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[Herald Muse=Reporter Park Seohyun] BTS has staged a citywide takeover of Las Vegas with its global urban campaign, BTS THE CITY ARIRANG – LAS VEGAS (hereafter THE CITY LAS VEGAS).
THE CITY projects an artist’s narrative across urban spaces, transforming an entire downtown into a single musical experience. According to the Las Vegas Convention and Visitors Authority, aside from mega sporting events like the Super Bowl and Formula One (F1), BTS is the first single artist to trigger a city-wide activation.
THE CITY LAS VEGAS took over the Strip and downtown — the city’s most prominent commercial corridors. Thirty-eight major local hotels and resorts signed on as partners. With 60 participating sites this year, the program has more than doubled since it counted just 26 locations four years ago.
The downtown Fremont Street Experience, known for some of the world’s largest digital screens, joined the campaign as well. Its vast overhead LED canopy — roughly 420 meters (about 1,378 feet) long — filled the sky with the message LAS VEGAS WELCOMES BTS.
Organizers also significantly expanded food-and-beverage partnerships. In addition to existing after-parties, they added two welcome parties the night before performances to amp up anticipation. The culinary program, once centered at Mandalay Bay, returned on a much larger scale this year, expanding to 10 locations that showcase Korean dishes, bakeries and desserts. Visitors from around the world sampled K-food and BTS-themed menus at the city’s renowned restaurants and cafés.
BTS reunited as a full seven-member group for the first time in roughly three years and nine months, and they are making new history with “Arirang” and the BTS WORLD TOUR ‘ARIRANG’. The world tour launched in Goyang and will continue through Tokyo, North America and Europe.
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