The premiere of ABBA Voyage marked a milestone in the experience industry. In a purpose-built arena in London, the Swedish popular music group ABBA performed as holographic representations (ABBAtars) in their first concert in 40 years. This event combined hologram technology, animations, film sequences, live music, and pre-recorded vocals to create an immersive experience. In this article, ABBA Voyage forms a case study for investigating how the intersection between immersive live performances, transmedia narratives, and place unfolds. The analysis draws on interviews and observations conducted at the arena and online. Findings reveal how ABBA Voyage combines a specific site with a digitally based performance, interconnecting the web of transmedia narratives and fandom that constitutes the ABBA universe. This paper suggests the concept of 'phygital experiences' to address the significance of blending immersive experiences, transmedia narratives, fandom, and place-specific events in the expanding experience industry, contributing to the commercialization of public and semi-public spaces. © 2025 Vita e Pensiero. All rights reserved.