[Rebuild K-Construction] Doosan Construction
"Zenith Gallery" Opens in Model House
Expanded into a Multi-Content Space
Exhibiting Media Art and Paintings
Capturing the Sophistication and Sensibility of We’ve The Zenith
Artworks Installed Throughout Residential Complexes
Doosan Construction is employing a variety of experiential strategies to enhance the value of its residential brands, "We’ve" and "We’ve The Zenith." The company aims to imprint its brand and broaden customer touchpoints by expanding residential spaces beyond mere structures into "venues for cultural experiences."
The 'Zenith Gallery' installed at the Doosan We’ve the Zenith Central Cheonan model house by Doosan Construction. Provided by Doosan Construction
Recently, Doosan Construction transformed the model house for its high-end brand "We’ve The Zenith" into a multi-content space. At the "Doosan We’ve The Zenith Central Cheonan" model house, which opened last month, the company established the "Zenith Gallery." The gallery hosted an exhibition titled "The First Special Exhibition with Zenith," designed to allow visitors to experience the brand’s sophistication and foster a sense of connection with its concept. Through this exhibition, the model house evolved from a simple sales information space into something more. The space was curated so that customers could naturally experience the elegance, sensibility, and aesthetic preferences that We’ve The Zenith aspires to convey as they explored the venue.
The gallery showcased high-quality works across various genres, including media art and painting. Works by renowned artists both domestic and international-such as Nam June Paik, Lee Bae, George Condo, and Takashi Murakami-were featured. A highlight of the exhibition was "Alexander the Great" by media art pioneer Nam June Paik, inspired by Alexander the Great of Macedonia and notable for Paik’s signature experimental spirit and symbolism. In addition, works by Lee Bae, utilizing charcoal as a material, were also on display.
Doosan Construction is also integrating art into its residential complexes to deliver the brand’s values to residents. In the 3,048-unit "Doosan We’ve The Zenith Ocean City" complex in Busan, completed this year, five works by prominent Korean artists have been installed throughout the property. Sculptures by the artist couple Kwon Chikyu and Kim Kyungmin, as well as works by Kim Hobin and Kang Ingu, are placed along major pathways, plazas, and rest areas. The installations are designed so that residents can encounter art naturally in their daily lives, blending the artworks with green spaces and walking trails.
In addition, Doosan Construction is focused on enhancing the competitiveness of its products and designs. Under the slogan "We’ve got everything," the company has established five brand essentials: Have (spaces you want), Live (spaces filled with joy), Love (spaces of love and happiness), Save (spaces for smart living), and Solve (spaces where everyday problems are resolved). These serve as the standards for everything from marketing to product planning.
To boost residents’ pride and ensure brand recognition from afar, Doosan Construction has also developed the "The Zenith Pattern," which embodies its brand identity. The pattern symbolizes the landscape of the community shining in the city, linked like a chain, and conveys the value of the premium residential culture people aspire to. This pattern is applied to key elements of the complex, such as the main gate, exterior walls, and pilotis, enhancing spatial unity and design completeness. The exterior features curtain wall aesthetics and glass railings, while the lower floors employ specialized finishing designs, fa?ade lighting, and rooftop structures to emphasize grandeur. The brand identity is also reflected in the community facility, Club Zenith. Doosan Construction has received Good Design (GD) certification for its multifunctional water-play facilities and landscaping that reflects local characteristics, and the company continues to strengthen its residential product competitiveness by developing patented products.
Furthermore, Doosan Construction is expanding customer experiences into a source of brand competitiveness. For example, the pre-move-in inspection event for residents of the "Doosan We’ve The Zenith Ocean City" in Busan was reimagined as a "festival," going beyond a simple inspection procedure to include elements of culture, experience, and relaxation. Art installations were placed throughout the complex, and outdoor concerts were held in harmony with the artworks. Additional programs such as family photo shoots, caricatures, and calligraphy sessions were offered, creating a "family-centered event" that visitors could enjoy together. A food truck zone provided snacks and resting spaces, and shuttle buses were operated to accommodate movement within the large complex, ensuring resident convenience.
Doosan Construction has also established a customer management system to enhance satisfaction even after residents move in. In June, the company conducted a resident satisfaction survey in collaboration with the professional research agency Gallup Korea. By thoroughly analyzing real-life experiences and needs, the company used the survey results to improve its products and services. The data serves as a key indicator for guiding technological development and service enhancement, earning praise for increasing customer satisfaction.
These brand-strengthening efforts have been recognized externally as well. Doosan Construction’s "We’ve" ranked fifth for two consecutive years in the "Best Apartment Brands" survey conducted annually by Real Estate R114. The strategy of meticulously designing every aspect of the brand experience-from art and space to products and services-has been credited with delivering tangible results.
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