Seoul has been transformed into a massive cultural venue following the comeback of the group BTS.
On March 20, the urban project ‘BTS THE CITY ARIRANG SEOUL,’ celebrating the release of BTS’s new album ‘Arirang,’ was launched. (The project will be referred to as ‘The City Seoul’).
Blending Seoul’s history and culture with the artists’ brand, the project offered a variety of enjoyable experiences. At 7 p.m. that day, a media facade was projected onto Sungnyemun, Korea’s National Treasure No. 1. As the gate’s doors opened, a grand silhouette of BTS was revealed. Members carrying lanterns were elegantly projected walking in bright light across the stone walls. Finally, the new album’s key color, red, enveloped Sungnyemun.
The event infused Seoul’s historical value with new life. Many citizens visiting the site were amazed by the unique experience combining traditional architecture with BTS. Drone shows illuminated the night sky over Ttukseom Hangang Park, and large outdoor advertisements at Gwanghwamun Square transformed the city center into a vast outdoor exhibition space, offering a unique experience only possible at that moment.
A key feature of ‘The City Seoul’ was that it created a cultural space enjoyed by all citizens, not just BTS fans. The ‘Love Song Lounge’ at Yeouido Hangang Park attracted visitors, including early morning walkers and families.
Interactive content and song-linked busking performances brought fun and emotion to daily life. So many people visited Hangang Park that three additional instant photo booths were installed, and the crowd grew even larger by evening.
Foreign tourists, visiting Korea to experience BTS’s new album release and the ‘BTS Comeback Live: ARIRANG’ performance at 8 p.m. on March 21, also made up a significant portion of visitors. The entire city clearly functioned as a massive global festival site.
A cube-shaped sculpture in the National Museum of Modern and Contemporary Art’s yard also caught citizens’ eyes. Its sea-colored exterior, reminiscent of the title track ‘SWIM’ from BTS’s new album, displayed the message ‘KEEP SWIMMING,’ conveying the song’s theme. The sound of tassels attached to the sculpture, fluttering in the wind, resembled waves, offering a healing experience in the heart of the city.
People explored various parts of Seoul by participating in a stamp rally held at major locations like Yeouido and DDP. Despite the large crowds from day one, ‘The City Seoul’ concluded successfully thanks to thorough preparation and smooth operation, showcasing a mature festival culture.
‘The City Seoul’ will run until April 19. Following the red media facade at Sungnyemun and Namsan Seoul Tower, various programs highlighting the city’s diverse attractions, such as DDP Army Square and Cheonggyecheon Love Quarter, will sequentially entertain citizens.
Image source: Big Hit Music (HYBE)
