[2025 Apartment Brand Awards] Xi Brand Renewal... Presenting a Unique Residential Culture

Power Brand - GS Construction Leading Residential Culture Innovation with Xi Brand Renewal and Resident-Centered Quality Management

Interior featuring a view-specialized design of the premium residential brand Xi. GS Construction

GS Construction, which was selected in the Power Brand category at this year's Asia Economy Apartment Brand Awards, took the lead in advancing residential culture last year through the renewal of its apartment brand Xi. The company defined Xi's brand identity as "an experience that makes everyday life special" and has focused all efforts on presenting a unique residential culture.

In particular, GS Construction is not only committed to delivering brand value, but also puts great emphasis on ensuring quality by listening to feedback from both the field and customers. Since January of last year, CEO Heo Yoonhong and all division executives have been conducting "Safety Inspection Day" activities at every domestic site on the first Thursday of each month. Executives personally check and resolve issues that could be overlooked during routine, manualized tasks.

The company is also driving digital innovation tailored to on-site needs. GS Construction was the first in the industry to develop "Xi Voice," an AI-based translation program, which is used to communicate with foreign workers at construction sites. In addition, the company developed the "GS Construction Integrated Platform for Safety and Health Training Materials," which makes it easy to access extensive training resources related to site safety, health, equipment, and technology. The company also utilizes Xi Book, which allows users to search construction standards at any time through AI.

In addition to its field-oriented quality management efforts, since October of last year, GS Construction has been running the "See First, Refresh" campaign to enhance residential satisfaction for new residents. The company proactively inspects landscaping, community facilities, and parking lots, carries out repairs if necessary, and shares the results with residents. The "Xi-an Manager by Building" system is also in place to resolve inconveniences for a certain period after move-in. Even during nights and holidays in the early stages of occupancy, the company communicates with residents and focuses on strengthening quality. Furthermore, GS Construction hosts "Xi-an Day" events, inviting residents from different complexes to listen to their feedback and increase communication.

Additionally, the company offers differentiated features through "view-specialized floor plans." Each complex is designed to optimize views, and each unit is planned to maximize its outlook, allowing residents to enjoy open vistas. This view-specialized floor plan has been introduced in projects with excellent views, such as "Songdo Xi Crystal Ocean" and "Brighten Yeouido," and has received positive responses.

The company's efforts to focus on residents' feedback, rather than simply building and supplying apartments, have led to tangible improvements in quality. According to the Ministry of Land, Infrastructure and Transport's Defect Review and Dispute Mediation Committee, GS Construction recorded zero defect judgments from September of last year to February of this year.