Controversy Over Discriminatory Awareness in Sales Advertisement Slogans
"Careless Expressions... Will Exercise Greater Caution Moving Forward"
An apartment developer that sparked controversy by running an advertisement with the phrase "Dedicated to those who dream of a world that is never equal" has finally issued an official apology.
According to industry sources on the 7th, 'The Palace 73,' a luxury officetel and apartment complex being built in Banpo-dong, Seocho-gu, Seoul, became embroiled in controversy after recently releasing an advertisement that seemed to promote discrimination based on wealth.
The controversial phrases included statements such as "It will become a residential masterpiece of the century, presenting a new essence and lineage as the top-tier living space," and "A place that embraces Seoripul Park like New York's Central Park."
The apartment developer issued an apology on its website on the same day, stating, "We deeply apologize for causing concern due to the wording used on our website. Although unintentional, the careless expressions caused discomfort to many people," and added, "We will exercise more careful attention in all future expressions."
The phrase "Dedicated to those who dream of a world that is never equal" quickly spread through social networking services (SNS). Netizens criticized it, saying, "Chattel capitalism," "Is inequality and superiority complex a promotional tool?" and "I thought it was photoshopped, so I visited the official website myself." After the controversy, the phrase was promptly removed, and access to the website was temporarily difficult.
Meanwhile, 'The Palace 73' is scheduled for completion in September 2027 and will be built on the site of the former 'Sheraton Palace Gangnam' hotel, Gangnam's first luxury hotel. It will be constructed on a land area of 2,700 pyeong (approximately 8,910 square meters) and will house a total of 73 units from four basement floors to 35 above-ground floors. The sale price per unit is estimated to range from 10 billion KRW to up to 40 billion KRW, depending on the area.
It is known that architect Richard Meier, who won the Pritzker Prize in 1984, is involved in the construction. The goal is to realize a value beyond high-end?'hyper-end'?a special home that only a limited number of wealthy individuals can select.
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