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Spice Girls reunite to launch Viva Forever! musical, opens 11 Dec

Date: 26 June 2012

The Spice Girls reunited today to launch Viva Forever!, the musical based on their songs that will open at the Piccadilly Theatre on 11 December 2012 (previews from 27 November).

The event took place at the St Pancras Renaissance Hotel in London, where the band filmed their famous video for "Wannabe" in 1996.

Producer Judy Craymer, who made her name with Abba musical Mamma Mia!, was also in attendance along with book writer Jennifer Saunders.

“Jennifer Saunders is a comedy goddess and a brilliant collaborator,” said Craymer. “I feel incredibly fortunate that she agreed to write this story, her first West End musical. With her razor-sharp, witty insight she completely captures relationships, she gets the theatricality and comedy of the TV talent show and chaos that ensues for family and friends.

"She understands the anxieties in women, the fear of judgment and trepidation that one day they get to a certain age and become invisible. Her story embraces all generations.”

Directed by Paul Carrington, who has worked on several international productions of Mamma Mia!, the show is billed as a comedy musical about "family, friendship and trying to stay true to yourself in a world where everyone craves instant fame and will grab it at any price - a world where fortunes change on the click of an iPhone or the whim of a TV talent show host."

Viva Forever! centres on the fortunes of four TV talent show contestants, especially a young woman called Viva who lives on a houseboat with her mother.

Bringing 'girl power' to a new generation

At the launch, Geri Halliwell said: "Sixteen years ago I couldn't imagine when we wrote the lyric 'zig-a-zig-ah' it would end up in a West End show. We're thrilled to be working with these amazing women - incredible."

Victoria Beckham - aka 'Posh Spice' - added: "I think we're going to introduce a whole new generation to girl power. What we do individually and collectively is empower women and we're hoping there's a load more people who are going to come on board."

Mel C said: "We've seen a lot of the workshops of the show and it's better than we ever could've hoped ... to have our songs being performed night after night in a theatre is an honour for us."

There was a humourous moment when Geri Halliwell praised her fellow bandmates only for Mel C to say, "she's only saying that cos she left" (referring to Halliwell's break from the band 1998).

Mel C then summed up their sentiments saying, "Everything, it just feels so surreal...We just feel incredibly lucky."

Viva Forever!'s creative team is completed by choreographer Lynne Page (La Cage Aux Folles), musical director Martin Koch (Mamma Mia!), designer Peter McKintosh, sound designer Bobby Aitken and lighting designer Howard Harrison.

“I’m so thrilled the Spice Girls themselves have shown me so much encouragement and support,” added Craymer.  “This is not a tribute show but the positivity, energy, humour, excitement and friendships that encapsulated the Spice Girls and their songs have inspired the whole creative team, and infuse Viva Forever!”
** VIVA FOREVER! THEATRE TICKETS ARE NOW ON SALE! CLICK HERE TO BOOK THROUGH WHATSONSTAGE.COM **

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Booking Tickets & Show Listings
	Viva Forever! Listing Page

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