ABBA Voyage

ABBA Voyage is a groundbreaking concert experience located in a custom-built arena at Queen Elizabeth Olympic Park in Stratford, East London. It features digital avatars (ABBAtars) of the band members as they appeared in 1979, backed by a live 10-piece band.

What to Expect

This isn’t a simple film screening; it is a high-tech fusion of light, sound, and physical effects. You will see the four members of ABBA performing their greatest hits with movements and expressions captured from the original artists themselves. The boundary between digital and reality blurs, making it feel as though the band is physically on stage. It is a high-energy celebration of music where the audience is encouraged to sing and dance throughout.

Duration and Audience

The concert lasts approximately 90 minutes without an interval. Most visitors spend about 2 to 3 hours at the site when including time for security checks, bag drops, and pre-show drinks.

Best Suited For: Fans of 70s pop, families, and tech enthusiasts. It’s a multi-generational event where grandparents and grandchildren can enjoy the same music.
Potential Boredom: If you aren’t a fan of ABBA’s discography or prefer “unplugged” raw live music over high-production digital spectacles, the scripted nature of the show might feel less spontaneous to you.

Timing and Atmosphere

For Energy: Weekend evening shows have the most electric, party-like atmosphere.
For Quiet: Weekday matinees are generally calmer and less crowded in the concourse areas.
Weather: The arena is fully enclosed and climate-controlled, so it is a perfect “rainy day” activity.

Budget and Value

While tickets vary in cost based on proximity to the stage, there are ways to make the trip more affordable:

Standing vs. Seating: “Dance Floor” tickets are often the most immersive and can be more budget-friendly than premium seated blocks.
Groups: Occasionally, group booking discounts are available for large parties.
Memberships: Keep an eye out for third-party reward schemes like Tesco Clubcard partners or Blue Light Card discounts, which have been known to offer occasional promotions on London theatre and event bookings.

Unique Features

What sets this apart is the ABBA Arena itself. It was designed specifically for this show and is demountable, meaning it could theoretically be moved to another city in the future. The integration of the lighting rig with the digital avatars creates a 360-degree sensory experience that traditional concerts cannot replicate.

Visitor Tips

Clothing: There is no strict dress code, but many fans wear sequins, glitter, and 70s-inspired outfits. If you are on the dance floor, wear comfortable shoes, as you will be standing for the duration.
Travel: Use public transport. The arena is a short walk from Pudding Mill Lane (DLR) or a slightly longer walk from Stratford Station.
Food and Drink: There are bars and food stalls inside the arena “Ocean Bird” lounge. However, for a more substantial meal, the nearby Westfield Stratford City offers a massive variety of dining options for all budgets.
Bag Policy: Only small bags are allowed inside. There is a cloakroom, but it can get busy, so travel light if possible.

Nearby Enhancements

Since the arena is in the Olympic Park, you can pair your visit with a trip to the ArcelorMittal Orbit or a stroll through the park’s wetlands. For post-show drinks, the Hackney Wick area is just a short walk away, offering trendy canal-side bars and craft breweries that capture a more “local” East London vibe.