Kyobo Life Insurance has transformed its Seoul headquarters into a vibrant tribute to K-pop, unveiling a massive building wrap in collaboration with BigHit Music. This eye-catching display delivers a powerful message of hope and global ambition, perfectly timed with BTS’ highly anticipated comeback concert in the heart of the city.
Adorning the exterior wall of its Jongno building, the colossal installation stretches 90 meters in width and 21 meters in height, covering an impressive 1,890 square meters. The wrap boldly proclaims, “Born in Korea, Play for the World,” inspiring individuals to pursue their dreams on an international stage, mirroring the phenomenal journey of BTS.
The installation enhances the already electric atmosphere surrounding Gwanghwamun Square, the venue for BTS’ major comeback performance this Saturday. The event is expected to draw massive crowds and captivate global audiences.
The design cleverly incorporates motifs derived from the four trigrams of the Korean flag, seamlessly blending them with typography and color palettes inspired by BTS’ latest album. This visual spectacle is paired with the spring edition of Kyobo’s signature Gwanghwamun message board, which offers a modern interpretation of traditional Korean folk art, further emphasizing Korean aesthetics while celebrating the global phenomenon of K-culture.
This project marks the third collaboration between Kyobo Life and BTS through the Gwanghwamun message board, a longstanding public art installation that has shared messages of hope, comfort, and inspiration since its inception in 1991. Over the past 36 years, the board has showcased more than 120 phrases, including lyrics from BTS songs in 2020.
According to a Kyobo Life representative, the latest initiative reflects the shared values of encouragement and positivity held by both the company and the internationally acclaimed K-pop group.
“With BTS’ return to Gwanghwamun this week, we hope this message resonates even more deeply with citizens and visitors alike,” the official stated, emphasizing the company’s commitment to engaging the public through meaningful cultural collaborations.
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