BTS Took Over Las Vegas: The Largest Citywide Project in History on a Super Bowl Scale
BTS set Las Vegas ablaze with the global city-linked campaign "BTS THE CITY ARIRANG — Las Vegas" (hereafter referred to as "THE CITY Las Vegas"). BTS first introduced the THE CITY project in Las Vegas in 2022. The large-scale initiative reimagined the entire city as an immersive musical experience by projecting the artist's story onto urban spaces and transforming the city itself into a living extension of their music. Returning nearly four years later, "THE CITY Las Vegas" lived up to its title of "Global The City 2.0," demonstrating remarkable growth in scale and ambition. According to the Las Vegas Convention and Visitors Authority, BTS became the first artist for whom the entire city mobilized through a citywide activation, excluding mega sporting events such as the Super Bowl and Formula One (F1). Compared with the 2022 campaign, THE CITY Las Vegas significantly expanded its network of partners and infrastructure. It completely took o...