"Dedicated to you who dream of a world that is never equal"
A phrase like the above has been inserted in an advertisement for a mixed-use residential complex apartment in Seoul, sparking controversy. The reason is that it emphasizes discrimination based on wealth and creates social discord. As the backlash spread, the phrase has now been removed.
According to the industry on the 5th, 'The Palace 73', a hyper-end residential complex built on the site of the former 'Sheraton Palace Gangnam', the first luxury hotel in Gangnam, recently began pre-sale.
Controversial advertisement. [Photo source= Captured from the promotional website of 'The Palace 73']
Visiting the website highlights that the world-renowned architect Richard Meier, who won the Pritzker Prize in 1984, is participating in the officetel architecture. It also includes statements such as "It will be a once-in-a-century residential masterpiece that newly presents the essence and lineage as the top-tier living space," and "A place where you live embracing Seoripul Park like New York's Central Park."
In particular, the screen containing the phrase "Dedicated to you who dream of a world that is never equal" was captured and quickly spread on social networking services (SNS), fueling the controversy.
Twitter and Facebook users responded with comments like "low-class capitalism," "It's shocking that inequality and superiority complexes were blatantly used as promotional tools," and "I thought it was photoshopped, so I checked the website myself." On the other hand, some said, "Although uncomfortable at first glance, it is a clever advertisement that accurately targets the expected customer base."
There have been past cases where apartment advertisements caused controversy by evoking a sense of relative deprivation.
A representative example is the phrase "Where you live tells who you are" that appeared in an advertisement by Construction Company A in 2001. The same goes for an apartment advertisement by Construction Company B in 2007. In this ad, a woman introduces her boyfriend to her home, and when the man asks, "Where is your home?" the woman points to the apartment with her finger, and the apartment's logo appears on the screen.
Controversial advertisement. [Photo source= Screenshot from the promotional website of 'The Palace 73']
Meanwhile, The Palace 73, scheduled for completion in September 2027, will be built in Banpo-dong, Seocho-gu, with 73 households. It is a luxury officetel and apartment with prices ranging from 10 billion to 40 billion KRW.
Known as 'hyper-end' beyond high-end, it is said that Banpo-dong was chosen instead of Cheongdam, Sinsa, or Apgujeong to realize the value of a special home that only a limited number of wealthy individuals can select. It emphasizes Banpo-dong's high value, the special location inheriting the pride of the five-star hotel that represented Gangnam, and the green living environment essential for luxury residential areas where residents can enjoy 'green spaces.'
The private gallery where The Palace 73 can be directly viewed operates only by prior reservation for verified customers.
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