Independent Development of 'The Zenith' Pattern
Gradual Expansion to Gatehouses, Pilotis, and More
Doosan Construction is enhancing the brand competitiveness of its luxury residential brand, 'The Zenith.'
Marking its 65th anniversary this year, Doosan Construction is dedicating significant efforts to brand differentiation and strengthening competitiveness by operating a ‘Brand Council’ and a ‘Differentiation Council’ for continuous growth. It secured 5th place in the ‘2024 Best Apartment Brand’ survey jointly conducted by Real Estate R114 and Korea Research, establishing itself as a leading apartment brand in Korea.
The Zenith, a luxury residential brand, means 'the peak,' and its BI (Brand Identity) visualizes the image of a luxurious residential culture that people dream of through Renaissance architecture. Doosan Construction has focused on creating the pinnacle of living spaces, aiming not just for tall buildings but to become a symbol of the city and set new standards for residential culture.
The Zenith’s flagship complex, ‘Haeundae Doosan We've The Zenith,’ was the first residential building to win the main prize at the Red Dot Design Award, one of the world’s top three design awards. Beyond being a super high-rise residential building with 80 floors (300m), it boasts a wave-shaped curved exterior. Haeundae Doosan We've The Zenith has driven Marine City to become a prestigious residential area representing Busan.
Doosan Construction has developed and registered the design of ‘The Zenith’ pattern to boost residents’ pride and enable brand recognition from afar. The Zenith pattern symbolizes the value of a luxurious residential culture that people dream of by linking the shining scenery of the complex in the city like a chain.
The Zenith pattern will also be applied to the exterior walls of apartment complexes, gatehouses, and pilotis. The exterior of The Zenith complexes features curtain wall looks and glass railings, while the lower floors emphasize grandeur through specialized finishing designs, exterior landscape lighting, and rooftop structures. The community facility, Club Zenith, also reflects the brand identity, emphasizing the harmony of straight and curved lines based on the characteristic elements of Renaissance architectural icons.
Doosan Construction has consistently earned the GD (Good Design) mark at the Good Design Award hosted by the Ministry of Trade, Industry and Energy and organized by the Korea Institute of Design Promotion. ‘Doosan We've The Zenith Harbor City’ received the mark for its whale-inspired exterior design combined with a water-play multifunctional playground, and ‘S-Class The Zenith’ earned it through landscaping design reflecting local characteristics.
Doosan Construction is also conducting differentiated marketing activities led by ‘The Zenith.’ At the 2024 KLPGA domestic season opener, the Doosan Construction We've Championship, one of the long Par 5 holes was named ‘Zenith Hole,’ and players who scored an albatross (three strokes under par on the hole) were awarded an apartment at ‘Doosan We've The Zenith Central Yongin’ as a prize. Many players risked challenging plays to win this luxury residence, providing a unique and exciting experience for the gallery, and this was recognized as an innovative marketing strategy.
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