South Korean boy band BTS and BigHit Music will launch a city-wide festival project called “The City” in London in early July 2024 [1, 2].

The initiative transforms the urban landscape into a fan experience, moving the impact of the group's presence beyond the traditional concert venue. By integrating public landmarks into the tour, the group creates a physical destination for global fans during the Arirang world tour [1, 2, 3].

As part of the project, also referred to as “The City Arirang,” the London Eye will be illuminated in red [1, 2]. The festival will also feature a large floating sculpture positioned on the River Thames [1, 2]. These installations are designed to accompany the group's scheduled performances at Tottenham Hotspur Stadium [1, 2].

BTS is scheduled to perform two concerts in London on July 6, 2024, and July 7, 2024 [1]. The events are part of a larger strategy to establish a global fan experience across several major cities [3].

This approach differs from standard touring by treating the entire city as a stage. The collaboration between BigHit Music and London landmarks aims to spark a city-wide takeover that aligns with the group's comeback [3]. The red lighting of the London Eye serves as a visual marker for the event's start, signaling the arrival of the group in the United Kingdom [1, 2].

“The London Eye will be illuminated in red”

The 'The City' project represents a shift in the music industry toward 'experience-based' touring. By leveraging city infrastructure and public art, BTS and HYBE are expanding the commercial and cultural footprint of a concert, turning a two-day musical event into a week-long tourism driver for the host city.