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‘Prince: The Immersive Experience' Will Offer Fans Chance to Step Into the Life of the Music Icon

Prince's death in 2016 was a blow to music lovers across the globe, but his purple reign continues.

Thanks to one of pop's most memorable music catalogs and his estate's determination to keep the artist relevant, the Prince brand is thriving.

Recently valued at $156 million, The Prince Estate's latest venture to keep the Purple One's legacy alive is an ambitious one.

It has partnered with entertainment and brand experience company Superfly for a one-of-a-kind immersive experience that will honor the legacy and artistry of Prince.

The collaboration with the company, best known for co-founding Bonnaroo and co-producing the Outside Lands festival, is set to launch in Chicago in June.
Superfly's co-founder, Kerry Black, said in a release announcing the project that its goal is to "reimagine how fans interact with their favorite artists and music.”

“There are few ways to encounter music in a physical space outside of concerts," Black said. "This project will change that, pioneering a new approach to experiences while respecting the creative vision of the artist.”

Details were sparse at the time of the announcement, but in addition to offering more than 10 multidimensional spaces that take visitors through the icon’s life — showcasing his musical eras and creative evolution and highlighting his influential sound —Black told Rolling Stone that fans will be able to interact with the Purple Rain album cover as well as the studio where Prince created much of his music.

"You’re going to be able to step into a Purple Rain album cover,” he said, "where you can get your photo up on the motorcycle. But we’re also doing a full buildout of the entire street scene, right? So there’s going to be the First Avenue club and a bunch of the stores.”

Black added, “We’re doing a partial replica of Studio A, which was his studio where he created all his music from about 1990 on, and in there, people are going to be able to go and sort of play producer and mix stems from ‘Let’s Go Crazy.'” The exhibit will also display a mix of Prince’s original wardrobe and instruments alongside replicas as well as photographs.

The experience will run through Oct. 9 in Chicago. Time-stamped tickets, starting at $39.50, go on sale at 10 a.m. March 31, at

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