LG U+ launches virtual exhibition on girl group Red Velvet

LG U+ launched a virtual exhibition on girl group Red Velvet titled “The ReVe Festival 2022: Happiness” on its extended reality (XR) app U+DIVE. The app currently offers over 3,000 pieces of XR content in eight categories, including education...

Metaverse exhibition about girl group Red Velvet "The ReVe Festival 2022: Happiness" on LG U+'s extended reality app U+DIVE runs until Jan. 19. [LGU+]

LG U+ launched a virtual exhibition on girl group Red Velvet titled “The ReVe Festival 2022: Happiness” on its extended reality (XR) app U+DIVE.

The app currently offers over 3,000 pieces of XR content in eight categories, including education, gaming, webtoons and travel.

Through a partnership formed with SM Entertainment in June 2021, U+DIVE has opened an exclusive virtual exhibition collection for artists under SM Entertainment, dubbed “Kwangya@Dive.”

“The ReVe Festival 2022: Happiness” is the third virtual project by Kwangya@Dive after EXO and NCT127 which contains behind-the-scene footage and images about the girl group as it promoted its two EPs this year — “The ReVe Festival 2022: Feel My Rhythm” in March and “The ReVe Festival 2022: Birthday” in November.

Unlike prior projects, “The ReVe Festival 2022: Happiness” has been formatted as a metaverse exhibition where viewers get to view the exhibit by creating their own avatars. Users will also be able to chat and partake in various kinds of games with other users.

“Through this metaverse exhibition, we hope to create a fandom culture where fans can not only indirectly experience their K-pop idol’s universe but also engage in interaction,” a LG U+ spokesperson said.

“We will continue to attempt various projects to quench the desires of K-pop fandom through collaboration with SM Entertainment.”

The exhibition runs until Jan. 19.

BY LEE JAE-LIM [lee.jaelim@joongang.co.kr]