JRA, part of RWS Entertainment Group, has announced the launch of Prince: The Immersive Experience in Chicago, presented by Superfly in partnership with The Prince Estate. The leading experience designer collaborated with both Superfly and The Prince Estate to provide planning, design and implementation for the new attraction, which invites guests to immerse themselves in the music and life of the iconic artist.
During the interactive experience, visitors journey through over 10 multidimensional spaces as they discover Prince’s life and his creative evolution, as well as his original sound. This includes a chance to step inside the Purple Rain album cover, mix one of his greatest hits in the Paisley Park workspace Studio A, and enjoy an audiovisual dance party designed by Prince’s lighting designer, Roy Bennett.
An immersive experience for music lovers
Prince: The Immersive Experience is designed for music lovers of all ages. Powered by Bose, it features speakers and equipment from the leading brand, delivering immersive audio. Alongside the much-loved hits, the attraction also allows guests to discover historic items from Prince’s wardrobe pieces, photography, instruments and more, courtesy of The Prince Estate.
“It is an absolute honor 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,” says Superfly co-founder Kerry Black, who leads Superfly’s music experiences division.
“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.”
Prince: The Immersive Experience is open in Chicago until 9 October. Tickets are available for purchase by visiting PrinceTheExperience.com.
Earlier this year, JRA announced the appointment of Sam Xu to its business development team, as part of the company’s continued expansion in Asia-Pacific. The former Thinkwell Group director has joined JRA as a Beijing-based senior business development leader and account manager.
