[2025 Housing Culture] SK Ecoplant Establishes Premium Brand Position with AI and DT Technologies

Premium Brand 'DE'FINE'
Delivering Differentiated Value Through Collaboration and AI Technology

Perspective view of 'DeFine Gwang-an' in Busan. Provided by SK Ecoplant

SK ecoplant is providing differentiated residential value through its premium housing brand 'DE'FINE'. By presenting a new lifestyle with artificial intelligence (AI) and digital transformation (DT) technologies, it is establishing itself as a premium brand.

Launched in 2022, DE'FINE means "defining new residential standards with the best value that fits the times." SK ecoplant plans to maximize premium value through floor plans that can be modified according to lifestyle and life cycle, refined and simple architectural designs that provide timeless value, and landscaping that offers healing and relaxation by incorporating art and excellence. It also applies an AI system (SKAI 2.0) that learns living patterns to optimize residential spaces, as well as community spaces for cultural experiences that enrich daily life.

Through collaborations with various brands, the 'The Finest Edition' campaign is underway to help customers indirectly experience the premium that DE'FINE pursues. The 'DE'FINE Blend,' created in collaboration with coffee brand Terarosa, the 'DE'FINE Signature Scent,' developed with brand SW19 aiming to evoke the comfort of nature even in the city, and deodorants made in partnership with lifestyle etiquette brand 'Heenok' are provided at customer service sites.

SK ecoplant also received an innovation award at CES 2024, the world's largest electronics and IT exhibition, by presenting the recycling waste management solution 'PICKLE.' This solution addresses problems occurring throughout the entire recycling waste processing process?from disposal to collection, pickup, and resource recovery?using AI and DT technologies.

Entering its third year since the brand launch, DE'FINE is materializing its presence as a premium housing brand. Last year, it completed construction and move-in of DE'FINE Centum in Busan, and successfully conducted sales of DE'FINE Gwang-an, also in Busan. Going forward, DE'FINE projects in Seoul, including the reconstruction of Samsung Apartments in Gwangjang-dong, Gwangjin-gu, Shinbanpo 27th reconstruction, redevelopment of Yeonhui 1 district, redevelopment of Noryangjin 6 district, redevelopment of Noryangjin 2 district, redevelopment of Noryangjin 7 district, and remodeling of Ichon Woosung Apartments, will be introduced sequentially.