A cutting-edge, mixed reality exhibition featuring the world’s first Immersive Single® installation designed to take users on an omni-sensory, fully-immersive VR experience inside one of The Who’s all time classic tracks, Baba O’Riley.

A prototype in and of itself, the exhibition experience was enhanced by the use of next-generation XR technology offering a truly unique opportunity for fans to engage more deeply and intimately with the band than ever before.


The Who Exhibition told the story of the transformative years between 1969 (the last time The Who played Hastings) and 1971, during which time the band were catapulted from generation-defining ‘Mod Gods’ to international rock icons, who would go onto sell over 100 million records worldwide.


Highlights included a series of specially-commissioned new works from leading urban artists in response to the iconography of The Who and their music – including Pure Evil, London Police, Frankie Boyle Studio, My Dog Sighs – as well as a remastered print edition of the original Tommy album cover by Mike McInnerney.

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The centrepiece of the exhibition is a unique immersive entertainment experience – the launch of the world’s first Immersive Single® designed to take users on a physical and psychological journey inside of Baba O’Riley, the opening track of Who’s Next, considered to be one of the most iconic songs in classic rock history.

The installation features a replica of the monolith immortalised by Ethan Russell’s iconic ‘post-piss’ Who’s Next album cover. The monolith was fabricated at Pinewood Studios by the award winning Makinarium film prop studio, utilising the latest 3D scanning technology.

The experience was created in partnership with VisualSkies, one of the world’s leading creative technology and ‘virtualisation studios’. The concept was licensed to the exhibition by Audio.Visceral™ a ground-breaking, omni-sensory immersive entertainment company on a mission to create life-long memories within life-enhancing experiences.

MODS! by Richard Barnes
Before I Get Old by Dave Marsh
Much Too Much by Mike Evans
The Who Exhibition - LTD Edition T-Shirt (White Print on Black)
Mods & Rockers pencils