[Untact, Changing Homes] 'Living+Work+Culture' Layered Home... Fierce Competition Among Construction Companies

Home Office, Home Cafe... Diversification of Home Functions
Smart Home, Eco-Friendly, Interfloor Noise Technology Development
Strengthening Technology is a Must, Not an Option... Competition Increases

[Asia Economy Reporter Moon Jiwon] As the time spent at home has increased during the COVID-19 era, construction companies are fiercely competing to create more ‘smart’ and ‘convenient’ living spaces. With the slowdown in growth of the traditional construction industry focused on building and the growing consumer demand for smart homes and community facilities, strengthening related technologies is becoming a necessity rather than a choice. Recently, major construction companies have been accelerating the development of differentiated specialized designs, convenience facilities applying the Internet of Things (IoT), eco-friendly materials, and noise reduction technologies between floors.

The Expanded Concept of ‘Home’... Layered Home is the Trend

The reason construction companies, which previously focused solely on simple housing projects, are now reshaping their survival strategies around securing technological capabilities is that people’s lifestyles have gradually changed as the COVID-19 pandemic has prolonged.

Professor Kim Nando of Seoul National University introduced the concept of ‘Layered Home’ in his book Trend Korea 2021, which exemplifies this change. This term is similar in meaning to the ‘Layered Look’ of wearing multiple layers of clothing, indicating that a home has evolved from serving just a residential function to a space that performs various functions such as work, leisure, and culture.

Typical trends of the layered home include ‘home office,’ ‘home cafe,’ ‘home theater,’ ‘home gym,’ and ‘home gardening.’ Since the spread of COVID-19 began, more people prefer exercising, watching movies, or drinking coffee at home rather than crowded outdoor spaces. Accordingly, construction companies have started adjusting floor plans, interior designs, and complex layouts to align with the changed residential trends. They have added alpha rooms, pantries, terraces, and other spaces so that consumers can freely utilize the space according to their needs.

Various Community Facilities with Proprietary ‘Smart Platforms’

Samsung C&T applies its proprietary Raemian Home IoT (Internet of Things) platform to ‘Raemian One Bailey,’ a complex for sale in Banpo-dong, Seocho-gu, Seoul.

The IoT Home Cube, which can measure indoor fine dust, as well as facial recognition, fingerprint recognition, and an automatic ventilation system are also applied. Samsung C&T is also developing technology that allows easy control of automatic cleaners, lighting, and air conditioners through voice commands. Hanyang’s ‘Hyangnam Station Hanyang Susitan The Stage,’ supplied in Hyangnam-eup, Hwaseong-si, Gyeonggi Province, is equipped with an advanced smart home solution that allows control of entrance security sensors, lighting, and gas shutoff via smartphones. Hyundai Engineering & Construction is also applying its home IoT system technology called ‘Hi-oT’ to enhance convenience in residential life.

Each construction company’s signature community facilities that enable various activities within apartment complexes are also notable. Fitness facilities, saunas, book cafes, and golf practice ranges rival luxury accommodations. GS Engineering & Construction’s community facility ‘Club Xi-an’ includes a kids cafe, multipurpose indoor gymnasium, and indoor children’s playground. Prugio has introduced resident convenience facilities such as the ‘Greenery Lounge,’ where families, neighbors, nature, and the complex harmoniously coexist. As the ‘stay-at-home’ culture has spread due to COVID-19, these community facilities are becoming increasingly upscale.

‘Top Complaint’... Fierce Competition to Solve Noise Between Floors

In particular, construction companies have rolled up their sleeves to solve the issue of noise between floors, which has recently been cited as the ‘top complaint’ among residents. Samsung C&T established the industry’s first ‘Noise Between Floors Research Institute’ staffed with master’s and doctoral-level personnel at the end of last year and is currently developing technologies to reduce noise between floors. Lotte Construction also recently established a ‘Noise and Vibration Solution Team’ to develop cushioning materials that mitigate noise between floors.

Hyundai Engineering & Construction has been applying its ‘H Silent Home’ since this year. It reduces noise through a five-step noise reduction technology and enhanced flooring performance. HDC Hyundai Development Company has also developed a ‘semi-dry floor system’ that reduces noise between floors and applied it to the Gagyeong I-Park 3 and 4 complexes in Cheongju. An industry insider explained, “Solving the noise between floors issue is significant not only for improving brand image and resolving resident complaints but also for promoting technological capabilities, so competition is expected to be fierce.”

Specialized apartment floor plan designs unique to construction companies are also evolving. They increase openness by using high ceilings and create hobby spaces by building walls behind master bedroom beds. Hidden kitchens that conceal cooking areas and alpha rooms that enhance storage efficiency are also gaining popularity. DL E&C recently applied a variable structure called ‘C2 House,’ a new residential platform, to ‘e-Pyeonhansesang Seokrim The Noble’ in Seosan, Chungnam.

At the end of last year, Kumho Construction also attracted attention by developing ‘Cure Space,’ a housing floor plan design considering the ‘post-COVID-19’ era. This floor plan consists of a ‘Cure Pantry’ that blocks viruses entering from outside and a ‘Cure Office’ that provides a telecommuting space. The separately created Cure Pantry at the entrance is equipped with an air purifier that removes viruses from the body and clothes, and the Cure Office connected to the dressing room or bathroom is used for telecommuting and homeschooling.