What ABBA The Museum does

ABBA The Museum is an interactive music destination located at Djurgårdsvägen 68, Stockholm, within the Swedish Music Hall of Fame building. It opened on May 7, 2013 and operates under POP Story AB (reg. no. 556895-3300), a subsidiary of Pophouse Entertainment Group AB. The museum occupies 2,000 sq. meters of exhibition space within a 5,000 sq. meter building and is dedicated to the pop group ABBA, which has sold approximately 378 million records globally. Core offerings combine physical memorabilia — original costumes, gold records, instruments including Benny's piano and Björn's guitars in a recreated Polar Studio — with interactive digital exhibits including a hologram stage where visitors perform as the '5th member' of ABBA alongside band-member avatars, the ABBA Quiz, karaoke in 'The Audition,' and an interactive music-mixing station (Tretow Mix Challenge). A self-playing piano connected to Benny's studio and QR-code audio guides in 12-13 languages (with ABBA members narrating in Swedish and English) extend the technical surface.

The museum generates revenue through multiple streams: timed-entry admission tickets at 249-329 SEK for adults and 549-749 SEK for families; group guided tours at 4,000-4,500 SEK per guide; school class bookings at 2,000-2,500 SEK; exclusive event rentals; premium VIP experiences (Owe Sandström Show, Ingmarie Halling curated tours); merchandise sales through an on-site shop and a Shopify-powered online store; and cinema screenings. Adjacent revenue-driving assets include The Visitors Bistro restaurant and partnership with Backstage Hotel in the same building, plus package deals with Hotel Hasselbacken, Hotel Rival, and Arlanda Express. The customer base is structurally tourism-dependent (international and Swedish visitors) with secondary segments in education, corporate events, and LGBTQ+ tourism via a Pride Collection partnership with Regnbågsfonden. The museum reached 500,000 visitors within 16 months of opening, was named a top 3 destination in Sweden in 2013, and continues to expand through rotating temporary exhibitions including the Mamma Mia! collaboration with Universal Pictures (2019-2022) and the ABBA Voyage Exhibition with Dolce Gabbana (2023+).

Name

ABBA The Museum

Legal name

POP Story AB

Website

https://abbathemuseum.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

ABBA The Museum is an interactive Stockholm-based destination operated by POP Story AB (within Pophouse Entertainment Group), combining ABBA memorabilia with digital experiences for international tourists, schools, and corporate event clients.

Ownership category

akta.pro rank

Product category

Music Museum / Cultural Attraction

NAICS

Museums (71211), Museums (712110), Museums, Historical Sites, and Similar Institutions (712)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Specialty Museums (e.g., Maritime, Aviation, Sports, Music, Film) (THAJADAF)

akta.pro secondary industries

Museum & Landmark Guided Tours (Skip-the-line/Docent-led) (THAJAAAC), Museum, Zoo & Attraction Gift Shops (CRALAJAG), Performing Arts & Cultural Event Venues (Theaters, Museums) (THAHAAAG)

Keywords

• Interactive music museum
• Cultural attractions
• Celebrity memorabilia
• Guided museum tours
• Themed exhibitions

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Supply Chain, Others

Revenue model

1. Museum Admission Tickets: Primary revenue stream from timed-entry tickets for museum access. Variable pricing based on visitor category (adult, family, child, student, senior) and seasonal/time period.
2. Guided Tours: Revenue from professionally guided tours of the museum in multiple languages, priced at 4000 SEK on weekdays and 4500 SEK on weekends per guide (max 20 persons)
3. Merchandise Sales: Sales of official ABBA The Museum merchandise including clothing, accessories, and collectibles through both physical shop and online store
4. Private Event Rentals: Exclusive museum rentals for corporate events, private parties, and special occasions. Can be combined with conferences, dinners, and team activities including ABBA Quiz and Karaoke
5. School Class Bookings: Specialized school tickets for educational visits from elementary through high school, with pricing of 2000 SEK on weekdays and 2500 SEK on weekends (max 30 students per class)
6. VIP Experiences: Premium experiences including Owe Sandström Show (exclusive costume designer presentation) and Ingmarie Halling curated tours
7. Cinema Screenings and Rentals: On-site cinema showing ABBA-related films including 'Pop Story' and 'ABBA In Concert', also available for private event rentals
8. ABBA The Museum Walk: Outdoor guided walking tour of Djurgården island visiting significant ABBA photography locations, priced separately with museum entry

