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  1. Production & Strategy
  2. Event Production & Fabrication

Even Better Than the Real Thing? See Inside This Immersive U2 Fan Experience

The interactive exhibit space spans two floors at The Venetian Resort Las Vegas and explores the band’s past, present, and future.

Michele Laufik
November 8, 2023

Zoo TV Cinema screens concert films and documentaries, including rare and unreleased footage from U2 shows as well as original content such as “Beyond the Tour” and “A Day in the Life of The Edge.”Zoo TV Cinema screens concert films and documentaries, including rare and unreleased footage from U2 shows as well as original content such as “Beyond the Tour” and “A Day in the Life of The Edge.”Photo: Courtesy of VibeeLAS VEGAS—The Sphere isn’t the only place in Vegas where U2 die-hards can immerse themselves in a fan-tastic experience.

In conjunction with the band’s live music experience, “U2:UV Achtung Baby Live at Sphere,” Vibee, the Live Nation-founded destination experience company and VIP package provider for the band’s run of shows, opened a corresponding immersive fan portal called "Zoo Station: A U2:UV Experience" at The Venetian Resort Las Vegas.

The exhibit borrows its name from “Zoo Station,” the opening track on U2’s 1991 album, Achtung Baby, and the nickname for Zoologischer Garten, a Berlin train station that’s not far from Hansa Studios where much of that album was recorded.

Created in collaboration with U2’s creative director, Gavin Friday, along with input from the band, the experience is being described as a love letter to fans, allowing visitors to explore the inspirations behind Achtung Baby and its accompanying Zoo TV Tour. The ground floor of the space features an industrial aesthetic, modeled after a '90s-era Berlin train station, while the second floor offers a more modern, futuristic environment that pays homage to the shows at the Sphere. Vibee produced the experience and enlisted LA-based studio VTProDesign.

“We always start from the fans' perspective to try and understand what would make the experience special for them and build up from there,” explained Andrew Luft, vice president of partnerships at Vibee. “We wanted to create an experience where guests can hang out, shop, and immerse themselves in the band’s rich history.”

He added, “Rather than present historical artifacts like a traditional exhibit, we focused on bringing the many rich themes from the [Achtung Baby] album and the tour to life: mass media, consumerism, satellite technology, and the fall of the Berlin Wall.”

The 12,000-square-foot interactive exhibit space also includes Zoo TV Cinema, a 175-seat theater featuring 12 different films curated by The Edge and powered by Dolby Atmos. Plus, 20 different songs and sounds from the U2 archives are sampled in the soundscapes that play throughout the portal. “It was really important to Gavin to strike the right tone for the space: ambient but with hooks, a little dark, but warm,” Luft explained.

It’s these types of hidden details that help bring the experience to life, he added.

“Throughout the space are countless Easter eggs for superfans to discover. The serial number on the side of the subway car is the code from the bank notes the band used as confetti during the Zoo TV tour. The 16 screens in the Fly Bar match the 16 photo tiles on the cover of Achtung Baby. The graffiti icons stenciled throughout the space are the original icon set designed for Achtung Baby.” Visitors can scan QR codes throughout to access a guided tour of these details.

Upward of 6,500 people visit the experience on show days, so it was important to Vibee for its VIP guests to have time to explore the space, interact with the installations, take photos, and shop—crowd free—which is why the experience is exclusively open to VIP pass holders from 4 to 5 p.m. on show days. Additionally, there’s a DJ, drink discounts, and music video and short-form content screenings in Zoo TV Cinema during this time.

The Vibee packages combine concert tickets with a two-night hotel stay at The Venetian, plus perks like airport shuttles, nightlife access, gift bags, and a special commemorative fan book.

Zoo Station saw over 100,000 visitors during its first month and expects to welcome over 250,000 guests by the time the band wraps up its shows in February 2024, Luft said. It is currently closed and will reopen Dec. 1, when the shows resume. The first floor of the experience is free and open to the public, while Zoo TV Cinema is ticketed.

Keep scrolling to see more from inside the "Zoo Station: A U2:UV Experience"...

U2 is set to wrap up its shows at the Sphere in February 2024.
U2 is set to wrap up its shows at the Sphere in February 2024.
Photo: Rich Fury
'Zoo Station: A U2:UV Experience' runs in conjunction with the band’s live music experience, “U2:UV Achtung Baby Live At Sphere.'
"Zoo Station: A U2:UV Experience" runs in conjunction with the band’s live music experience, “U2:UV Achtung Baby Live At Sphere."
Photo: Courtesy of Vibee
The ground floor of the space features an industrial aesthetic, modeled after a '90s-era Berlin train station.
The ground floor of the space features an industrial aesthetic, modeled after a '90s-era Berlin train station.
Photo: Courtesy of Vibee
The experience features a full-size replica of a Berlin subway car that houses a photo booth.
The experience features a full-size replica of a Berlin subway car that houses a photo booth.
Photo: Courtesy of Vibee
'Satellite of Love' is a massive installation where fans can collect their animated gifs to post on social media; it's named after a Lou Reed cover the band played on the Zoo TV tour.
"Satellite of Love" is a massive installation where fans can collect their animated gifs to post on social media; it's named after a Lou Reed cover the band played on the Zoo TV tour.
Photo: Courtesy of Vibee
The gift shop, called the U2 Pop Up Shop, uses the typeface from the band’s 1997 PopMart Tour.
The gift shop, called the U2 Pop Up Shop, uses the typeface from the band’s 1997 PopMart Tour.
Photo: Courtesy of Vibee
The Ultra Violet Lounge is a circular room inspired by the Sphere and the Brian Eno-designed turntable stage that the band performs on; a DJ plays here on show days for Vibee’s VIP happy hour.
The Ultra Violet Lounge is a circular room inspired by the Sphere and the Brian Eno-designed turntable stage that the band performs on; a DJ plays here on show days for Vibee’s VIP happy hour.
Photo: Courtesy of Vibee
Zoo TV Cinema is a 175-seat theater featuring 12 different films curated by The Edge and powered by Dolby Atmos.
Zoo TV Cinema is a 175-seat theater featuring 12 different films curated by The Edge and powered by Dolby Atmos.
Photo: Courtesy of Vibee
Zoo TV Cinema screens concert films and documentaries, including rare and unreleased footage from U2 shows as well as original content such as “Beyond the Tour” and “A Day in the Life of The Edge.”
Zoo TV Cinema screens concert films and documentaries, including rare and unreleased footage from U2 shows as well as original content such as “Beyond the Tour” and “A Day in the Life of The Edge.”
Photo: Courtesy of Vibee
Visitors can pose on a recreation of the Zoo TV tour stage.
Visitors can pose on a recreation of the Zoo TV tour stage.
Photo: Courtesy of Vibee
Visitors can climb inside a fully working Trabant—a now-defunct German car that was a defining symbol of the Cold War—and build a U2 song by hitting pedals and switches. The car installation is called “Throw Your Arms Around Trabi,” a nod to “Throw Your Arms Around the World,” a U2 song from Achtung Baby.
Visitors can climb inside a fully working Trabant—a now-defunct German car that was a defining symbol of the Cold War—and build a U2 song by hitting pedals and switches. The car installation is called “Throw Your Arms Around Trabi,” a nod to “Throw Your Arms Around the World,” a U2 song from Achtung Baby.
Photo: Courtesy of Vibee
The Fly Bar is a nod to Bono’s stage persona “The Fly.”
The Fly Bar is a nod to Bono’s stage persona “The Fly.”
Photo: Courtesy of Vibee
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