Ahead of the launch of Call of Duty: Modern Warfare 4 worldwide on 23 October, Activision is transforming locations in London and Los Angeles with experiences inspired by the game’s Korean setting.
Opening simultaneously in two of the world’s most influential cultural capitals today, 15 October and running until this Sunday 18 October, the Korean Alley pop-ups reimagine the neon-lit backstreets of Seoul, complete with glowing storefronts, convenience
stores and brightly coloured plastic stools, synonymous with the city’s late-night dining culture, transporting guests into the world of Modern Warfare 4 ahead of launch.
Set against rising tensions on the Korean Peninsula, Modern Warfare 4 introduces players to a new global conflict spanning one of the world’s most strategically significant regions. The experiences draw inspiration from the atmosphere, energy and visual identity
of contemporary Korea.
By day, the spaces will capture the rhythm of everyday city life; by night, they will take on the atmosphere of Seoul after dark. Guests will be able to step inside a Korean-inspired convenience store and get hands-on with
Modern Warfare 4 ahead of the Campaign Early Access go-live date on 16 October, playing the game from within a space inspired by the world they will soon explore themselves. Alongside gameplay, both cities will offer food, entertainment and a series
of interactive experiences inspired by the game’s setting.
In partnership with Twitch,
creators will bring the experience to audiences through surveillance CCTV and immersive walk-throughs live from London and Los Angeles. Visitors will have the chance to win custom merchandise available only at the pop-up, while
Modern Warfare 4 Amazon Lockers, developed as part of a wider collaboration with Amazon, will also feature on-site as part of the experience, extending the campaign beyond the game and into the real world.
“Call of Duty has always been at its best when it extends beyond the game and into culture,”
said Tyler Bahl, Chief Marketing Officer at Activision. “Modern Warfare 4 gave us the opportunity to create something ambitious in two of the world’s cultural capitals, celebrating the energy, creativity and atmosphere that helped inspire the game’s
world while bringing fans closer to the franchise ahead of launch.”
The Korean Alleys are open at London’s Electric Garden, 201-207 Shoreditch High Street, London E1 6LG and Los Angeles’s 8950 Sunset Blvd, West Hollywood, CA 90069 from 15-18 October as part of Activision’s global campaign, leading into the launch of
Call of Duty: Modern Warfare 4 on 23 October.
For more information about Call of Duty: Modern Warfare 4, visit
CallofDuty.com.
