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Prince: The Immersive Experience

Created by Superfly and The Prince Estate, The Experience is an interactive celebration of the iconic artist's life and legacy.

Prince The Immersive Experience, 2022
Superfly, Creative Direction

In 2021,Superfly contracted Hyphen-Labs as Experiene Designers and Creative Directors, to help the development and execution of two large scale immersive experiences based on the music and lives of two legacy artists. Designed for any music fan, 10 spaces guided visitors through the life and work of one of the most important artists of our generation.  Presented by Superfly in partnership with The Prince Estate, we oversaw and directed the planning, design and implementation supported by JRA.  Visitors were able to step inside Purple Rain’s album cover; visit a recreation of Prince’s infamous STUDIO A to mix an iconic hit; and dance in an audio visual space designed by Roy Bennett.  The entire space has bespoke sound powered by Bose. The experience showcases his iconic albums, outfits, guitars and artifacts  courtsey of The Prince Estate.  The result is an interactive, one-of a kind attraction celebrating the legacy of this beloved and visionary artist. 

Designed for music lovers young and old, Prince fans, families and everyone in between, Prince: The Immersive Experience takes visitors through more than 10 multidimensional spaces, where they can experience Prince’s life, creative evolution, and original sound in a new and illuminating way. Presented by Superfly in partnership with The Prince Estate along with planning, design and implementation support by JRA, this interactive trip lets visitors step inside the Purple Rain album cover; head into Prince’s beloved Paisley Park workspace Studio A to mix an iconic greatest hit; and get down to an audiovisual dance party designed by Prince’s lighting designer, Roy Bennett. Powered by Bose, the experience features speakers and equipment from the world-renowned brand that deliver immersive audio to fans as they explore Prince’s catalog of hits. The Experience also features historic wardrobe pieces, photography, instruments, and much more courtesy of The Prince Estate. The result is an interactive, one-of-a-kind attraction celebrating the legacy of this beloved and visionary artist.

︎︎︎ Visit the Prince Immersive Experience Website

The Prince Immersive Experience opened on Chicago’s magnificent mile June 2023. 

Photo credit: Superfly and Alive Coverage