For devoted fans of Marvel’s web-slinger, seeing the skyline on screen is only half the thrill — the rest is feeling what it’s like to stand above it.

At Seoul Sky, the observation deck perched atop the 123-story Lotte World Tower, moviegoers are doing just that. Following the local theatrical release of Sony Pictures’ "Spider-Man: Brand New Day," fans have been flocking to Korea’s tallest building in costume to recreate iconic hero poses, shop for exclusive merchandise, and soak in panoramic views that mirror the superhero's perspective.

According to tower operator Lotte World, the venue has emerged as a major hub for moviegoers looking to double down on the cinematic experience. Fans are visiting the observatory both to build anticipation before hitting the theater and to extend the excitement long after the end credits roll.

Through Aug. 31, the observation deck is hosting "Spider-Man: Brand New Day X Seoul Sky," a joint promotional event crafted in partnership with Sony Pictures. Tower officials noted that the event taps into the unique significance that towering urban skylines hold for the franchise. Spider-Man’s signature move — swinging through concrete canyons suspended by webs — naturally resonates at an elevation that offers a bird's-eye view of downtown Seoul.

The immersive experience centers around the 121st floor, where a themed main photo zone allows guests to strike web-shooting poses against a backdrop of sweeping city views. Thrill-seekers looking for an extra surge of adrenaline can venture onto the tower's Sky Bridge Tour — an open-air walkway positioned a dizzying 541 meters above the ground — offering an unobstructed "Spider-Man's-eye view" of the capital.

The fan enthusiasm has translated directly into high demand at the gift shop.

Seoul Sky reported brisk sales for exhibit-exclusive merchandise, including branded mouse pads, acrylic poster magnets, metal keyrings, and light-up LED keycap keyrings. The mouse pads and magnets — featuring custom artwork combining the Lotte World Tower silhouette with Spider-Man — are sold exclusively at the venue. The light-up keycap keyrings have proven especially popular among young adults.

All merchandise is available at the 121st-floor Seoul Sky Shop and the basement-level Special Store, alongside limited-run items like collectible sticker packs.

Directed by Destin Daniel Cretton, "Spider-Man: Brand New Day" features an ensemble cast led by Tom Holland and Zendaya, alongside Sadie Sink, Jacob Batalon, Jon Bernthal, Tramell Tillman, Michael Mando, and Mark Ruffalo.

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