[OSEN=Choi Lee-jung] A special space is being prepared to allow fans to experience the new album by group ILLIT in a more colorful and immersive way.
According to their agency Belift Lab (a HYBE Music Group label) on the 21st, the pop-up store celebrating the release of ILLIT’s 5th mini album ‘BREAK EVEN’ will be held from the 26th to the 31st on the 1st floor of the HYBE headquarters in Yongsan-gu, Seoul.
This pop-up store is decorated with various spaces where visitors can fully immerse themselves in the atmosphere of ILLIT’s new release. A large media wall will screen the music video for the title track ‘Will Arrest You’, and a photo zone recreating symbolic locations using actual props from the music video will welcome fans. In addition, quirky objects such as frill guns and teddy bears that appeared in the concept photos will be displayed throughout, adding a unique sense of fun.
A display stand where visitors can directly meet the physical albums will also be set up. Standard versions, compact versions, photo dump versions, and Weverse versions will all be available in one place, offering an experience to follow the delicate emotional lines of ILLIT arranged track-by-track through a listening zone where all tracks can be played directly.
The merchandise lineup capturing ILLIT’s unique sensibility is also abundant. A large number of items combining practicality and collectible value will be released, ranging from whistle keyrings inspired by the point sound of the title track ‘Will Arrest You’, to band badge sets wittily expressing the pain of unrequited love, t-shirts utilizing concept photos, and fabric bags.
Special events for on-site visitors have also been prepared. Fans who purchase albums or official merchandise on-site will receive unreleased photocards of ILLIT. This pop-up store will be operated through the global super-fan platform Weverse pre-reservation system, and reservations will begin today (the 21st) at 11 a.m., raising expectations for a fierce ticketing battle.
Meanwhile, ILLIT drew attention the previous day (the 20th) through their official YouTube channel with an ingenious new album promotion video titled ‘Habitual Kindness Eradication Campaign’. In line with the concept of the title track ‘Will Arrest You’, the members transformed into black agents and wittily delivered the message, “Let’s report ‘guilty humans’ whose kindness causes misunderstandings and shakes our hearts,” in a parody of a public service announcement. This campaign is scheduled to continue as a series.
