SK Ecoplant Launches Premium Housing Brand 'Define'

Conveying the Meaning of 'Redefining New Standards for Life and Housing' Beyond Traditional Residential Stereotypes

[Asia Economy Reporter Kim Min-young] SK Ecoplant announced on the 11th that it will officially launch its premium housing brand ‘DEFINE’.

This is an apartment brand released 22 years after introducing ‘SK VIEW’ in 2000. SK Ecoplant plans to prioritize applying the DEFINE brand to projects it has previously secured, such as the Busan Gwang-an 2 District redevelopment, Seoul Noryangjin 2 and 7 District redevelopment, and Seoul Gwangjang-dong Samsung 1st Apartment reconstruction.

DEFINE is a compound word combining the prefix ‘DE’ for emphasis and ‘FINE,’ meaning goodness and purity, while also borrowing the word ‘Define,’ meaning to define. It embodies the intention to establish new residential standards with the highest values that fit this era.

The DEFINE logo emphasizes this meaning as well. A ‘Definition Line’ is drawn between ‘DE’ and ‘FINE’ to symbolize breaking down the conventional boundaries of time and space in existing residences and establishing a new premium standard.

SK Ecoplant plans to maximize premium value and differentiate from other residential products by applying ▲ floor plans that can be modified according to lifestyle and life cycle (the Curated Plan) ▲ refined and simple architectural design that provides timeless value (the Fine Cut) ▲ eco-friendly energy solutions and architectural technology development and application toward carbon-neutral (Net Zero) housing (Eco Solution) ▲ landscaping that offers healing and relaxation through art and excellence (the Arte) ▲ community spaces for cultural experiences that enrich daily life (Club DEFINE) ▲ and an AI system (SKAI 2.0) that learns living patterns to optimize residential spaces.

First, the DEFINE brand will apply groundbreaking floor plans. Customers can choose one of various floor plans tailored to their lifestyle at the time of sale, and even after moving in, they can modify all interior structures, including the kitchen and bathroom.

Landscaping facilities will also be elevated to a higher level of sophistication. Considering customer usage frequency and movement paths, landscaping will be designed so that natural essence motifs can be experienced from underground parking spaces to indoor areas such as building lobbies.

The building’s facade will maximize the essence of form and proportion with DEFINE’s restrained design. Using refined, mostly neutral colors, it aims to convey timeless beauty that does not change over time.

Whether to apply the DEFINE brand to future projects will be decided by SK Ecoplant’s internal ‘Brand Review Committee,’ considering factors such as project location, scale, product, and service level. Even after brand application, strict inspections will be conducted to ensure that the initially applied standards are continuously maintained to preserve value.

A space to vividly convey the new premium residential experience to customers will also be prepared. A ‘DEFINE Pop-up Gallery’ where the brand can be experienced in advance will open in Seongsu-dong, Seoul, operating from August 12 to September 25. Visits are possible by making a reservation in advance through the Naver reservation system.

Song Young-gyu, head of SK Ecoplant’s Eco Space BU, said, “The core values of DEFINE are ‘completion of a proactive life,’ ‘value of sustainable living,’ and ‘a rich life created through new experiences.’ Through this premium brand, we will provide differentiated residential spaces and services never experienced before, giving customers pride.”