Popular South Korean boy band Seventeen is set to transform Los Angeles into a fan paradise with an immersive citywide event scheduled to coincide with their upcoming world tour dates. The comprehensive fan experience, titled "Seventeen The City LA," will span nine days from October 11 to 19, offering devoted followers multiple ways to engage with the group's brand and music throughout the city.
According to an announcement from Pledis Entertainment, Seventeen's management agency, this year's event represents a significant expansion of a similar initiative the group launched in the United States last year. The 2024 version promises to be more elaborate and interactive, featuring an extensive array of themed experiences that will be scattered across various Los Angeles locations. Fans can expect to encounter pop-up retail stores, collaborative food and beverage offerings, and numerous partnership events designed specifically around the band's image and music.
A major highlight of this year's program is a new collaboration with Airbnb, which will provide fans with unique hands-on experiences that go beyond typical concert merchandise and meet-and-greets. These exclusive offerings include professional K-pop dance classes where participants can learn choreography from Seventeen's hit songs, comprehensive K-beauty tutorials that showcase Korean skincare and makeup techniques, and special DJ parties featuring an extensive playlist of the group's music catalog.
The event's educational and creative components are designed to give fans deeper engagement opportunities with Korean pop culture. Participants will have the chance to record their own versions of popular songs, learn professional DJing techniques and music remixing skills, and take part in hands-on workshops including pottery painting and cake decorating sessions. These activities aim to create lasting memories and tangible keepsakes from the fan experience.
The area surrounding BMO Stadium, where Seventeen will perform their scheduled concerts, will serve as the central meeting point and hub for "Carat," the group's official fan club name. This designated space will allow fans to gather, socialize, and participate in group activities before and after the concerts, creating a sense of community among attendees from around the world.
Los Angeles itself will become part of the spectacle, with "Seventeen The City LA" promotional materials prominently displayed throughout the city's transportation network and major thoroughfares. Digital screens at 55 different subway stations will showcase event posters, while 157 large-format billboards positioned in downtown areas will advertise the various activities and experiences available to fans during the nine-day celebration.
Several iconic Los Angeles landmarks will participate directly in the festivities, adding a uniquely local flavor to the international pop culture event. The famous Ferris wheel located on the Santa Monica coast will be specially illuminated with both Seventeen and Carat logos from October 15 through 17, creating a visible tribute that can be seen from miles away. Additionally, Universal Studios Hollywood will host a large-scale singalong party on October 14, where fans can gather to perform their favorite Seventeen songs together.
Retail opportunities will be abundant throughout the event period, with a dedicated pop-up store called "Seventeen on Complex" opening in West Los Angeles. This temporary retail location will offer exclusive merchandise, limited-edition items, and specially designed photo zones where fans can capture professional-quality pictures to commemorate their experience. Multiple food and beverage brands throughout the city will also participate by offering collaborative menu items inspired by the group and Korean cuisine, giving fans additional ways to engage with the cultural experience while exploring Los Angeles dining options.
