[2023 Housing Culture] Premium Housing 'Define'... Presenting a New Standard of Living to Customers

SK Ecoplant

SK Ecoplant's premium housing brand launched last year, ‘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 suited to this era.

Define Logo (Provided by SK Ecoplant)

The logo of DEFINE also emphasizes this meaning. A ‘Definition Line’ is drawn between ‘DE’ and ‘FINE,’ symbolizing the breaking of conventional boundaries of time and space in traditional housing to establish a new premium standard. It reflects the philosophy that apartments should no longer be standardized spaces but should present new life standards to customers and transform their lives, considering how customers’ lifestyle patterns change throughout their life cycles.

SK Ecoplant plans to apply the DEFINE brand with features such as △the Curated Plan, which allows floor plans to be modified according to lifestyle and life cycle △the Fine Cut, refined and simple architectural design that maintains value over time △Eco Solution, the development and application of eco-friendly energy solutions and construction technologies aimed at carbon-neutral (Net Zero) housing △the Arte, landscaping that incorporates art and excellence to provide healing and relaxation △Club DEFINE, community spaces offering cultural experiences that enrich daily life △and SKAI 2.0, an AI system that learns lifestyle patterns to optimize living spaces, thereby emphasizing premium value and differentiating it from other residential spaces.

SK Ecoplant plans to prioritize applying the DEFINE brand to projects it has previously secured, including the Busan Gwang-an 2 District redevelopment, Seoul Noryangjin 2 and 7 District redevelopment, and Seoul Gwangjang-dong Samsung 1st Apartment reconstruction projects.