An immersive music experience centred around rock legend Prince has opened in Chicago, US.
Called ‘Prince: The Immersive Experience’, the walk-through attraction is the result of a three-way partnership between The Prince Estate, entertainment and brand experience creator Superfly and experiential design firm JRA.
JRA, part of the RWS Entertainment Group, worked alongside Superfly and The Prince Estate on the creation of the experience, providing planning, design and implementation services for the project.
Designed for music lovers of all ages, the experience consists of 10 multi-dimensional spaces telling the story of the artist’s life, music, and creative evolution.
Guests can step inside the iconic Purple Rain album cover, visit Studio A; Prince’s Paisley Park workspace and attend an audiovisual dance party.
Visitors can step into the iconic Purple Rain album cover CREDIT: JRA/SUPERFLY/THE PRINCE ESTATE
Designed by Prince’s lighting designer, LeRoy Bennett, the dance party experience features immersive audio powered by Bose, with guests hearing iconic Prince hits such as Raspberry Beret, Little Red Corvette, Kiss and Purple Rain.
The experience also features historic costume pieces, photography and instruments provided by The Prince Estate, as well as an immersive retail space.
“It’s an absolute honour to partner with The Prince Estate to create an experience that celebrates Prince’s legendary music and the visionary way that he lived his life,” said Superfly co-founder and music experience lead Kerry Black.
“I’m excited for fans to immerse themselves in Prince’s creative world in a way that has never been done before. I know I’ll forever be changed by working on this project and I hope this interactive trip will inspire visitors to express themselves as passionately as Prince did.”
Prince The Experience is located at The Shops at North Bridge on the Magnificent Mile on North Michigan Avenue. It runs in Chicago until October 9. Tickets start from US$39.50 (€39.69, £33.45) and can be reserved at PrinceTheExperience.com.
The experience tracks Prince’s creative evolution throughout his career CREDIT: JRA/SUPERFLY/THE PRINCE ESTATE
Prince’s lighting designer LeRoy Bennett created an immersive dance party for the experience CREDIT: JRA/SUPERFLY/THE PRINCE ESTATE
