South Korean music company HYBE *the label behind K-Pop group BTS — opened a new major cultural complex
HYBE INSIGHT is a cultural complex in which the essence of the company’s mission of “We believe in music” and its vision of “Resonating and sharing sound influence through music and bringing change to life” are distilled. It is a space where HYBE’s artists and fans meet through music, and it is designed to be enjoyed by anyone who loves music.
The museum is located on the first and second basement floors of HYBE YONGSAN, the company’s HQ in Seoul, with a total floor area of about 4,701㎡. Various contents and stories about HYBE’s music created by its artists and creators are gathered in this place. Visitors can experience music using their senses and feel the power of music.
The entrance of HYBE INSIGHT on the second basement floor is an exhibition space, highlighting the three keywords of HYBE’s music—sound, movement and story—through diverse contents.
On the second basement floor, spaces unfold sequentially: “Innovative Sound” that delivers stories of our producers and artists who constantly challenge to make music; “Dynamic Movement” that interprets dance in a new perspective as means of expressing music; and “Inspiring Story” that expresses the organic links between music and lyrics through the unique stories of each artist.
The first basement floor is decorated with spaces where visitors can experience music through senses such as sight, smell and touch: “Ways of Listening,” a space of inspiration that utilizes braille sheet music, aromas, and neon lights, enabling visitors to experience music and stimulate their imaginations; “Faces of Music” which exhibits the portraits of artists that reveal their inner selves; “Resonance” which allow visitors to feel the preciousness of music through two contrasting spaces that interpret resonance of sound in different ways; and “Music is My Life” which shows interviews of artists who tell their sincere stories about the power of music.
“HYBE Music” that connects the first and second basement floors is the highlight of the museum. An 8.5 meter-tall trophy wall and a large screen on the facade of the space highlights the paths and accomplishments made through the efforts of HYBE and its artists.
The first special exhibit celebrating the opening of HYBE INSIGHT showcases the talents of James Jean, one of the world’s hottest artists known for his fantastic visual art.
“Garden,” located in the exhibition space of the first basement floor, is inspired by BTS under the title, SEVEN PHASES. Jean, with his unique and signature dreamy style, has illustrated BTS who bring healing and consolation to people living in the same generation. In addition, wooden sculptures, sketches and drawings by Jean that capture the characteristics of BTS members, as well as the artist’s past works are being displayed.
Advance reservations can be made on the official homepage or the mobile app of HYBE INSIGHT. Visitors can select the date and time and receive a QR KEY on the mobile app, generated 25 minutes before the reserved time. They can enter through the speed gates on the second basement floor once their body temperature is checked and QR key is read.
One of the features HYBE INSIGHT provides is the “Artist Docent” service by which visitors can listen to the commentary of an exhibition through the recorded real voice of the artists. Anyone can listen to the voice of the artist of their choice on the mobile app and experience as if the artist is accompanying him/her throughout the visit. Visitors can also enjoy the AR mini-game of finding items (egg tarts) in designated exhibition spaces through the mobile app.
HYBE INSIGHT has partnered with a range of companies to make the contents and space richer. HYBE INSIGHT crew uniforms were developed with Juun.J, and Samsung Electronics joined in the effort to create special experiences for the visitors with free rentals of the Galaxy S21 to all visitors. Bang & Baker’s egg tarts, a collaboration with SPC Samlip, and the special blended tea beverages, developed together with the premium tea brand Teatra, are being sold at the Museum Shop.
HYBE INSIGHT said, “HYBE INSIGHT is a museum where visitors can enjoy music in a new way that hasn’t existed before, highlighting HYBE’s musical paths that the company, its artists and fans have created together.” It added, “It’s going to be a special space where artists and fans communicate based on music, expanding musical experience.”
Photo Courtesy of HYBE INSIGHT