[2021 Apartment Brand Awards] GS Construction Proves Itself as the Undisputed 'Brand Number One'

Power Brand Category, 'Xi'

[Asia Economy Reporter Kim Hyemin] GS Construction's 'Xi,' which won the Power Brand Division Grand Prize this year, was a latecomer launched in September 2002 but has now established itself as the industry's top brand. It has secured the overall first place for three consecutive years in an apartment brand survey conducted by Real Estate 114, and it has maintained the undisputed number one position in the apartment category of the 'Top 100 Brands of Korea' announced by Brandstock for three years, proving this status.

'Xi' started as a premium brand from the beginning. It adopted the concept of an advanced way of thinking and living called 'Intelligent Life,' taking the first letter of 'extra intelligent' to create the 'Xi' brand. Using only an English symbolic word unrelated to the construction company's image for an apartment brand was a challenge, but the result was successful. It was the first in the industry to introduce a home network system and community concept, turning apartments into spaces that realize a high-end lifestyle and imprinting a premium image. This is also why 'Xi' maintains its unique brand despite the trend of premium brands emerging like a fad.

The 'Xi' brand continues to innovate in line with the Fourth Industrial Revolution era. It has developed the 'Xi AI Platform,' an AI home network system based on big data, setting a new standard for residential culture. Various devices are linked with the Xi 'AI Wallpad,' allowing users to switch to outing mode or call the elevator via voice commands. Additionally, it recommends indoor air quality optimization and is preparing to commercialize 'Xi Energy Saving,' which optimizes the temperature of each room. It also plans to develop services such as laundry, healthcare, and kids care by analyzing and predicting results derived from big data solutions.

'Xi' is also attempting various changes in line with the times. A representative example is the launch of the industry's first integrated community service brand, 'XIAN vie,' in December last year. Beyond offering individual services like concierge or breakfast services in apartments, it plans to provide various services under the concept of a life cycle platform.

To enhance residents' quality of life, collaboration with different industries is underway. Seocho Grand Xi, where move-ins begin next month, will feature Korea's first premium theater at the level of CGV Gold Class. This is to provide diverse content such as movies, musicals, concerts, and live sports broadcasts. According to an agreement with CJ CGV, GS Construction plans to apply theaters within Xi apartment complexes in the future. Additionally, various services such as pet sitter reservations, car sharing, and taxi fare support are planned for future sale complexes.

A GS Construction official said, "We will do our best to lead the domestic housing market and widely spread the capabilities of 'Xi' overseas to firmly establish it as a genuine luxury residential culture."

Night view of Mapo Prestige Xi.