BTS's pop-up experience "BTS POP-UP: MONOCHROME" has won the Brand & Communication Design category at Germany's prestigious 2025 Red Dot Design Award. 

About the Red Dot Design Award 

Established in 1955, the Red Dot Design Award is: 

- One of the world's top 3 design awards (alongside Germany's iF Design Award and USA's IDEA) 

- Judged by global design experts 

- Evaluates creativity, quality, and functionality across 3 categories: 

• Product Design 
• Design Concepts 
• Brand & Communication Design 

The awards ceremony will be held in Germany on November 7. 

The 'MONOCHROME' Concept 

The pop-up was built around delivering "memory clouds" (monochrome) containing memories with BTS to fans worldwide. 

Global Tour: 

Started in Seoul (April 2024) 

Visited 9 cities total: Tokyo, Jakarta, Bangkok, Los Angeles, Chicago, New York, Manila, Hong Kong 

Attracted 270,000+ visitors over approximately 1 year 

Why It Won 

"MONOCHROME" stood out by offering: 

• Interactive online experience: Fans collected clues on a themed website, following the delivery journey 
• Immersive offline space: The pop-up served as the final delivery destination for "memory clouds" 
• Fan participation: Visitors viewed photos and videos of BTS memories, completing the immersive content experience 
• Online-offline integration: Seamlessly connected digital and physical experiences 

BTS's Pop-up Legacy 

BTS has created various pop-ups both as a group and individually, each featuring: 

• Different themes (album concepts, artist journeys) 
• Creative planning 
• Immersive content 
• Spaces that fully embody BTS's messages and team spirit 

This Red Dot win confirms that BTS's pop-ups aren't just fan experiences – they're world-class design achievements that set new standards for artist-fan interaction.

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