Immersive Prince attraction opens in Chicago

An immersive experience celebrating the life and music of rock legend Prince has opened in Chicago

Prince: The Immersive Experience consists of 10 multi-dimensional zones celebrating the life and legacy of the artist Credit: JRA/Superfly/The Prince Estate

An immersive musical experience centered on rock legend Prince has opened in Chicago, USA.

Called “Prince: The Immersive Experience,” the attraction is the result of a three-way partnership between The Prince Estate, branded entertainment and experience creator Superfly, and experiential design firm JRA.

JRA, part of 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.

Customers can step inside the iconic purple rain album cover, visit Studio A; Prince’s Paisley Park workspace and attend an audio-visual dance party.

Visitors can enter 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 Bose-powered sound, with guests listening to iconic Prince hits such as Raspberry Beret, Little Red Corvette, Kiss and Purple Rain.

The experience also includes historical costume pieces, photographs and instruments provided by The Prince Estate, as well as an immersive retail space.

“It’s an absolute honor to partner with The Prince Estate to create an experience that celebrates Prince’s legendary music and the visionary way he lived his life,” said Kerry Black, co-founder of Superfly and head of musical experience.

“I am thrilled that fans are immersing themselves in the creative world of Prince in a way that has never been done before. I know I will be forever changed working on this project and I hope this interactive journey inspires visitors to express themselves with as much passion as Prince.

Prince The Experience is located in The Shops at North Bridge on the Magnificent Mile on North Michigan Avenue. It takes place in Chicago until October 9. Tickets start from US$39.50 (€39.69, £33.45) and can be booked through

The experience follows 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

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