“It is a museum where you can participate and not only be a spectator,” says Ingmarie Halling, museum director at ABBA The Museum. Popular features include the hologram illusion, where you go on stage as the fifth member of ABBA, and the Gold Room filled with the pop icons’ original clothes. Just over one million people have visited the museum in Djurgården in Stockholm since it opened in 2013. Around 70 per cent of them are from abroad, which is no surprise to Halling. “I used to work with ABBA in the ‘70s, doing make-up and clothes on tour. So I already sensed that they were even more popular abroad than in Sweden.”

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