Seoul Sky opens Spider-Man: Brand New Day collaboration
The Lotte World Tower observatory is hosting a Spider-Man: Brand New Day installation ahead of the film's South Korean release on the 29th.
Sony Pictures' Spider-Man: Brand New Day is set to open in South Korea on the 29th, bringing Spider-Man back to theaters after 4 years plus 7 calendar months. The film follows Marvel Studios' Homecoming trilogy, which ran from Spider-Man: Homecoming in 2017 to Spider-Man: Far From Home in 2019 and Spider-Man: No Way Home in 2021, and begins a second trilogy.
Seoul Sky, the observatory at Lotte World Tower on Olympic-ro in Songpa-gu, Seoul, is operating Spider-Man: Brand New Day X Seoul Sky to mark the character's return and new start. The entrance installation recreates an aerial action scene shown in the film's trailer, featuring Spider-Man, played by Tom Holland, and ninjas from The Hand.
From the basement 1 entrance of Lotte World Tower, Seoul Sky uses media displays along the visitor route to present the Spider-Man setting. Key scenes from the new film appear on the left side of the entry path, recalling Marvel Studios' opening-logo presentation, while music from the Spider-Man films plays before visitors reach the elevator to the observatory.
On the 121st floor, the highest observation level, visitors reach the main photo zone. A Spider-Man figure is installed against the Seoul skyline, and the Sky Shop on the same level sells Spider-Man goods.
Existing characters from the Marvel Studios Spider-Man series are mostly absent from the exhibition, including previous Spider-Men, Iron Man, played by Robert Downey Jr., Doctor Strange, played by Benedict Cumberbatch, MJ, played by Zendaya, and Ned Leeds, played by Jacob Batalon. Peter Parker himself is also not shown.
That setup connects with the ending of Spider-Man: No Way Home, in which Parker chooses to erase himself from everyone's memory to save the world. At the end of that film, the characters no longer know that Spider-Man is Parker.
In addition to the Sky Shop, Seoul Sky is selling Spider-Man-related products at a dedicated special store on basement 1. Limited goods available only at Seoul Sky include piece sticker packs, keycap key rings, metal key rings, extended mouse pads and acrylic poster magnets.
The dedicated store also carries products tied to MCU characters and to multiple Spider-Man characters from Sony Pictures' 2023 animated film Spider-Man: Across the Spider-Verse. Spider-Man: Brand New Day X Seoul Sky presents the film's world before Spider-Man: Brand New Day reaches theaters in South Korea.
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