There are plenty of things I’d recommend to guests staying with us at La Gaffe: a wander across Hampstead Heath, a pint and a plate of fish and chips in a traditional pub, a day exploring the British Museum, a visit to Portobello Market…actually, I could go on indefinitely!  

But when an old friend flew in from New York last month and told me he was dying to see ABBA Voyage, I knew I’d be heading back to Stratford for a second time. And I’m happy to do it - because I know it’s going to be just as great as when I first saw it, eighteen months ago.  

Stuart’s heard about this show from everyone he knows and has been refusing to believe anyone’s description of it. 

“Holograms?” he said over lunch. “Really?” 

“Just wait and see,” I replied.

Stuart’s now back on the other side of the pond, and without giving too much away, I can tell you all that he loved it.  In the meantime, here’s my guide for anyone who is curious, sceptical or already humming “Waterloo” under their breath…

So, what actually is ABBA Voyage?

First, a small correction: it isn’t a hologram. ABBA Voyage is a full-scale concert experience that combines state-of-the-art visual technology with a live band for 100 minutes with no interval. Agnetha, Björn, Benny and Anni-Frid appear as digital versions of themselves, recreating an ABBA concert at the height of the band’s success in the 1970s. 

They perform all the big hits alongside a live ten-piece band, and that live band is what makes the evening feel less ‘gimmmicky’. The musicians are right there on stage, and as you watch them sing, the sound and energy are completely real.  Then you look at the four figures (‘Abbatars’ I call them jokingly) and your brain has to remind you that - much as you think they’re real - they aren’t!   

The venue is part of the magic

The show isn’t held in a repurposed theatre or arena. It plays at ABBA Arena, a purpose-built 3,000-capacity venue in Queen Elizabeth Olympic Park, East London.  Everything about the building is designed around the performance: the sightlines, the lighting, the sound.  And because the venue is relatively intimate for a show on this scale, it makes you feel like you’re really a part of it.  Whether you’re sitting or on the dance floor, you completely feel a part of it. 

Why it’s genuinely one of a kind

I’ve been to a lot of concerts over the years, and I can’t think of another that compares.  Why?

Firstly, It’s a show that could only exist now. This isn’t a tribute act or a reunion tour where the years show. It’s ABBA as they looked and sounded in their prime, recreated with technology that didn’t exist when they were on stage. You are watching something radically new.  Around 4 million people have now seen it since it opened in May 2022, and although it’s no longer a regular ‘sellout’ it’s pretty full most nights - which shows you how popular it still is.

Secondly, the evening is a real ‘greatest-hits’ parade. I won’t spoil the running order, but expect a full range of classics, from “Dancing Queen” and “Mamma Mia” to the “Voyage” album tracks.   Even better, in May 2025 the show expanded its setlist for the first time - going from 90 minutes to 100, This means you now get extra songs (which are rotated, but include “Super Trouper”, “The Name of the Game”, “Money, Money, Money” and “Take a Chance on Me”). 

So, like me who first saw it in April 2025, this is another reason to go again!

Thirdly, there’s a dance floor.  This is the part people don’t expect. Within a song or two, the whole arena is moving. You’ll see people in sequins, people in flares, people who swore they’d stay in their seats and are now on their feet with their arms in the air.  Stuart and I were on the dance floor and I can’t tell you how many calories I burned off, throughout the evening.  The acoustics are incredible, the lighting spot-on and the energy from the audience electric! 

Who shows up (and why that’s half the fun)

ABBA Voyage is an incredible place to see a mixed crowd. These include:

  • Lifelong fans who saw ABBA in the seventies, and whose emotional reaction to the opening number is a joy to witness.
  • Three generations of one family, with grandparents explaining the lyrics to grandchildren who already know every word from film soundtracks and playlists.
  • Groups of friends in full costume, treating it as the best night out of the year.
  • Couples on a date night, and plenty of visitors from overseas ticking off a London must-do, just like Stuart.
  • Younger fans in their late teens and twenties. £35 tickets for 16–25 year olds are added every month, so it’s well worth checking if that applies to you. 

What unites them all is that nobody is too cool to enjoy themselves, and that atmosphere is infectious. And trust me, you don’t need to be an ABBA superfan to show up, because you will almost certainly know more of the songs than you think.

Practical tips from someone who’s been twice

Since I’m writing for La Gaffe, and assume many of you reading this are planning a holiday in London, here is the useful stuff.

  • Book ahead. The show plays seven concerts a week, including weekend matinees, so there is flexibility. Good seats and weekend dates still go quickly, though so don’t leave it until the last minute.
  • Good news for planners. The run has just been extended until 28 June 2027, with 170,000 new tickets released. 
  • Dress for fun. There’s no dress code. Some people go all out in glitter and platforms, and others come in jeans.  We saw 20-somethings in white belted jumpsuits, and grannies in sequinned caps, amongst other things!  Stuart refused to dress up (sadly) so we came in casual clothes but with comfy shoes (they are a must if - like us - you choose the dance floor).  
  • Leave time to get there. Allow plenty of extra time, as the venue is a fair way out from central London and you really don’t want to miss the opening.
  • Food and Drink - there are two bars and some fast-food joints there, but nowhere to get a sitdown - or healthy - meal.  So if you want to eat properly beforehand, try Stratford (one stop from Pudding Mill Lane) which has plenty of good eateries.
  • Dance floor or Seats? If you want to be on your feet all night, the standing area is the place to be. If you don’t have that much energy, the auditorium seating gives you a lovely view of the whole spectacle.

 

So, is it worth it if you’re only in London for a few days?

Yes, and I’d say that even with limited time. When I’m asked what to do in London, most people expect me to suggest the museums, the markets and the royal landmarks, and those are all wonderful. But ABBA Voyage offers something you can’t get anywhere else in the world. It isn’t a show you can catch on tour next year or stream at home. It exists in one purpose-built arena in East London, and if you want to see it, you have to come here.

It’s also a rare thing to enjoy with almost anyone: your parents, your teenage children, your oldest friends. So it makes for the perfect trip - as a date, a family outing, a birthday gift, a meeting up of people who all grew up singing ABBA songs.  

I don’t want to give too much more away and because no filming is allowed inside, the producers’ dream that the mystery of the show stays mysterious has been met.  So - yep - you’ll really have to buy a ticket.  But trust me - you won’t be sorry because like me, Stuart, our general manager Lorenzo and millions of others, this will truly be an event to stick in your mind.

Come and stay with us

If ABBA Voyage is on your London wish list, we’d love to be your base. La Gaffe Hotel Hampstead is a family-run set in a peaceful, village-like corner of London with the Heath on its doorstep, and a perfect place to come home to after a big night out. All of our rooms - whether single, double or family - are en-suite and, whilst compact, are clean, comfortable and have everything you need.

There’s plenty in our neighbourhood to keep you occupied but the tube is just three minutes away, leaving you in the heart of London in just a quarter of an hour.  So you can wake up, have a leisurely breakfast (complete with our famous cappuccino) and let your mood decide where you head next.  

Get in touch to book your stay directly with us, and to ask our team for tips on getting to the show, where to eat beforehand, and what else to fit into your visit.  Oh - and bring your dancing shoes!

The author is Sarah Mann, who is the regular blog contributor for La Gaffe