the globe to be part of the event. It needed to look great, feel premium, and be unmistakably ABBA.

What we did

We designed a dual red-carpet system to maximise the space outside the new ABBA Arena. It hosted over 1300 celebrity guests including Kiera Knightley, Kate Moss and even the Swedish Royal Family. Our multi-functional red-carpet provided international news crews and influencers the multimedia space needed to post their content in real-time with a flash zone for photographers, interview space, and a guest selfie wall.

Beyond red-carpet production and operation, we were responsible for guest list management and the creation of a dedicated zone for ABBA superfans that gathered throughout the build-up and event itself.

Following the Premiere, VIPs were shuttled to Magazine London for an After Party – where they enjoyed a DJ set by Tasty Lopez and Norman Jay, cocktails and canapes, and a dazzling backdrop of Canary Wharf. Here we curated all furniture design and dressing; creating four unique areas including a cocktail lounge, al fresco terrace; and a VIP area for the band and friends.

Let's do this