UPDATE: Prince: The Immersive Experience has extended its Chicago run through Jan. 1, 2023.
Walk into Prince: The Immersive Experience — a 24,000-square-foot space at the corner of Michigan Avenue and Ohio Street — and you'll be transformed into the world of the legendary musician.
"This is giving people a chance to experience Prince,” said Richard Gay, the Chief Operating Officer of Superfly, a live experience company. “Not just listen to his music [and] not just be a fan, but [to] come in and experience it."
The exhibit, which debuts in Chicago on June 9, will feature 10 interactive rooms filled with music, album covers, music video sets, touch screen presentations, Prince's work with social justice and philanthropy, a dance room with live DJ's, and a recreation of Studio A from Paisley Park.
"If you've ever been to Paisley Park, you know that's literally where the magic happened, where he sat and did production of all these great hits,” Gay said. “This is just another view into the genius that Prince was."
Gay said fans and music lovers will be able to celebrate Prince's life and music in an interactive way.
"There are some fans that take [one] hour … because they want to read everything. Read every quote [and] every word on the wall,” Gay said. “You see others who just want to play, touch things. You can customize your own experience."
Patrons can also get down to an audiovisual dance party designed by Prince’s lighting designer, Roy Bennett.
Another experience, powered by Bose, featured speakers and equipment with immersive audio for fans as they explored Prince’s catalog of hits. The exhibit also featured historic wardrobe pieces, photography and instruments.
"There [are] so many dimensions,” Gay said. “You want to enjoy his music; there's music everywhere. You remember that great outfit that he wore at that awards show; we've got the outfits set up. You want to play in the studio because he was an amazing producer; you can do that. You remember the videos; you step on the stage, and you're in the ‘When Doves Cry’ video.”
Superfly worked with the Prince Estate to create the exhibit.
"There are plenty of authentic items and … so many unseen photographs,” Gay said. “We have weekly calls with the estate, and they have approved everything you see here.”
Prince: The Immersive Experience is at 540 N. Michigan Ave. and will be on display through October 2022.
“We've had die-hards who have a new sense of discovery,” Gay said. “Whether you're a 14 year old who just likes cool, immersive stuff, or whether you're a lifelong 50 year old Prince fan like myself, everyone discovers something new.”
"Prince was proud to be from the Midwest and we're very excited to be here in Chicago, in the Midwest to celebrate him," Gay said.
Tickets are on sale now at PrinceTheExperience.com.
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