Seoul is transforming one of its most iconic architectural landmarks into a high-octane venue for K-pop, partnering with girl group IVE to launch its latest comeback campaign at Dongdaemun Design Plaza (DDP) in an effort to turn global fandom into tourism revenues and longer hotel stays. The Seoul Metropolitan Government and Seoul Design Foundation are supporting the campaign, titled “DIVE IN TO LIGHT,” which began Monday at DDP and runs through Nov. 30. The building’s exterior displays special videos featuring IVE, with a more elaborate presentation planned to coincide with the release of the group’s new album on Monday, when synchronized laser effects and lighting will accompany its new music. A promotional booth is operating at DDP from 5:30 p.m. to 11 p.m. through Nov. 1, featuring album-themed photo zones and displays of hero masks worn by IVE members. Visitors who post photos of the installations and DDP’s outdoor media displays on social media can receive commemorative postcards created through the collaboration, while Honey Presso, a cafe inside DDP Market, is offering