[2020 Apartment Brand Awards] Shindong-A Construction's 'Familie', Creating Cultural Spaces by Organically Connecting Facilities Within the Complex

[Asia Economy Reporter Yuri Kim] The housing brand 'Familie (FAMILIE)' by Shindongah Construction, selected as the Power Brand in the brand category, is the German expression for family. As the name suggests, it aims to be an "apartment named family." The brand philosophy embodies the desire to provide apartments not just as simple living spaces but as "warm and dignified family cultural spaces" where the preciousness and true meaning of family can be realized. Since its debut in the housing market in 2002, Familie has steadily established itself as a steady seller brand for 18 years.

Familie focuses not only on residential spaces but also on organically connecting various facilities within the complex to create new cultural spaces. It expands the concept beyond simple space to a "complex community facility where people can gather and enjoy together." With customized floor plans, terrace designs, and specialized storage, it broadens the utilization of space and enhances residents' satisfaction by providing a complex community facility where exercise and relaxation can be enjoyed together within the complex.

After achieving management normalization last year, Shindongah Construction is accelerating efforts to improve corporate and brand image this year. To increase brand trust, it is focusing on improving housing quality through the development of specialized products, thorough construction quality management, and reestablishment of the AS (after-service) system. The company plans to upgrade the 'Environmental Specialization Guidelines 2.0' introduced in 2018 to secure the identity and consistency of Familie. Accordingly, various interior designs, unit floor plans, environmental and safety systems, and smart systems will be continuously developed and introduced to consumers.

The brand value of Familie is also proving strong in small-scale housing maintenance projects. Actively targeting the street housing maintenance projects, known as "mini reconstruction," it has consecutively secured construction rights in promising areas such as Beomhwa Villa in Samseong-dong, Gangnam-gu, Seoul; Songpa 101 in Songpa-dong, Songpa-gu; and Gongseong Apartment in Jegi-dong, Dongdaemun-gu. In March, it was finally selected as the construction company for the redevelopment maintenance project of Deokso 4 District in Wabu-eup, Namyangju-si, Gyeonggi Province, actively promoting the Familie brand in Seoul and metropolitan areas.

In the second half of the year, Shindongah Construction will jointly launch sales with Woomi Construction for A1 Block (2,049 households) in Okjeong District, Yangju, and S8 Block (608 households) in Gwacheon Knowledge Center. A Shindongah Construction official stated, "Shindongah Familie is approaching customers as a brand image faithful to the 'basics,' where the true value of an apartment can be felt more and more the longer you live in it," adding, "We will focus on product development and quality improvement to raise Familie's brand awareness and strive to provide optimal residential spaces that satisfy customers."