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Björn Ulvaeus’s Pophouse Fills Out Board of Directors With Execs From Airbnb, EQT

The Swedish company is behind endeavors including ABBA Voyage and The Avicii Experience.

Pophouse, the Sweden-based entertainment company co-founded by ABBA‘s Björn Ulvaeus behind myriad music, tech and hospitality endeavors, has filled out its board of directors with executives from Airbnb and EQT.

The full board now includes Catherine Powell, global head, hosting at Airbnb. Prior to Airbnb, Powell spent years at The Walt Disney Company, most recently as president of Disney Parks, Western region, where she oversaw Disneyland, Walt Disney World and Disneyland Paris.

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The Pophouse board is also welcoming Alexandra Lutz, a partner at Stockholm-based investment organization EQT. Powell and Lutz join Pophouse’s existing board members, including Pophouse chairman and former Manchester United executive Michael Bolingbroke, Pophouse co-owner Conni Jonsson, Pophouse co-owner and ABBA member Björn Ulvaeus, UMG executive Frank Briegmann, former CFO of Nordic financial services group SEB Per-Arne Blomquist and Pophouse CEO Per Sundin

“Alexandra brings world-class experience in digital growth that will help our brands expand their businesses,” said Ulvaeus in a statement. “Catherine will provide us with extensive knowledge of entertainment and customer experience that will be valuable in creating even better experiences throughout our group.”

Pophouse is a lead investor in London’s ABBA Stadium, located in Queen Elizabeth Olympic Park, where ABBA will perform daily as digital “abbatars” on a giant LED screen along with a 10-piece live band. The show, ABBA Voyage, is slated to open on May 27, 2022.

Pophouse also recently opened Stockholm’s Space, a digital culture center being billed as the world’s largest gaming center that will additionally be home to the Avicii tribute museum, The Avicii Experience, which is set to open Feb. 26, 2022. (Pophouse Entertainment CEO Sundin is closely connected to the Avicii legacy, having signed the artist’s breakout hit “Levels” to Universal Music in 2011.)

Pophouse Entertainment is also behind Stockholm’s ABBA The Museum and other cultural installations and hotels throughout the city. The company is currently moving into intellectual property investments, particularly music rights, through several strategic acquisitions and development projects.