5 Challenges of 'Weave'... Increasing Space Satisfaction and Brand Power

[K-Construction, New Challenge]
Doosan Construction Enhances Brand Value... Achieves Complete Sell-Out of Complex
'We’ve Got Everything' Slogan and 5 Concepts Reestablished

The importance of apartment brand value is growing day by day in the construction and real estate markets. Even in the same location, the success or failure of sales varies depending on the brand, and the price fluctuations after move-in are also vastly different. For this reason, construction companies make efforts to increase the recognition of their apartment brands by presenting differentiated exterior designs and introducing specialized layouts. In this regard, Doosan Construction's apartment brand 'We've' is regarded as a representative success case.

◆'We've' Brand with Five Concepts... Achieving Full Sales

'Doosan We've the Zenith Central Gyeyang' perspective / Image courtesy of Doosan Construction

We've was born in 2001, embodying Doosan Construction's commitment to making customers feel more special and respected. Doosan Construction explained that We've means a residential space that has everything, a space that modern people want and wish to live in, and a space that nurtures love for life. It is designed to highlight the thriftiness of daily life and pursues a convenient space where all needs in daily life are met.

Earlier this year, as part of enhancing brand value, Doosan Construction redefined the slogan "We've got everything" and five concepts. Each concept is ▲Have: a space you want ▲Live: a space full of joy ▲Love: a space with love and happiness ▲Save: a space for thrifty living ▲Solve: a space where problems in daily life are solved. Based on this, We've intends to complete residential spaces that enhance the value of customers' lives by adding aesthetic sense, practicality, and the best design and construction technology.

As a result of focusing on brand strengthening strategies, all We've complexes directly sold by Doosan Construction nationwide this year have been fully sold out. Starting with 'Incheon Doosan We've The Central' in Dong-gu, Incheon in March, 'Doosan We've The Zenith Central Wonju' in Wonju, Gangwon completed contracts, and in May, 'Saejeol Station Doosan We've Trageum' in Eunpyeong-gu, Seoul was sold out early with a high competition rate of 78.9 to 1 in the first priority subscription. In July, 'Pyeongchon Doosan We've The Prime' in Anyang, Gyeonggi, and 'Doosan We've The Zenith Ocean City' located in Busan completed 100% contracts. Next month, 'Doosan We've The Zenith Central Gyeyang' to be built in Gyeyang-gu, Incheon is scheduled to proceed with subscription.

◆Design, IT, Energy Saving, etc. Increase Resident Satisfaction

'Anyang Doosan We've The Artium' Art Wall 'Ilwol Obongdo' / Photo by Doosan Construction

The five concepts of We've cover design that increases resident satisfaction, information technology (IT), and even environmental, social, and governance (ESG) management. First, Have, a space you want, focuses on making residents' lives more convenient and comfortable through We've's IT services. We've applied a home network system with wall pads and smartphone applications that allow control of lighting, heating, ventilation, and also enable visitors to be checked on screen when residents are absent.

Live, a space full of joy, emphasizes premium quality. Pursuing modernity to realize an urban and sophisticated exterior design is representative. 'Doosan We've The Zenith Harbor City,' which moved in earlier this year, emphasized grandeur and verticality through indirect lighting on the structural facade and upward-transmitting lighting of the canopy structure. Additionally, fiber optic lighting was used to depict twinkling starlight, further enhancing luxury.

Doosan Construction's strengthened design capabilities have led to various awards. At the 'Good Design Award' hosted by the Ministry of Trade, Industry and Energy and organized by the Korea Institute of Design Promotion, three works including the exterior art wall 'Ilwol Obongdo' of 'Anyang Doosan We've The Artium' received the Good Design (GD) mark. Ilwol Obongdo is a work that reinterprets a Joseon Dynasty piece using modern architectural materials. The tiles that formed the base of the work utilized leftover materials discarded at construction sites, realizing upcycling of waste materials.

Love, a space with love and happiness, refers to providing various community facilities where the whole family can safely and comfortably enjoy within the complex. The upcoming 'Doosan We've The Zenith Central Gyeyang' to be sold next month will feature a themed garden. To enhance resident convenience, sports facilities including golf, a library, and a gallery lounge will be created to lead trends.

There is also the concept of Save, a space for thrifty living that reduces energy consumption and cuts costs. We've complexes apply regenerative inverter elevators for energy saving and outlets that automatically cut off unnecessary standby power. Low-power, long-life light-emitting diode (LED) lights are installed inside units and common areas to save electricity bills. Energy usage information can be checked and compared through the wall pad. The underground parking lot maintains low lighting brightness normally and adjusts illumination by monitoring movement in driving areas, contributing to energy saving in common areas.

Doosan Construction also practices ESG management by reducing carbon emissions within complexes. When applying household films, eco-friendly films made by recycling PET bottles are used, reducing carbon dioxide emissions by about 20% compared to existing films. The company actively participates in fuel cell projects that emit 69% less carbon dioxide compared to conventional coal power generation.

Solve, a space where problems in daily life are solved, means resolving inconveniences in daily life through quality construction and technology development to improve customer residential satisfaction. To build sturdy apartments, Doosan Construction is the only construction company to introduce a verification system throughout the entire concrete construction process. This includes quality adjustment meetings, direct testing of incoming materials, special inspections of ready-mixed concrete companies, structural quality inspections, and all processes from ready-mixed concrete manufacturing to structural strength testing.

They have also proactively started developing technology to solve the inconvenience of noise between floors. As a first achievement, in August this year, after the noise standards between floors were strengthened, they became the first construction company to obtain the 'Floor Noise Blocking Structure Performance Certification,' and this month, they received the highest level of certification.