On July 16, Daewoo E&C announced that it has selected four winning entries from its artificial intelligence (AI) media art contest, held as part of efforts to expand customer experience while renewing its high-end apartment brand, Summit. The company also unveiled a signature scent symbolizing the brand.
The AI video contest was held under the theme "Summit, a Monument to Aspiration and Achievement." Entries were created using the official Summit brand soundtrack, which had been released earlier. The grand prize went to "Summit of Light," produced by Studio Fleewillusion_BOMB. According to the company, the piece sensuously captures the excellence, uniqueness, and influence that the brand aspires to. In addition, one runner-up and two merit awards were selected.
The winning works will be released sequentially on the Summit website and at the model home gallery. The company stated, "The creative interpretations and high-quality results have enriched the brand message."
The scent expressing the brand identity was developed in collaboration with Scenton, which has created signature scents for venues such as the Four Seasons Hotel and The Westin Chosun Seoul. The scent was designed to be expressed in three stages. As Daewoo E&C refines the Summit brand, it is presenting sensory content in various forms. The scent has been named "Sense of Summit." A representative from the Daewoo E&C Brand Product Strategy Team said, "This is an attempt to express the brand's philosophy in the language of the senses."
Daewoo E&C plans to apply the newly revamped Summit brand first to the Gaepo Woosung 7th Reconstruction Apartment, for which the company is currently bidding for construction rights.
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