BTS is the biggest recording act in the world now. But what makes the seven-member golden boys of pop so unique? Artistic excellence and global entertainment innovations aside, they’ve always kept their fans a part of their narrative since the very beginning.
As a member of their fandom ARMY, you are a part of RM, Jin, SUGA, J-Hope, Jimin, V, and Jungkook’s journey. They’ve once said, “We are not seven with you.”
From sold-out albums and arena concerts, to over a billion views to Grammy-nominated Dynamite and award-show sweeps to sold-out endorsements (have you seen the McDonald‘s paper bags being auctioned for thousands of dollars?) and even non-endorsements (a kombucha brand was sold out nationwide in Korea after being spotted on member Jungkook’s livestream), the group and their company HYBE IP (formerly Big Hit IP) are all about bringing the group closer to their fans.
Open today in Mega Fashion Hall is BTS Pop-Up: Map Of The Soul, an experiential space complex that first opened in October 2020 in Seoul.
“Many of our customers are members of the BTS army, and we wanted to serve them through the store,” says SM Retail vice president Millie Dizon. “When Gaia Corporation approached us on this, everything fell into place. BTS also currently has a collaboration with Smart, with whom we have had a long relationship.”
Followed by Singapore and Thailand in Southeast Asia, the Philippines pop-up launches ahead of Malaysia and Taiwan, which will open in the coming months.
The new pop-up draws concepts from BTS’s fourth studio album “Map Of The Soul: 7” released in February 2020. The 190-sqm space is more than a one-stop shop for all things BTS. The pop-up is an experience. The photo zones feature songs from the album such as a mini Dynamite set and Black Swan and On-themed installations.
Over 400 products range from various categories. The fashion is something the boys have been spotted in, ranging from incognito street style essentials, lots of sand-washed neutrals and slouchy plaids, to statement sweats and hoodies for lounging or cooldown with a preppy touch.
Big or small, you can integrate something BTS into your daily life. There are personal care items like mirrors, makeup and band-aids, tech accessories like earbud cases and laptop sleeves for your WFH setup, and home accessories like rugs and humidifiers, including their animated avatar counterparts, Tiny Tan. New products are scheduled to be released every two weeks.
The BTS Pop-Up: Map Of The Soul is now open at the 3rd Level of the Mega Fashion Hall at SM Megamall until Aug. 29. Advance registration is required through online booking platform Morningkall. Admission guidelines such as physical distancing and crowd control will be enforced to ensure the safety of its patrons.