IVE turns Seoul's futuristic DDP into K-pop comeback stage

Seoul is revamping a renowned architectural landmark, Dongdaemun Design Plaza (DDP), into a vibrant stage for K-pop, in collaboration with the popular girl group IVE. The aim is to convert global fan devotion into increased tourism earnings and extended hotel stays. The Seoul Metropolitan Government and Seoul Design Foundation are backing this initiative, dubbed “DIVE IN TO LIGHT,” which kicked off on Monday at DDP and will continue until November 30.

The exterior of the building showcases special videos featuring IVE, with a more sophisticated display set to debut with the group's new album release on Monday. This will involve synchronized laser effects and lighting to accompany the music. A promotional kiosk is in operation at DDP from 5:30 p.m. to 11 p.m. daily through November 1, offering album-themed photo zones and displays of masks worn by IVE members.

Social media users who share photos of the installations and DDP's outdoor media displays can receive commemorative postcards created through the partnership. Additionally, Honey Presso, a cafe located within DDP Market, is offering exclusive promotions during the campaign.