BTS-Adorned America: A City Project of Super Bowl and F1 Scale

*This content was translated by AI.

The boy group BTS has completely taken over the United States.

'THE CITY' is a large-scale city project that projects an artist's story onto urban spaces, reimagining the entire downtown area as a single musical experience space. BTS first unveiled this project in Las Vegas in 2022.

Returning after about four years, 'BTS THE CITY ARIRANG - LAS VEGAS' (hereinafter 'THE CITY Las Vegas') demonstrated a dramatic scale growth befitting its title, 'Global THE CITY 2.0'. According to the Las Vegas Convention and Visitors Authority, BTS is the first artist to trigger a 'City-wide activation' where the entire city moved for a single artist, excluding mega sports events like the Super Bowl and Formula 1 (F1).

'THE CITY Las Vegas' significantly expanded its partner network and infrastructure compared to the 2022 campaign. It completely dominated the Strip, the most glamorous commercial district, and the surrounding downtown area. A total of 38 local major hotels and resorts joined as partners. The number of participating locations this year reached 60, more than double the 26th locations from four years ago. Fifty large digital billboards known as 'Digital Maki' and ten 'Landmark Lighting' installations connected throughout Las Vegas, covering the entire city with the BTS brand.

The 'Fremont Street Experience' screen in downtown, known as the world's largest digital screen, also participated in the campaign. The massive ceiling screen, spanning approximately 420 meters as if the entire sky had been moved, was filled with the message 'LAS VEGAS WELCOMES BTS'. The city's night sky transformed into a giant welcome screen dedicated solely to BTS.

While 'THE CITY' takeover in 2022 was conducted for just one day before the concert, this year it continued for the entire four-day concert period. Every day from 11 p.m. for one hour, major city landmarks were simultaneously illuminated in intense red light, the key color of BTS's new album 'ARIRANG'.

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*This content was translated by AI.