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels9 records

Core offering

ABBA The Museum operates a 5,000 sq. meter interactive cultural attraction on Djurgården in Stockholm dedicated to the pop group ABBA. It sells timed-entry admission tickets for self-guided and guided tours of permanent and temporary exhibitions featuring original costumes, instruments, gold records and memorabilia, augmented by interactive experiences such as a hologram stage, karaoke, music-mixing stations and an on-site cinema. Complementary revenue comes from official merchandise, group bookings, school programs, private/corporate event rentals, VIP experiences and partner hotel packages.

Product overview

ABBA The Museum is an interactive museum dedicated to the legendary pop group ABBA, offering a unified visitor experience combining physical exhibitions with digital interactivity. The core offering centers on the main museum with permanent exhibitions showcasing memorabilia, costumes, instruments, and the band's history. Interactive modules include the 5th Member hologram stage experience, ABBA Quiz, karaoke in The Audition, and the on-site cinema showing exclusive films. The museum is supplemented by add-on services including guided tours (various languages), special VIP presentations (Owe Sandström, Ingmarie Halling), school programs, and the ABBA The Museum Walk outdoor tour. Adjacent amenities include The Visitors Bistro restaurant and the Backstage Hotel boutique hotel. A dedicated shop offers official merchandise including the Pride Collection. The museum also hosts rotating temporary exhibitions such as the ABBA Voyage Exhibition. Audioguides in 12 languages enhance visitor exploration.

Differentiator

Problem solved

Functional benefit

Products and services

• ABBA The Museum Admission Timed-entry admission to the interactive ABBA museum on Djurgården, Stockholm, giving visitors access to permanent and temporary exhibitions of original costumes, instruments, gold records and memorabilia, plus the hologram stage, ABBA Quiz, The Audition karaoke, the Tretow Mix Challenge and a 13-language audio guide. Available in adult, family, child, student and senior tiers with variable seasonal pricing.
• Guided Tours

Quantifiable outcome

• 500,000 visitors reached within 16 months of opening
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature5 records

Partnerships

Twelve partnerships are on record, tiered minor and core.

