- Hyperend Residence Built on Former Daewoong Pharmaceutical Executive Housing Site, Known as the Prime of Prime Locations
- Location Chosen from the Perspective That a House for a Single Family Must Be Exceptional from the Start
The term "myeongdang" (auspicious site) is considered a superstition by some, while for others it serves as the most important criterion for selecting land. However, whether one believes in it or not, it is unlikely that anyone would have a negative reaction to the term itself. Moreover, if those who lived on that land actually achieved great success and honor, it is only natural to reconsider the value of that land.
Recently, the hyper-end residential complex being built on the former Daewoong Pharmaceutical company housing site in Samseong-dong has been a hot topic. ‘La Br 27’ (constructed by Hyundai Engineering & Construction), a complex with a total floor area of 22,449㎡, consisting of two buildings with 5 basement floors and 7 above-ground floors, and a total of 27 units, is an exceptionally high-end residential complex rarely seen even in Gangnam. Its outstanding design and unprecedented scale of community facilities have already attracted significant attention from Seoul’s hyper-rich.
Furthermore, experts in geomancy (pungsu) analyze this location as a representative myeongdang of Seoul, which has also drawn the interest of potential buyers. In particular, it has attracted attention because the Daewoong Pharmaceutical owner family once lived here and built the current Daewoong Pharmaceutical company.
This site has long been famous as an excellent geomantic myeongdang. It meets the essential conditions of myeongdang, such as Baesanimsu (backed by a mountain and facing water) and Wangsanwanghyang (facing a kingly mountain and direction). Among the Samseong-dong area, it is especially recognized as a myeongdang of the "Geumgye Poranhyeong" (金鷄抱卵形, Golden Rooster Embracing an Egg) type, where wealth accumulates and distinguished people emerge. It is also located where the Han River and Tancheon stream converge ("Isuhapji" 二水合地), making it well known as a place where one can enjoy both wealth and honor simultaneously.
Of course, ‘La Br 27’ does not focus solely on the pungsu meaning related to blessings and fortune. The practice of Yangtaek pungsu (geomancy for residential sites) used when choosing a home began with the desire to find happiness through a harmonious life with nature, fostering family and life development, prosperity, and comfortable living. Considering that myeongdang is a place where such experiential knowledge has accumulated, the term is interpreted more broadly here to mean a verified location that can realize the essence of a home?peaceful daily life.
Professor Lee Jae-bok of Dongguk University, a leading authority in Korean geomancy, said, “This site is a representative myeongdang of the Geumgye Poranhyeong (Golden Rooster Embracing an Egg) shape, which symbolically means a celestial rooster incubating an egg from which talented people will be born.” He added, “Such a location inherently guarantees pleasant scenery with sunlight, daylight, ventilation, and greenery, which act as catalysts that invigorate daily life with energy governing health, business prosperity, and good fortune. Through this, it has played the role of a place that upgrades quality of life by creating wealth and honor, making it, in short, a verified myeongdang.”
Thus, the meaning of myeongdang that ‘La Br 27’ emphasizes goes beyond mere fortune-seeking; it stems from the fundamental concept of a home where a family can establish itself. This supports the fact that it stands apart from typical residential products, making it inevitable that hyper-end consumers, who were not satisfied with existing housing options, show interest in ‘La Br 27,’ which considers the intrinsic value of a home.
Regarding this, a sales official stated, “Although the location itself is in the busiest downtown area, it is a quiet and peaceful residential area where one cannot feel the hustle and bustle. It is famous as a myeongdang coveted by everyone because a family established their lineage here in their time. We judged that such a location, which includes these elements, is essential to complete the best residence where a family can stay for many years.”
Meanwhile, the sales gallery for ‘La Br 27’ is currently operating by advance reservation only.
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