The concept of "Turbines of Time" blends Freddie Mercury's vibrant legacy with the industrial heritage of the AEG turbine factory, creating an immersive journey where the past and present collide. The museum is located in Berlin, as the concept of the turbine is derived from the turbine factory that once stood in the city. The turbine, a symbol of innovation and power, becomes the metaphorical "engine" that propels visitors back through time, offering them a glimpse into the life and career of Freddie Mercury.
As guests pass through the museum, the turbine acts as a time machine, transporting them through different eras of Freddie’s life—from his humble beginnings to his rise as the frontman of Queen. The industrial backdrop of exposed steel, concrete, and glass, much like Freddie’s early black-and-white stage outfits, represents the foundation of his journey. As they move deeper into the museum, pops of bold colors, symbolizing his later flamboyant style, bring each chapter of his life to life.
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Dazzle is inspired by Freddie Mercury's electrifying stage presence and his iconic leather jackets adorned with bold colors and sparkling jewels. The interior embraces the museum's main concept, Turbines of Time, transporting customers back to the glam rock era and immersing them in Freddie Mercury’s world while retaining the raw, industrial essence of the factory.
In this interactive retail experience, customers can scoop up jewels from a glittering selection, just like picking candy in a candy store, and use them to bedazzle clothing, hats, glasses, or accessories inspired by Freddie’s bold fashion. After customizing their pieces, they head to the Glam Room for makeup and final touches, then strut down the Catwalk to show off their creations. With fun Accessory Zones and a Photo shoot for capturing memorable moments, Dazzle turns fashion into an extraordinary, fun, and personalized experience.
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