Disney takes ‘Star Wars’ 500 meters above ground to launch newest movie

Visitors pose in front of a display for the Walt Disney Company’s upcoming film, "The Mandalorian and Grogu," at Seoul Sky, the observation deck at Lotte World, April 13. Courtesy of Walt Disney Company Korea

The Walt Disney Company is taking its cinematic marketing to new heights — specifically, to the peak of one of the world’s tallest buildings.

Disney’s Korean division partnered with Lotte World to transform "Seoul Sky," the observation deck atop the 123-story Lotte World Tower in southern Seoul, into an immersive Star Wars exhibition space ahead of the domestic release of "The Mandalorian and Grogu." The highly anticipated film follows the intergalactic bounty hunter Din Djarin and his beloved companion Grogu in a high-stakes cosmic mission.

The high-altitude installation, named "Star Wars: Above the Galaxy," effectively turns the panoramic observation deck into a temporary outpost for the massive franchise. Visitors rising more than 500 meters above the Korean capital are greeted by heavily themed photo zones, immersive media displays and a dedicated pop-up retail shop meticulously designed to look like a ship navigating the franchise’s iconic galaxy. The collaboration recently culminated in a massive character costume parade through the wider Jamsil commercial complex, drawing thousands of local enthusiasts and cosplayers who filled the corridors to catch a glimpse of Darth Vader and stormtroopers marching in formation.

The tactical rollout highlights the growing importance of the Korean box office as a crucial tastemaker market for Hollywood tentpoles and major sci-fi franchises. Rather than relying entirely on traditional billboard and television campaigns, major studios are increasingly shifting toward experiential, site-specific marketing to capture the fleeting attention of social media-savvy consumers. By anchoring the campaign at a prominent national landmark, Disney is betting that spectacular skyline views will pair naturally with the cosmic scale of the film.

The sky-high installation will remain open through the film’s theatrical premiere, offering fans an unusual prelude to the galaxy far, far away. Visitors can explore the galaxy-themed spaces, enjoy Lego block dioramas and experience exclusive photo opportunities while looking down at the metropolis below.

This article was published with the assistance of generative AI and edited by The Korea Times.