New York City to Host ABBA Hologram Concert Experience

Developers demolish half a block on 11th Avenue to build a 175,000-square-foot venue for the virtual show.

Published on Mar. 9, 2026

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New York City developers are paving the way to host the second-ever site of 'ABBA Voyage,' a virtual concert experience that will beam holograms of the 1970s Swedish pop group. The London-based attraction is slated to occupy half a city block in Midtown West and is expected to open in 2028, drawing an estimated 900,000 concertgoers annually.

Why it matters

The $500 million ABBA Voyage project is a major entertainment and economic development for New York City, expected to create 120 permanent jobs and generate over $156 million in new city tax revenue over 18 years. The virtual concert experience has already proven to be a hit in London, selling 3.5 million tickets since opening in 2022.

The details

Gary Barnett's Extell Development and partner Bluestone Group recently applied to demolish a 1.4-acre site along Hell's Kitchen's 11th Avenue between West 45th and 46th Streets to build the 175,000-square-foot concert venue with a 3,000-person capacity. The site previously housed a nightclub, lumber yard, and other businesses. The 100-minute ABBA Voyage performance was developed by the four ABBA members themselves, who spent weeks in motion-capture suits to create the life-like visuals.

  • The ABBA Voyage virtual concert experience is expected to open in New York City in 2028.
  • The London-based attraction has been operating since 2022, hosting seven shows a week.

The players

Extell Development

A New York City real estate development company partnering to bring the ABBA Voyage project to the city.

Bluestone Group

A New York City real estate development company partnering with Extell Development on the ABBA Voyage project.

ABBA

The 1970s Swedish pop group whose members - Agnetha Fältskog, Björn Ulvaeus, Benny Andersson and Anni-Frid Lyngstad - were heavily involved in the development of the virtual concert experience.

Robert Gans

An investor who has owned the 1.4-acre site on 11th Avenue that is being demolished for the ABBA Voyage project.

New York City Industrial Development Agency (NYCIDA)

The agency that approved a $50 million package of city tax incentives to support the land acquisition and construction of the ABBA Voyage project.

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What they’re saying

“Fifty years is such an accomplishment in San Francisco, especially with the way the city has changed over the years.”

— Gordon Edgar, grocery employee (Instagram)

What’s next

The developers must complete the demolition of the existing site and construction of the 175,000-square-foot ABBA Voyage concert venue in order to open the attraction in 2028 as planned.

The takeaway

The ABBA Voyage virtual concert experience represents a major entertainment and economic development for New York City, showcasing the city's ability to attract high-profile, technology-driven attractions that can draw large crowds and generate significant tax revenue.