Launch of Industry's First Additional Option Brand 'D Selection'
Three Interior Style Options Based on Big Data
Saves Time and Costs Compared to External Companies
Work of DL E&C's First Female Inside Director, CDO Lee Jeongeun
"There is no need to find an external interior design company; you just choose the style you want before moving in."
On the 13th, the Acro Ritz County housing exhibition hall in Dogok-dong, Seoul, featuring DL E&C's 'D Selection' was showcased. A representative from DL E&C's Design Innovation Center said, "Now is the era when apartments can be chosen according to personal taste," adding, "By offering additional selectable items, customers do not need to look for external companies." D Selection was first applied to Acro Ritz County in February. It gained high popularity, with about 60% of the 10 additional option contract holders choosing D Selection.
D Selection is an additional option brand launched by DL E&C, the first among domestic construction companies. Customers select one of three interior styles?Minimal, Modern Natural, or Soft Classic?and then decide on additional options. Once the decision is made, the interior can be completed with a single construction before moving in. According to DL E&C, this saves time and costs compared to external companies. They extracted 1.7 million housing-related big data entries from platforms like Naver and Today’s House, analyzed 30,000 valid cases, and ultimately narrowed it down to three styles. Since D Selection is not mandatory, it is also possible to proceed with additional option contracts excluding interior work in the traditional way.
Inspired by Automobiles... Customized Trends for Apartments
At the exhibition hall visited that day, the interior of the 'national standard' exclusive area of 84㎡ was in the Modern Natural style among the three styles. The entire home was filled with warm wood tones and a nature-friendly atmosphere. The 59㎡ exclusive area was decorated in a Minimal style combining white tones and classic lighting. Each style showcased its own interior with consistent colors and ambiance.
Virtual home decoration was also possible. Using their self-developed real-time 3D virtual simulation (VR) called 'D Virtual,' various additional options could be applied and checked immediately. It felt similar to virtually trying out various options before buying a car. A DL E&C representative explained, "D Selection was actually inspired by the way premium car brands offer option selections," adding, "We thought apartments should no longer be 'uniform living spaces' but customized living spaces reflecting individual tastes."
However, unlike cars, fully individualized custom options were not provided. Since apartments involve hundreds to thousands of households, it is practically impossible to accommodate all preferences. Also, D Virtual cannot be run on home computer specifications. It can only be experienced through computers set up at the housing exhibition hall. This means decorating the home virtually at home is not possible. Starting with Acro Ritz County, DL E&C plans to optimize customer choices through upcoming projects like 'e-Pyeonhansesang' and 'Acro.'
DL E&C’s Ambitious Project... Work of the 'First Female Inside Director'
At the 2018 agreement ceremony with Socar, Lee Jung-eun CDO. Provided by DL E&C.
The ambitious D Selection by DL E&C was planned by the DL E&C Design Innovation Center, led by Chief Design Officer (CDO) Lee Jeong-eun. She was deeply involved in D Selection and was the person who decided on its launch. Recognized as a 'design expert' in the industry, this CDO previously led the renewal of DL E&C’s flagship residential platform 'C2 House' and the high-end brand 'Acro.' A DL E&C representative said, "D Selection is another 'masterpiece' boldly presented by this CDO."
This CDO has served as the general director of Daelim Museum and head of DL E&C’s Housing Business Division and has been the CDO since 2023. She is scheduled to be appointed as an inside director at the DL E&C shareholders' meeting on the 24th. This will be the first female inside director in DL E&C’s 86-year history since its founding in 1939. While there have occasionally been female outside directors on the board, no female inside director has ever joined. DL E&C cited the reason for appointing this CDO as an inside director as "leading the company’s innovation and quality management with various achievements," and "being highly qualified with a deep understanding of not only the housing business but also overall corporate management strategy."
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