Residents near Gyeongbokgung Palace filed a total of 52 noise complaints on the evening of May 16, KST. As a result, multiple police cars, including riot police, were dispatched to the scene.

On the same evening, the renowned 'Gucci Cruise 2024 Fashion Show' took place at Geunjeongjeon, the central structure of Gyeongbokgung Palace, attracting numerous celebrities and fashion industry figures.

Following the fashion show, the attendees proceeded to an after-party held in a nearby building known as 'D.' Unfortunately, the noise generated from the after-party quickly led to complaints from residents in the surrounding area. The police initially responded at 9:29 PM, issuing a warning, but the noise persisted until around 11 PM. Eventually, riot police arrived with nine patrol vehicles, and the after-party organizers were later fined for violating the Noise Control Act.

Criticism was directed at the choice of the 'D' building for the event, given its distinctive design and large windows. Online complaints from netizens mentioned being able to hear the music as if the speakers were placed on the streets, while others found the laser lights to be excessively bright and distracting.

On May 17, Gucci addressed the after-party controversy by issuing a statement and expressed their apologies for the inconveniences experienced by the residents. Gucci stated, "We deeply apologize for the inconvenience that residents felt, such as the noise caused by the after-party held after the fashion show."