Call of Duty builds a Korean alleyway fans can step inside

Call of Duty has built replica Korean alleyways in London and Los Angeles, giving fans the chance to explore a setting from Modern Warfare 4 in real life.

The installations on Shoreditch High Street and Sunset Boulevard recreated the game’s world through detailed shopfronts, neon signs, graffiti and street props.

In London, the set occupied a former car park surrounded by advertising hoardings.

Created by Activision with Omnicom Media and Amazon Ads, the experience gave visitors more to do than take photographs.

Fans received mission cards and followed a trail of puzzles through the alleyway.

Cracking the code unlocked Amazon Loot Lockers containing limited-edition Call of Duty prizes.

The mission also extended to Twitch, where viewers could use chat commands to switch between CCTV cameras, search for hidden clues and collectively unlock rewards. An online version let fans explore the alleyway digitally.

The campaign builds on the franchise’s previous ventures into physical spectacle, including its London zombie trophy wall.

Here, the appeal was getting to wander through a place normally experienced through a screen. The detailed set offered the photo opportunity; the code-breaking challenge gave fans a reason to stay.

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