Boy group BTS (Bangtan Sonyeondan) has taken London by storm.
Since its launch on July 4th (local time), BTS’s urban pop-up festival, ‘BTS THE CITY ARIRANG – LONDON’ (hereinafter referred to as ‘The City London’), has successfully created a vibrant cultural platform, uniting global tourists and local citizens alike.
Outernet, Europe’s premier media hub and one of the UK’s most popular attractions, underwent a spectacular transformation for the festival period. The Now Building’s 360-degree screens and 16K LED digital canvas showcased captivating BTS music videos and special media art. Approximately 10,000 citizens and tourists paused in awe to immerse themselves in the experience.
Outernet declared, “While we have hosted world-renowned artists and brands, ‘The City London’ was a truly unique event unlike anything we’ve experienced before. It was the largest single-artist fan event since our opening, creating a vibrant festival where music, culture, and community harmoniously converged.” They added, “Witnessing people from all corners of the globe interact and seamlessly blend into London’s daily life was an unforgettable and deeply moving experience, truly showcasing the incredible power of a connected fan community.”
At the core of the project was ‘ARMY MADANG’. Unlike previous reservation-based systems, it was fully open to the general public, significantly enhancing accessibility. Participants engaged in activity programs such as ‘KEEP YOUR LOVE SONG’ and ‘FILL YOUR LOVE SONG,’ allowing them to infuse their own memories and emotions into BTS’s music, thus completing their unique ‘Love Song.’ Additionally, the Korea Tourism Organization pop-up offered dance experience programs, while Samsung’s Galaxy AI facilitated a message wall and photo sticker creation on Outernet’s large LED screens, providing immersive enjoyment.
London’s iconic landmarks were bathed in the vibrant red, the key color of BTS’s new album, ‘ARIRANG’. The London Eye illuminated with intense red lights during peak evening hours, casting a massive circle of light over the River Thames. A 32-meter large floating boat, adorned with the ‘ARIRANG’ logo, navigated the river, capturing significant attention. It displayed a powerful presence against the majestic backdrop of Big Ben and London’s towering skyscraper skyline. Over 2,000 spectators lined the riverbanks to witness this spectacle, continuously expressing awe at the red glow spreading across the water and the picturesque urban landscape.
A special collaboration with the British Museum, recognized as one of the world’s top three museums, added profound depth to the festival. The ‘Korea Gallery Trail’ offered an interactive program for visitors, linking them to permanent exhibits in the museum’s Korea Gallery that resonate with the message of BTS’s 5th album, ‘ARIRANG,’ such as the moon jar and sarangbang. The program also highlighted Silla Dynasty artifacts, inspired by the distinctive sound of the Divine Bell of King Seongdeok, as featured in track number 6, ‘No. 29,’ from the album. Visitors from across the globe enthusiastically shared artifacts that connected with their own lives on social media. This initiative created a unique opportunity for BTS’s music and Korea’s rich cultural heritage to merge with personal experiences, fostering new levels of engagement and empathy.
The ‘8-Day Stamp Rally,’ connecting the Korean Cultural Centre UK (KCCUK) with local F&B festival hubs, encouraged visitors to explore and enjoy various parts of the city. The KCCUK showcased the iconic 2019 Wembley Stadium stage outfits designed by Dior’s Kim Jones, which had garnered significant attention, successfully recreating the excitement of that time. Visitors could also immerse themselves in a variety of interactive events, from contributing to a handwritten message wall to experiencing hanbok (Korean traditional attire).
‘The City London’ served as a pivotal moment, affirming BTS’s global influence in the UK, the very birthplace of pop music. It transcended the traditional concert experience, successfully creating a new urban festival model that seamlessly connected city infrastructure, cultural spaces, and cutting-edge media, enjoyed by both local citizens and international tourists.
