Sharing BTS Memories with ARMY Worldwide…German Design Awards Recognize It
Boy group BTS’s pop-up “BTS POP-UP: MONOCHROME” (hereafter referred to as “MONOCHROME”) has won the grand prize in the Brand & Communication Design category at the 2025 Red Dot Design Award in Germany.
The Red Dot Design Award is a globally renowned international design award that has been held since 1955. It is considered one of the world’s top three design awards, along with Germany’s iF Design Award and the United States’ IDEA Design Award. Each year, design experts from around the world participate as judges, comprehensively evaluating the creativity, completeness, and functionality of the design in three categories: Product Design, Design Concept, and Brand & Communication Design. The 2025 Red Dot Design Award ceremony is scheduled to be held in Germany on November 7th.
“Monochrome” was conceived with the concept of delivering “memory clouds” (Monochrome) filled with memories of BTS to fans around the world. Beginning in Seoul last April, the pop-up met with fans in nine cities: Tokyo, Japan; Jakarta, Indonesia; Bangkok, Thailand; Los Angeles, Chicago, New York, Philippines; Manila, and Hong Kong. The pop-up has garnered an enthusiastic response, attracting over 270,000 visitors over the past year.
“Monochrome” garnered attention for offering a connected, fan-driven experience, encompassing both online and offline experiences. Fans gathered clues on an interactive “memory cloud” website and followed the delivery journey, piqued their curiosity. The offline pop-up was designed as the final destination for the “memory clouds.” Visitors to this space were able to view photos and videos of their memories with BTS, creating an immersive experience.
BTS has hosted various pop-ups, both as a group and as individuals. Covering diverse themes such as the new album concept and the artist’s footsteps, the pop-up garnered attention for its unique planning intent and immersive content. BTS’s pop-up has established itself as a space where visitors can fully experience their message and the team’s sensibilities.