• B Åkerlund / Michael Schmidt / Dolce GabbanaminorStrategic or Co-development Partner · 7 May 2023Collaboration for ABBA Voyage Exhibition featuring costumes created by B Åkerlund in partnership with Dolce Gabbana and Michael Schmidt. Exhibition opened May 7, 2023 and runs for minimum 2 years.
• Judy Craymer / Universal PicturesminorStrategic or Co-development Partner · 4 April 2019Partnership with Mamma Mia! producer Judy Craymer and Universal Pictures for 'Mamma Mia! Behind The Movie Magic' temporary exhibition (April 2019 - January 2022). Included costumes, props, and exclusive film footage.
• European Broadcasting Union (EBU)minorStrategic or Co-development Partner · 7 May 2016Partnership for 'Good Evening Europe' temporary exhibition celebrating Eurovision Song Contest history. Initiated by Björn Ulvaeus and EBU's Jon Ola Sand. Exhibition included 60 years of Eurovision content.
• Regnbågsfonden (Rainbow Foundation)minorOthersABBA The Museum has a collaboration with Regnbågsfonden, a non-profit organization whose mission is to provide financial support to LGBT organizations around the world as well as private individuals. For every item sold from the Pride Collection, the museum donates 20 SEK to the foundation.
• Stockholm LGBTminorOthersABBA The Museum is a proud partner of Stockholm LGBT, part of the rainbow family of businesses including hotels, restaurants, attractions and partners committed to making Stockholm welcoming for LGBTQIA+ travelers.
• Backstage HotelcoreStrategic or Co-development PartnerBoutique hotel located in the same building as ABBA The Museum at Djurgårdsvägen 68. Offers exclusive hotel + museum packages combining accommodation with museum tickets. Part of the integrated visitor experience at the museum location.
• Hotel HasselbackenminorGTM or Marketing PartnerHistoric hotel dating back to the 1700s located across from the museum. Offers special hotel + museum packages. Connected through shared location on Djurgårdsvägen.
• Hotel RivalminorGTM or Marketing PartnerPrivately owned boutique hotel with 99 rooms in Södermalm district. Offers museum packages and is part of the broader Pophouse Entertainment hospitality network.
• The Visitors BistrocoreStrategic or Co-development PartnerRestaurant located adjacent to the museum entrance at the same premises. Offers Swedish cuisine and traditional fare. Open daily 11:00-18:00 for visitors before or after museum tours. Drop-ins welcome.
• Pophouse Entertainment Group ABcoreOthersParent company of ABBA The Museum. The museum is operated by POP Story AB (reg. no. 556895-3300), part of Pophouse Entertainment Group AB. Pophouse also operates Hotel Rival and develops music-based entertainment experiences.
• Swedish Music Hall of FamecoreStrategic or Co-development PartnerABBA The Museum is part of the Swedish Music Hall of Fame located at Djurgården, Stockholm. The building also houses exhibitions 'The History of Swedish Popular Music' and 'Hall of Fame'. Valid tickets work throughout the building.
• Arlanda ExpressminorGTM or Marketing PartnerRecommended airport rail link for visitors traveling from Arlanda Airport to Stockholm, facilitating tourist access to the museum.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Graceland: Elvis Presley's home-turned-museum in Memphis featuring original costumes, instruments, and personal artifacts; comparable as a single-artist attraction monetizing memorabilia and VIP tours to a global fan base.
• The Beatles Story: Interactive museum in Liverpool dedicated to The Beatles with memorabilia, audio guides, and themed exhibits; the closest direct comparable to ABBA The Museum in format, scale, and artist-dedicated music tourism model.
• Motown Museum: Detroit museum housed in the original Hitsville U.S.A. studio, showcasing Motown Records history with original recording equipment and costumes; directly comparable in the artist/label-dedicated music museum niche.
• Grammy Museum: Los Angeles music museum with rotating exhibits on recording artists and interactive music technology; comparable as a music-themed museum leveraging artist IP and interactive experiences.
• Rock and Roll Hall of Fame: Music-focused museum in Cleveland with rotating exhibits, memorabilia, and interactive experiences; comparable as a destination music museum leveraging iconic artist IP and interactive technology.
• Country Music Hall of Fame and Museum: Nashville museum dedicated to country music history with memorabilia, interactive exhibits, and ticketed admission; comparable destination music museum model with similar visitor economics.
• MoPOP (Museum of Pop Culture): Seattle interactive museum focused on pop culture and music with hands-on exhibits and sound lab experiences; comparable in its music-centric interactive experience design philosophy.

Regional players

• Vasa Museum: Sweden's most-visited museum located on Djurgården in Stockholm; competes for the same tourist's Stockholm itinerary and day-visit budget in the immediate vicinity.

Broad incumbents

• ABBA Voyage: Pophouse-operated virtual concert experience in London using ABBA avatars; operates under the same parent and shares brand DNA, representing both a cross-promotion opportunity and a potential cannibalization threat.
• Madame Tussauds: Global celebrity wax figure attraction with interactive photo and audio experiences; comparable as a celebrity/entertainment-focused ticketed attraction targeting similar tourist demographics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/abbathemuseum
• Instagraminstagram.com/abbathemuseum
• LinkedInlinkedin.com/company/abba-the-museum

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ABBA The Museum