urbanseoul. is an immersive music festival presented by New Balance that merges Korean R&B (KRNB) with the brand’s heritage of authenticity, performance, and independent spirit. Hosted at the raw, industrial Under the K Bridge Park in Brooklyn, the event acts as a lifestyle hub where fans can fluidly experience intimate live performances while celebrating sneaker and streetwear culture.

Visually, the festival's identity blends New Balance's iconic vintage, bold and action-oriented photography with KRNB's sleek, neon-accented urban aesthetics, creating a genuine space that values creative expression and real movement.