The group BTS's pop-up 'BTS POP-UP: MONOCHROME' (hereinafter 'Monochrome') won the main award in the brand & communication design institutional sector at the '2025 Red Dot Design Award' in Germany.
The 'Red Dot Design Award' is a globally recognized international design award that has been held since 1955. It is considered one of the world's three major design awards along with Germany's 'iF Design Award' and America's 'IDEA'. Every year, design experts from around the world participate as judges to comprehensively evaluate the creativity, completeness, and functionality of designs in three sectors: product design, design concept, and brand & communication design, selecting award-winning works. The award ceremony for the '2025 Red Dot Design Award' is scheduled to be held in Germany on Nov. 7.
'Monochrome' was conceptualized with the idea of delivering a 'memory cloud' filled with memories of BTS to fans worldwide. Beginning in April of last year in Seoul, it directly met fans in nine cities, including Tokyo, Jakarta, Bangkok, Los Angeles, Chicago, New York, Manila, and Hong Kong. This pop-up event has received enthusiastic responses, with approximately 270,000 visitors over the course of about a year.
'Monochrome' gained attention by providing an online-offline experience in which fans actively participated beyond a simple exhibition. Fans collected clues on an experiential website themed around the 'memory cloud' and nurtured curiosity by following the delivery journey. The offline pop-up was set as the final destination for the 'memory cloud'. People visited this space to immerse themselves in the multimedia experience by viewing photos and videos filled with memories of BTS.
BTS has held various pop-ups, both as a group and individually. They have addressed different themes, such as new album concepts and the artist's journey, and have garnered attention for their original planning intentions and immersive content. BTS's pop-ups have established themselves as spaces where fans can fully experience the group's messages and emotions.
[Photo] Provided by Big Hit Music.
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