[2020 Apartment Brand Awards] Acro Leads Luxury Trend with 'Byunchianheum'

Daelim Industrial Acro Grand Prize

[Asia Economy Reporter Onyu Lim] "Absolute superiority achieved through strict standards, a rare value that remains unchanged over time." This is how Daelim Industrial positions its luxury residential brand 'ACRO.'

Since its introduction in 1999, Daelim Industrial's ACRO has been leading the domestic luxury housing trend. Establishing a residential belt along the Han River, it has quickly become synonymous with upscale residential areas in Seoul's Gangnam district, including 'ACRO Riverpark' in Banpo-dong, Seocho-gu, which opened the era of '100 million KRW per 3.3㎡,' 'ACRO Seoul Forest' in Seongsu-dong, Seongdong-gu, which recorded the highest-ever sale price, as well as 'ACRO Riverview' in Jamwon-dong, Seocho-gu, and 'ACRO Riverheim' in Heukseok-dong, Dongjak-gu.

In November last year, Daelim Industrial undertook a brand renewal of ACRO to pursue another leap forward. To this end, they conducted a comprehensive lifestyle analysis through big data surveys involving 1,200 actual ACRO residents, 16,000 residents aged 25-44 in Seoul's top-priced areas, and 12,000 top-income individuals aged 20 and above, alongside an analysis of global luxury residential environment trends.

The new ACRO aims for a unique, absolute value. Daelim Industrial plans to establish residential leadership through the brand's core values: ▲absolute superiority achieved through strict standards ▲rare value that remains unchanged over time ▲unparalleled differentiated residential spaces. A Daelim Industrial official emphasized, "Unlike existing luxury residences that merely upgraded finishing materials without clear product standards, we intend to build differentiated value in a completely different way."

For the ACRO renewal, Daelim Industrial overhauled business strategy, products, technology, design, service, quality, and marketing. One notable change is the logo design. The previous orange cloud symbol, shared with the ePyeonhansesang brand, was removed. Through visual separation, ACRO is distinguished from ePyeonhansesang not as a hierarchical brand but as a completely different brand, establishing ACRO's own high-end image. ACRO's transformation has been globally recognized, recently earning the Branding Grand Prize in the Communication category at Germany's 'iF Design Award 2020.'

Daelim Industrial also unveiled the concept house '2020 ACRO Gallery - Collector's House,' embodying ACRO's vision and residential philosophy. Moving away from traditional model homes, the ACRO Gallery presents residential standards reflecting the lifestyle of the top 0.1%. It reflects the intention to embed artistic value beyond the concept of housing in ACRO.

Aerial view of 'Acro Seoul Forest' in Seongsu-dong, Seongdong-gu, Seoul.

The new ACRO will first be applied to 'ACRO Seoul Forest' in Seongsu-dong, Seongdong-gu, Seoul, scheduled for occupancy this December. The market is filled with anticipation. Following the complete sale in 2017 at the highest-ever price (47.5 million KRW per 3.3㎡), a recent non-priority subscription for three additional units attracted 264,625 applicants. ACRO consists of two residential buildings, the prime office building The Tower (7 basement floors to 33 above ground), and The Art Center (2 basement floors to 5 above ground), which combines an art museum and performance hall operated by the Daelim Museum. The residential buildings are 5 basement floors to 49 above ground floors, comprising a total of 280 units.