BTS X ARIH
POP UP LAUNCH +
VIP EVENT
ROLE
SENIOR EXPERIENTIAL DESIGNER
CREATIVE DIRECTION SUPPORT
SERVICES
VIP CONCEPTUAL MOCK-UPS
SPATIAL STORYTELLING
VIP EVENT RENDERINGS
INTRODUCING A NEW ERA OF KOREAN WELLNESS THROUGH IMMERSIVE DESIGN.
PROJECT OVERVIEW
Designed to coincide with BTS’s album release, the ARIH pop-up introduced the Korean wellness brand to U.S. audiences through a traveling experiential campaign rooted in Health, Happiness, and Harmony.
OUTCOME
The activation successfully introduced ARIH as a culturally relevant entrant within the U.S. wellness space—driving product trial, social engagement, and awareness of nationwide availability through Walmart while establishing a strong experiential foundation for future growth.
CREATIVE DIRECTION & STRATEGY
The challenge was creating a launch environment capable of bridging fandom culture, wellness storytelling, and mass-market retail awareness. Rather than relying solely on celebrity affiliation, the concept focused on building a tactile, emotionally driven brand world that encouraged exploration, sampling, and social interaction.
The experience was organized around the brand’s three core pillars: Health, Happiness and Harmony, each expressed through interactive product engagement moments, sculptural brand elements, and sensory touchpoints that encouraged discovery through premium hospitality sampling moments and movement.
LEADERSHIP & EXECUTION
Designed as a modular traveling activation beginning in Los Angeles and extending to Tampa, the system prioritized scalability, flexibility, and audience flow while maintaining a bold visual identity, while a dedicated VIP content studio layered influencer engagement and social amplification into the physical environment.
AGENCY CREDITS:
Agency | CNC (Los Angeles, California)
Executive Creative Director | Jane Morledge
Creative Director | Drea Velazquez
3D Design Director | Johnathan Mendoza
Experiential Designer | Renne Gibson
Art Director | Chiaki Samonte
Graphic Designer | Tori Kwon
Senior Creative Producer | Dylan Valdivia
Senior Producers | Christina Berardi & Marisa Pratt
Account Director | Reena Merchant
Strategy | Sheenie Yip