[Run Again K Construction] "Connecting People and Spaces, Special Daily Life at Forena"

Specialized Design with Safety Doors and Pet Parks
Securing Landmark Complexes in Each Region
Rapid Establishment of Premium Brands

Panoramic view of the Forena Nowon complex in Nowon-gu, Seoul / Photo by Hanwha Construction Division

[Asia Economy Reporter Noh Kyung-jo] Hanwha Construction Division launched a new residential brand, 'FORENA,' in August 2019 and is attempting a comprehensive image transformation.

FORENA is an integrated single brand for all multi-family housing built by Hanwha Construction Division, including apartments, mixed-use complexes, officetels, and residences. It ranked in the top 10 in the 'Best Brand Apartment' survey announced by Real Estate R114 last year and was selected as one of the top 3 'Apartment Brands Expected to Grow' for two consecutive years, establishing itself as a premium apartment brand in a short period.

FORENA, which means 'connection' in Swedish, embodies Hanwha Construction Division's commitment to creating a new residential culture through the 'connection between people and space.' The brand slogan, 'The Beginning of a Special Everyday,' reflects the anticipation of a new lifestyle experienced through FORENA.

A company official explained, "We boldly excluded the FORENA symbol mark and proactively introduced a wordmark form, adding extensibility to sophisticated beauty," and added, "Through the combination of 'FORENA Blue,' symbolizing trust, and black, symbolizing charisma, we have imprinted a luxury brand image."

The products are also continuously differentiated. In particular, the 'FORENA Exterior Design,' developed in July 2020, consists of the building's exterior color design called 'FORENA Signature Skin,' entrance design called 'FORENA Face,' and designs for the lower floors and building entrances. The 'FORENA Safety Door' features concealed hinges that prevent gaps between the door and frame, preventing safety accidents for children and the elderly. The pet playground 'FORENA Pet Park' and the specialized design 'Pet Friends Interior' have also been proactively introduced.

Additionally, amenities such as the residents' relaxation space 'FORENA Cafe Breeze,' the play area with undulating mounding called 'Merry Kids Ground,' the fine dust reduction specialized system 'FORENA Blue Air System,' and the 'FORENA Home Internet of Things (IoT)' that links various smart functions with a mobile application have been developed and applied.

FORENA was able to secure high recognition and preference in a short time by pursuing a strategy to secure landmark complexes representing each region. FORENA Gwanggyo and FORENA Nowon are representative examples. In Deokcheon-dong, Busan, a FORENA brand town with a total of 1,860 households is under construction, and FORENA Incheon Michuhol, with a height of up to 44 floors, is regarded as a landmark in the area. Complexes are also being established in key cities such as FORENA Pohang (2,192 households), FORENA Cheongju Maebong (1,849 households), and FORENA Cheonan Asan Station (1,166 units).

Hanwha Construction Division has developed its capabilities in complex development projects to strengthen competitiveness in the housing business. This involves developing various facilities for cultural, leisure, business, commercial, and lodging purposes in connection with apartments and neighborhood shopping centers, considering synergy effects. Development capabilities that can reflect the needs of multiple project stakeholders and customers are essential.

FORENA has supplied a cumulative total of 38,530 households over the past four years. Among them, 17 complexes with 12,905 households have had their complex names changed to FORENA. This year, more than approximately 3,849 households are planned to have their brands changed with the approval of Hanwha Construction Division, and brand exposure is expected to expand further in key regions.