The opening ceremony took place in the central staircase area of the Sejong Performing Arts Center, near Gwanghwamun Square - one of Seoul's most iconic cultural spaces.
The entire staircase area has been transformed into a large-scale outdoor performance, displaying the group's name, the new album logo on the same release date, thereby promoting BTS's fifth studio album, scheduled to be released on March 20. The selection of Sejong Center as the location to launch the campaign is considered to be meaningful, because this is a place associated with the artistic and cultural life of Korea.
Sharing about this decision, BigHit Music - BTS's management company - said: "BTS originated in Korea and has risen to become a global stage music group. When returning with all seven members after a long time, we want to launch a promotion campaign in central Seoul, the place representing the group's cultural homeland".
According to BigHit Music, the outdoor advertising campaign will not only stop in Seoul but will continue to expand to many major cities around the world such as New York, Tokyo and London, in order to affirm the global scale of this comeback.
A notable highlight in the display area is a sculpture imitating the new album logo, placed at the top of the stairs. This logo had previously appeared for the first time through handwritten letters that BTS members sent to fans around the world. Although the specific meaning of the design has not been announced, the ARMY community is enthusiastically discussing, raising many hypotheses and different interpretations on social networks.
BTS's fifth studio album will include 14 songs, marking the group's first full-featured comeback after about three years and nine months. According to the management company, the album is expected to depict a concise portrait of "BTS of the present", reflecting the emotions, experiences and reflections that members have accumulated over the past time.
After the album is officially released, BTS will enter a large-scale world tour. Detailed information about the tour is expected to be announced on February 14 through the global fan platform Weverse.
