[2022 Apartment Brand Awards] GS Construction, Upholding Its Own Brand... Establishing a Strong Identity

Power Brand Division

GS Construction BI

[Asia Economy Reporter Kim Hyemin] GS Construction is building a strong brand identity by maintaining its independent brand ‘Xi’ without launching a separate premium brand.

At the core of this is the confidence gained from ranking first in major domestic brand surveys, establishing an absolute status in the apartment brand sector. Since 2019, ‘Xi’ has held the number one position in brand value for the apartment category in the ‘Top 100 Brands of Korea’ selected by Brandstock for four consecutive years.

The concept of the ‘Xi’ brand began with innovation. It was a bold move to use only an English symbolic word unrelated to the construction company’s image for an apartment brand, but it ultimately succeeded. By introducing the industry’s first home network system and the concept of community, it created spaces that realize a premium lifestyle, quickly imprinting a high-end image. Subsequently, the Xi brand was applied to various locations such as Banpo Xi and Seocho Grand Xi in Seocho-gu, Gyeonghuigung Xi in Jongno-gu, and Mapo Prestige Xi in Mapo-gu, changing the landscape of Korea’s representative apartment complexes.

GS Construction is shaping the future of Xi apartments through the ‘Xi AI Platform,’ which incorporates Fourth Industrial Revolution technologies. The ‘Xi AI Platform’ is a futuristic housing management system that analyzes and manages various big data generated within the complex, going beyond traditional home networks. Based on big data, it continuously provides environments tailored to residents’ living patterns, such as recommending indoor air quality and detecting abnormalities in real time. The platform also features top-level security functions, including encryption of all communications within the complex and firewalls between households.

The community integrated service brand ‘XIAN vie,’ the first of its kind in the domestic construction industry, has been expanding its service areas since its launch in 2020. GS Construction is actively partnering with Korea’s top content companies to share lifestyle and cultural content beyond simple community facilities. For example, the premium screening room ‘CGV SALON’ established in Seocho Grand Xi has been popular, filling seats for every movie release.

Earlier this year, GS Construction signed memorandums of understanding (MOUs) with SPC Group’s Paris Croissant and Seoul Auction Blue, an affiliate of Seoul Auction, the leading company in Korea’s art auction market. Through collaboration with Paris Croissant, GS Construction plans to create a new coffee culture space in community centers where residents can brew coffee themselves and experience its flavors. Through cooperation with Seoul Auction Blue, it will provide services such as physical and digital asset exhibitions.