The group BTS, which returned as a complete unit, is redefining scenes around Seoul with the urban project 'BTS THE CITY ARIRANG SEOUL' (hereafter 'The City Seoul'). It transforms the entire downtown into a vast cultural space enjoyed by all citizens, offering a 'rarity of experience' that can be felt only here.
On the 6th, the "Army Madang (ARMY MADANG)" appeared around Dongdaemun Design Plaza (DDP). It was designed with a modern reinterpretation of the traditional Korean communicative space "madang," creating an atmosphere where visitors mingle and enjoy themselves. Entering the entrance along the graceful curves of the DDP exterior, onto which an intense red light is projected, visitors are greeted by a giant sculpture engraved with the phrase "WHAT IS YOUR LOVE SONG." This unique box-tape-shaped object has become an iconic photo zone signaling the start of the festival.
Interactive programs are also wildly popular. In "CUSTOMIZE YOUR Arirang," visitors can design T-shirts and light sticks with their own sensibility. Visitors are busy attaching album theme stickers to T-shirts and light sticks and imprinting their tastes with personalized phrases. A participatory exhibition where visitors complete the story of "Arirang" is in full swing. In the "FILL YOUR LOVE SONG" zone, people write their favorite songs and lyrics on red balls. The balls are gathered to complete a giant album logo, creating the exhibition in real time. The "KEEP YOUR LOVE SONG" activity, where people explore lyrics of included tracks and keep them as postcards, and the "CAPTURE YOUR MOMENT" booth, where visitors make photos and photocards using The City Seoul–exclusive frames, are packed with people recording moments of the festival.
"The City Seoul" expanded its scope to include the Cheonggyecheon area, which retains Seoul's historical charm, transforming the entire city into a single stage. At night, dazzling lights cross over Cheonggyecheon and the message of the new album's title track "SWIM," "KEEP SWIMMING," drifts over the water as if swimming. Citizens strolling along Cheonggyecheon can enjoy the excitement of discovering BTS messages hidden in various places.
The Beodeul Bridge promenade and Ogangsu Bridge have been transformed into streets of light embroidered with "KEEP SWIMMING," captivating the footsteps of strollers. The large stairs at Yongsan Station plaza turn into a vast blue swimming pool. The lavish typography filling the entire stairway with blue waves offers an immersive sensation as if walking underwater. It gives passersby an unexpected refreshing sense of liberation and a surreal visual experience.
"The City Seoul" is being deployed widely using major urban landmarks as bases. In addition to the spectacular music light show at DDP, the media facade at Shinsegae Square and the "Love Quarter" held at the National Museum of Modern and Contemporary Art densely fill the city. In addition, collaboration programs linked with mobility, lodging, finance, and food and beverage sectors allow people to experience "The City Seoul" anywhere in daily life. The "Army Madang" runs through the 12th, and the "Love Quarter" at Cheonggyecheon and Yongsan Station runs until the 19th.
[Photo] Provided by BigHit Music (HYBE).
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