USA: “Prince: The Immersive Experience” Makes Worldwide Debut in Chicago

In Chicago, guests of all ages but especially fans of multiple “Grammy Awards” winner Prince († 2016) and lovers of his music are offered a new immersive experience dedicated specifically to his successful musical career, which is premiering in the city’s entertainment district, The Shops at North Bridge, where it will open through October 9. More than ten multidimensional spaces take guests on an immersive journey during which they can discover Prince’s creative evolution, his original sounds and life.

For example, visitors can step inside the “Purple Rain” album cover, enter “Studio A” at Paisley Park to mix a hit, or participate in an audiovisual dance party designed by stage and lighting designer Roy Bennett. Speakers and other technical equipment from Bose provide sonorous sounds throughout the space. In addition, selected wardrobe pieces, photography and instruments are also part of the experience.

The New York-based company Superfly, which specializes in exhibition concepts and design, and The Prince Estate, which manages the musical legacy of the U.S. artist, collaborated with the Cincinnati (Ohio)-based planning and design company JRA (part of the RWS Entertainment Group) to realize the immersive Prince experience.

“[…] 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 will 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,” said Kerry Black, Co-Founder of Superfly. (eap)