Seoul to project IVE comeback video on DDP facade, launch laser show from Sunday

The Seoul Metropolitan Government will screen a special comeback video for girl group IVE on the exterior of Dongdaemun Design Plaza and launch a laser and lighting show set to the group's new music starting Sunday, when the album drops.

The city announced Sunday that it would link new releases and performances by K-pop artists, including IVE, to major Seoul landmarks as a way of developing new tourism content.

The initiative centers on combining K-pop content with Seoul's urban spaces to offer residents and tourists fresh cultural experiences, and on converting global fandom attention into actual visits to Seoul and local spending.

As part of this urban project, the Seoul Metropolitan Government and the Seoul Design Foundation are supporting a joint promotion with IVE to mark the group's comeback, using DDP as the venue.

IVE comeback content will be presented through DDP 365 Lights through Nov. 11, with a special video screened on the building's exterior — a format that blends music with media art.

Through Nov. 1, a comeback promotional booth will operate at DDP from 5:30 p.m. to 11 p.m., featuring a photo zone using imagery from the new album and a display of hero masks worn by IVE members.

Visitors who photograph the photo zone or the DDP 365 Lights display and post the images on SNS can receive a commemorative postcard produced jointly by DDP and IVE. A cafe inside DDP Market will also offer two drinks themed around the new single "Looks Can Kill."

Seoul has previously partnered with entertainment companies to tie major K-pop promotions to the city's landmark spaces, working with artists including Seventeen and aespa. A Seventeen 10th-anniversary event held along the Han River in May drew more than 100,000 visitors over three days, while aespa's comeback promotion was linked to Yeouido and Banpo Han River Park and the Banpo Bridge Moonlight Rainbow Fountain.

Going forward, the city plans to develop the DDP area into a central hub for K-pop joint promotions with entertainment companies and to expand urban project marketing across Seoul's major landmarks and popular destinations.

"We will activate the DDP area as a flagship base for K-pop promotions in partnership with entertainment companies, and extend that collaboration model across all of Seoul to generate new tourism demand that draws global fans to the city and keeps them here," said Kim Hyun-woo, head of the Seoul Metropolitan Government's economic affairs office.