“We never intended to create a museum as such – this is a place full of beautiful, amazing and fun things we like. It is a museum that works just as well for an old fan as for a curious seven-year-old, which came as a happy surprise for us when we opened the museum in 2013,” laughs curator Ingmarie Halling. “The secret behind our success is to make visitors feel included in the story about ABBA, and their experience is enhanced with digital storytelling. Every ticket has a unique barcode that enables the visitors to record precious moments as a keepsake.” The museum is continuously expanding as people call up to sell ABBA memorabilia.